Consumers focus on healthy eating

 

 

 

According to a recent study by Chicago-based Technomic Information Services, there are four categories of degree of health focus based on consumer attitudes and actions. Consumer responses indicated that 40 percent had a relatively strong health focus — 12 percent high and 28 percent moderate — and overall there was a slight behavioral shift toward healthier eating.

 

The degree of health focus appears to be influencing consumers' restaurant decision-making. High and moderate groups have a lower incidence of restaurant dining, especially when it comes to quick service burger restaurants. When they do eat at restaurants, they are more likely to be influenced by food quality and the availability of healthy choices on the menu.

 

For example, McDonald's sales have soared since their introduction of healthier products such as custom salads and yogurt. Additionally, KFC, McDonald's and Wendy's have all banned trans fat from their menus, and Burger King was recently sued by the Center for Science in the Public Interest for not following suit.

 

New York City has banned man-made trans fats from the majority of their food items; and Massachusetts, Philadelphia and Washington State are considering similar legislation.

While the definition of "healthier eating" seems to be a moving target, currently the number one indicator for consumers is the word "fresh" on the menu, generally meaning that the item is prepared and/or baked on premise.

 

To showcase that attribute, a large number of restaurants are now promoting the use of fresh ingredients and freshly prepared menu items. In fact, for the past two years, the number of restaurants claiming "fresh" on the menu has increased 24 percent, according to Mintel Menu Insights.

 

"Fresh is a major factor in menu development and menu concept development," saidMaria Caranfa, director of Chicago-based Minel Menu Insights. "It's not only fresh ingredients, but freshly-prepared ingredients as well. People want to know their food is fresh and freshly prepared."

 

While there are a lot of different ways to incorporate fresh items into the menu, it isn't always easy or obvious. For limited or quick-service restaurants it may not be feasible to exclusively rely on fresh ingredients. However, some restaurants are getting around the issue through the use of pre-cooked meats.

 

To work within their space limitations, the executive team at Florida-based Franktitude decided to use pre-cooked grilled chicken strips in their Caesar chicken salads and wraps because the restaurants have neither the counter nor the kitchen space required to freshly grill chicken on site.

 

"We would not be able to offer any of these products if we did not use pre-cooked meats," said T.C. Clemmons, Franktitude's chief operating officer. "Our concept, even though we do hot dogs, we do it with a healthy twist. That's why we decided to go with grilled chicken as opposed to fried chicken."

 

Use of the pre-cooked chicken enabled the six-unit chain to healthfully expand their menu, saving time and cost in the process.

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Additionally, John L. Raulerson, quality assurance, research and development director for Jacksonville, Fla.-based Firehouse Subs, said having a consistent product is crucial to a restaurant's operation, especially those looking to expand or that have multiple locations. Firehouse also uses pre-cooked meats for their deli, steak and meatball sandwiches.