Article contributed by Joy Pouros, Culinary Software Services
50% of consumers prioritize healthy eating, according to a 2022 international survey by McKinsey, and many are dissatisfied by their current options of menu wellness.
Today’s consumers strive to be more intentional with what they eat, often referred to as conscious eating, and their top priorities are reducing processed foods and sugar. Restaurants generally have a bad reputation for healthy eating. Transparency is key to letting consumers know restaurants can meet their demand for healthy options.
Healthy Options and Transparency Go Hand in Hand
Healthy foods are trending, but how consumers define healthy diets has evolved over the years. Fad diets have come and gone, including many variations of low/no fat, low/no sugar, low/no carbohydrates. Many programs proved short-lived fads while others have persisted for decades. There are some consistencies – people have always cared about their health and want to live a healthier lifestyle to avoid disease and maintain their quality of life as they age, they just don’t always know the best way to achieve that.
Generally speaking, as science has improved, the public has gotten a better understanding of what healthy food entails, but there’s still a lot of misconceptions that persist. While it’s not a restaurant’s job to educate people about macronutrients and what they should be eating, by being transparent about ingredients, consumers have the power to make informed decisions that make sense for their chosen lifestyle.
With so much information at their fingertips via the internet, consumers are better informed than ever and want to make purchase decisions across all industries that align with their values. They increasingly demand transparency from brands so they can be intentional with how they spend their time and money. Transparency in ingredients increases consumer trust and loyalty, making it a smart decision for the food industry.
Plant-Powered Revolution
As consumers have increasingly practiced conscious eating, plant-based protein has gained in popularity. While vegetarians and vegans have often driven the plant-based trend, a growing number of individuals consider themselves “flexitarian,” meaning they try to limit their meat consumption or practice a vegetarian diet some of the time.
Many do so for health reasons. Studies show vegetarians’ diets contain more fiber, potassium, and some vitamins, and carry a lower risk of chronic disease and diabetes. These numerous health benefits are very compelling to individuals trying to improve their lifestyle.
In addition to health concerns, some consumers choose to restrict their meat consumption for religious or environmental reasons. Regardless of their reasons, they enjoy varied options that are integrated into the restaurant’s overall menu. Few people prefer to order the only salad option at a place famous for burgers. Thanks to new developments in plant-based protein, they shouldn’t have to.
Globalization and technology have expanded consumers’ palettes to new flavors and dishes and enabled us to create meat lookalikes. The industry has dramatically changed how plants are processed and prepared, leading to vegetarian options that are high in protein and remind consumers of foods they’re familiar with.
Because the plant-based consumer block is varied in their reasons and rigidity of diet, transparency is particularly important. Plant-based options can easily become confusing; it technically does not mean meat-free, though it’s easy to see how a consumer could come to that conclusion. Consumers should be able to easily determine if a dish meets vegetarian or vegan definitions, including sides, sauces, or accoutrement included with the entree.
Wealth of Riches: Creating More Nutrient-Rich Options
Foods are considered nutrient-dense or nutrient-rich when they contain a high concentration of essential nutrients relative to their calorie content. There is a Nutrient Rich Food (NRF) Index that formally scores foods based on their nutrient content, but generally nutrient-rich foods include a wide range of foods that contain vitamins, minerals, healthy fats, complex carbs, lean protein. Adding more nutrient-rich foods to the average diet is particularly important because the US Department of Agriculture (USDA) says adults in America often do not get enough potassium, fiber, magnesium, or vitamins A, C, and E.
Of course, the average consumer is unlikely to be familiar with the NRF Index scores of their dietary choices and many may not even be aware of their specific vitamin or mineral deficiencies. Yet most consumers understand they need more fruit and vegetable variety in their diets, and there is now a broader understanding that food is healthier the less processed it is.
When restaurants add variety to the menu, they give consumers the power to choose healthier options for themselves while also making those healthy options more appealing. Restaurants don’t need to redo their menu from scratch. Soups and salads are two examples of dishes that can include a variety of nutrient-rich ingredients – or not. Soup can be full of sodium and saturated fats, or filled with vegetables and lean protein. Salads can make cheese and bacon the stars of the show, or vegetables, fruits, seeds, and legumes can be combined for a nutrient-packed entree. Those healthy options can be sought after by all consumers, not just health-conscious ones.
Accommodating Dietary Restrictions
Health means different things to different people. Some patrons are worried about their weight or heart health, while others have life threatening allergies that make avoiding certain ingredients absolutely essential. For this reason, transparency in ingredients is more than a trend. It allows customers to order confidently and enjoy their meal without the stress of not knowing if they will need to cancel their post-dinner plans or seek medical attention.
There’s a wide spectrum of dietary preferences and needs. Even among medical needs, there are distinctions between intolerances and severe allergies. Medications, like insulin or lactose pills, can make certain foods more tolerable to people with medical conditions, but restaurants must be transparent so consumers can make educated choices and dose appropriately.
In addition to labeling ingredients, some restaurants denote entrees with symbols indicating what dishes are gluten-free or vegan. Consistency is key – restaurants cannot forget to label their seasonal menu or daily specials. That could cause confusion that detracts from rather than earns consumer trust.
Tracking With Technology
RFID and blockchain technology enable restaurants to track their ingredients better. RFIDs help restaurants with inventory management and can also be used for nutritional information, food origin, and more. Likewise, blockchain technology makes tracking the supply chain and authenticating claims possible.
Websites, apps, and QR codes make it easier than ever to provide additional information to patrons who want it. Where menus may only accommodate a short description and major allergen information, more complete information can be made available for consumers who need it.
Many people use apps to track their food consumption. Consumers can look up what they ate or are considering eating to see “points” or macronutrient information. Many of these apps even show popular restaurant dishes, making it easier for consumers to stick with their lifestyle choices.
More Than a Trend: Good Taste and Good Business
While consumers want healthy options and ingredient transparency, they come to restaurants for delicious food, and they choose their restaurants based on the experience and ambiance they can expect there. Adapting to these trends should not come at the expense of flavor or the restaurant’s cooking style.
Menu changes towards health conscious options should make a restaurant more inclusive, allowing consumers with all types of dietary needs the opportunity to have an enjoyable experience in your establishment and not be relegated to ordering the worst option on the menu or making do with sides for a meal. By incorporating transparency and healthier options, everyone benefits – those who need their dietary restrictions accounted for and the average consumer looking to improve their diet incrementally.
It is a good business practice to stay informed of consumer trends, but health promotion and transparency in ingredients is more than a trend; it helps keep communities healthy and informed. Since it also coincides with consumer trends, there are seemingly no downsides to offering healthy options and being transparent about it. It fosters brand loyalty and trust, makes restaurants accessible to a wider audience, and is good for consumers.
Joy Pouros works as the authority writer in the Training department at Culinary Software Services, where she writes on topics as diverse as human resource issues to increasing profits. Joy entered the industry working as a Nutritional Aide in the Chicagoland area before moving into writing and consulting. Joy now specializes in marketing and public relations and writes for a variety of industries.
link