Consumers Want to Know What’s on the Menu
who are going to order that heart-attack-waiting-to-happen-on-the-bun
no matter how bad it is for them
to eat, but most consumers would
like to know the nutritional value
(or lack thereof) of what they are
eating. Oh yeah, they also want restaurants
to put the information on the menu
voluntarily and not have to be forced
to do it by the government.
According to research by Mintel, 60 percent of consumers
think that nutritional information should be posted on restaurant menus. Forty-four
percent are in favor of government entities stepping in and forcing restaurants
to do it if they choose not to on their own.
While some restaurants may have
concerns about offering information that may cause consumers to alter their
menu choices or, worse yet, go to eat someplace
else, the reality suggests delivering bad nutritional news is not going to
change much in the way of behavior.
found that 60 percent of restaurant customers are looking, first and foremost,
for dishes that taste good. Only 23 percent are taking the health first approach.
Giandelone, Mintel’s director of foodservice research, told Nation’s
Restaurant News, that there are ways to get around unpleasant shocks
that come with full disclosure on menus.
"There may be some initial consumer shock at the calorie counts and
chains may have to start listing lower-calorie options or smaller portion sizes
to help diffuse this unpleasant surprise," he said.
Discussion Questions: Why is it taking so long for restaurants to post calories
and other information on menus when it’s clear customers want the information?
How would you propose getting around any menu shock that may come with the disclosure
of nutritional information?