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Research reveals foodservice opportunities for produce
July 29, 2009
Nearly three out of four restaurant operators (72 percent) said emphasizing fresh produce in their marketing efforts drives more customers to their restaurant, according to new research presented at Produce Marketing Association's (PMA) 2009 Foodservice Conference & Exposition, July 24 in Monterey, Calif.
Additionally, 46 percent of restaurant operators said they look for fresh produce items that their customers cannot buy at their supermarket.
The study was conducted by theNational Restaurant Associationand PMA as part of a joint project that also included the International Foodservice Distributors Association (IFDA). The research highlighted foodservice operators' focus on produce's expanded options, sourcing and food safety.
"Our new research lays the foundation to move forward with our collaborative efforts to indentify new opportunities to serve our guests more fresh produce options on restaurant menus nationwide," said NRA president and CEO Dawn Sweeney. "Nutrition and food safety are key issues to our industry, and working with the produce and distributor industries will enhance both."
Other report findings include:
- 67 percent of restaurant operators wish they had more options regarding fresh produce selections
- 60 percent of operators said they wanted more information on how to incorporate fresh produce on their menu
- 41 percent said they expect to serve more fresh produce in the next two years, while 56 percent said they expect to serve about the same amount
Food safety remains a top priority for restaurant operators. Findings include:
- 89 percent of operators said they are willing to pay more for their fresh produce if its safety is guaranteed
- 76 percent of operators said they are willing to pay more for fresh produce if it is traceable all the way up the supply chain
The research set the stage for the "Executive Think Tank: Summary and Discussion" at the PMA conference July 25 featuring top executives from across the supply chain, including representatives from Yum! Brands and Subway restaurants. During the session, produce and foodservice industry leaders set a goal to double the use of fresh produce in the foodservice sector over the next 10 years.
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