TREND: When dining out, 58% of Today’s Consumers said they eat what they want and don’t worry about nutrition; 39% try to pay as much attention to the nutritional value of their food as at home. Regardless where they stand in terms of discipline and indulgence when dining out, 75% agree that all restaurants should be required to provide detailed nutritional information if requested by the customer.
OPPORTUNITY: Some of consumers’ need to know may be related to the fact that so many (62%) said the food and beverage industry should take more responsibility for helping solve obesity problems in America. But much of it may be the desire to make informed choices – such as where and when to cut back and/or splurge when dining out; to eat something nutritious…or not. Be proactive about consumers’ increasing desire for transparency and prepare for its impact on their choices. Anticipate basic questions about menu items and train servers to respond; be prepared to deconstruct dishes when possible to eliminate excessively caloric components easily – providing alternative sauces or sides, for example. Consumers aren’t necessarily expecting spa menus (just information), but a couple of lighter menu items (potentially with accompanying nutritional information) could add to a menu’s appeal, especially in restaurants that are more geared toward everyday dining than special occasions. Be flexible about half portions and sharing; offer reduced portion sizes and/or options. Controlling portion size and calories could be a win/win, and the climate is right. (More than half – 55% – of Today’s Consumers said that restaurant potions are too large and cause them to eat more than they normally would, notably women.)
PRESENCE: If and when nutritional information is a routine part of the dining experience, restaurants could see some backlash, especially when calorie counts are staring customers in the face, so begin to re-think the worst offenders. And remember that providing information without options will only narrow the occasions that consumers will frequent your restaurant.
Trend Source: Yankelovich MONITOR®
