Article

Culver’s taking a healthful approach

QSR chain launches Mindful Choices program to promote nutrition.  

January 3, 2011 by Alicia Kelso — Editor, QSRWeb.com

As quick-service chains slowly begin to roll out mandated nutritional information on their menu items, Culver’s is boldly going one step further.

The company, which has been ahead of the nutritional transparency curve for more than a decade, has launched a community-based “Mindful Choices” program aimed at promoting choice and dispelling the idea that eating at Culver’s is not a healthy option.

“For over 10 years, we have fully disclosed our nutritional information in each restaurant and on our website,” said Paul Pitas, director of public relations and communications for Culver Franchising System Inc. “Providing nutritional information has always been a priority for Culver’s and this is an extension of that commitment: to further promote the healthful options we have always offered.”

To achieve this objective, Mindful Choices highlights a number of healthier options that Culver’s offers, including full meal examples that fall under 500 calories. The meal options include:

• Single ButterBurger with ketchup, mustard, pickle & onion, side salad & medium diet drink
• Beef Pot Roast Sandwich, side salad & medium diet drink
• Flame Roasted Chicken sandwich, side salad, & medium diet drink

Jim Doak, director of research and menu development at Culver’s, said there are about 13 total meals that fall around the 500-calorie mark, all of which can be calculated via the “My Nutrition Manager” component on the chain’s website. Whether more combinations will surface is a relevant question.

“The initial introduction of Mindful Choices was about unlocking the goodness – food that can be part of a healthy lifestyle – on the Culver’s menu. That said, our R&D team always keeps a balanced eye and ensures that we have choice and variety for everyone,” Doak said.

In the meantime, information about the Mindful Choices options is ubiquitous, including on tray liners, menus and in-store promotions. Details extend beyond restaurant walls, as well.

The Mindful Choices program involves a community outreach component, facilitated directly by franchise owners to health care providers, fitness clubs and corporate wellness programs.

“Consumers clearly want to make educated choices and their desire to do so will only grow in the future. We want to make it very clear what those choices are,” Pitas said.

The timing of the campaign launch doesn’t necessarily coincide with the impending health care law requirements, but it was purposefully introduced after the holidays.

“We know that in January and February, after the holiday period, folks are looking for opportunities to budget their wallets, but also their calories as they work on balancing their life,” Pitas said. “That is why the timing of the introduction: It is what the guest is asking for.”

About Alicia Kelso

---

None

Connect with Alicia: