1

Chapter 10

Marketing to Health-Conscious Guests

Learning Objectives

1. Describe two methods a foodservice operator can use to gauge customers’ needs and wants

2. Give three examples of ways to draw attention to healthy menu options

3. Discuss effective ways to communicate and promote healthy menu options

4. Explain the importance and extent of staff training needed to implement healthy menu options

Learning Objectives

5. Describe two ways to evaluate healthy menu options

6. Respond with menu ideas for special requests from guests

7. Discuss how nutrition labeling laws regulate nutrient content or health claims on restaurant menus

4

Marketing

The process of finding out what your customers need and want, and then developing, promoting, and selling the products and services they desire

5

Gauging Customers’ Needs and Wants Interview waitstaff about customer requests Do a customer survey Informally get customer feedback Key in on:

What are your customers asking for? Which items are most frequently requested? How much time does your staff have to meet

these special requests? Which requests are easy to meet? Which are not?

6

Adding Healthy Menu Options to the Menu Who is involved? How to inform your customers of healthy

options: Simply describe the items well Have waitstaff offer and describe the items Highlight items with symbols or worlds Include a separate section on the menu Add a clip-on to the menu and/or a blackboard or

lightboard

Menu Terminology

Use words that are familiar yet cutting-edge and exciting Creamy Crispy Spiced Glazed Caramelized

Customers generally prefer a good description of the ingredients, portion size, and preparation method to kcal, fat, etc.

8

Promotion

Advertising

Sales promotions

Publicity Press releases Column for local newspaper Cooking demonstrations Restaurant newsletter

Sources of Promotional Materials

-Food manufacturers

-Distributors

-Food marketing boards and associations

9

Staff Training

Scope and rationale for program Grand-opening details Ingredients, preparation, and service for each

menu item Some basic food and nutrition concepts How to handle special requests Merchandising and promotional details

10

Questions to Quiz the Crew1. The bread, cereal, rice, and pasta group is a good source of ___________________.

a. carbohydrateb. fatc. proteind. calcium

2. Which of the following foods contains the most fiber?a. 1 cup cooked white riceb. 1 slice white breadc. 1 slice whole wheat breadd. 1 cup cooked lentils

3. Which of the following foods contain no added sugar?a. regular sodab. cupcakesc. appled. muffin

4. Which of the following foods is highest in fat and saturated fat?a. bananab. carrotsc. T-bone steakd. skinless chicken breast

11

Program Evaluation

1. How did the program do operationally?

2. Did the food look good and taste good?

3. How well did each of the healthy menu options sell? How much did each item contribute to profits? How did the program affect profitability?

4. Did the program increase customer satisfaction?

12

Fine-Tuning the Program: Possibilities Develop ongoing promotions to maintain

customer interest Add, modify, or delete certain menu items. Change pricing Improve the appearance of healthy items Listen to customers more to get future menu

and merchandising ideas

13

Responding to Special Guest Requests Diet Low in Fat, Saturated Fat, & Cholesterol Low-Sodium Vegetarian High-Fiber Low-Lactose Gluten-Free Low in Added Sugars

Keep in mind these basic preparations: When marinating meats,

there are many no-salt,

no-sugar rubs and

seasonings Blanched vegetables can

be reheated in a small amount

of seasoned stock, then finished with

whole butter, extra-virgin olive oil, or nut oil

Basic preparations

Appetizers: hummus, baba

ghanoush, white bean and

roasted garlic with baked

whole-wheat tortilla chips or a variety of vegetables Create a well-balanced

dressing that is low in fat

and made with extra-virgin

olive oil and good vinegars

and fresh herbs/spices

Basic Preparations

Keep a stock or clear broth for reheating vegetables

Desserts: Ricotta cheesecake with a roasted walnut, spices, and Splenda crust

Berry shortcake

Flourless chocolate cake with

fresh fruit garnish

Diet Low in Fat, Saturated Fat, & Cholesterol Lean beef, poultry and fish Reduced-fat cheeses Monounsaturated fats Lots of fruits, veggies,

and whole grains

Low Sodium Diet

1 teaspoon salt contains 2300 mg of sodium Avoid high-sodium processed foods – use

fresh foods

19

Vegetarian Eating

Lacto-ovo-vegetarians Lacto-vegetarians Vegans Pesco-vegetarians

20

Potential Health Benefits of Vegetarian Eating

Lower incidence of: Hypertension Coronary artery disease Colon cancer Type 2 diabetes

21

Why Become Vegetarian??

Health benefits Ecology

Economics Ethics

Religious beliefs

22

Nutritional Adequacy of Vegetarian Diets

Can be nutritionally adequate when varied and adequate in kcalories (except for vegans who need vitamin B12)

Nutrients that need special attention: Vitamin B12 Vitamin D Calcium Iron Zinc

23

Vegetarian Food Pyramid

24

Menu-Planning Guidelines for Vegetarians

1. Use a variety of plant protein sources at each meal

2. Use a wide variety of vegetables3. Choose low-fat and nonfat varieties of milk and

milk products and limit eggs4. Offer dishes made with soybeans-based

products5. For menu ideas, don’t forget to look at the

cuisine of other countries.

25

Restaurants and Nutrition Labeling Laws Food prepared and served in restaurants or other

foodservices are exempt from mandatory nutrition labeling found in packaged foods

Restaurants are not exempt from FDA rules concerning nutrient claims and health claims when used on menus, table tents, posters, or signs

Any food being used in a health claim may not contain more than 20% of the Daily Value for fat, saturated fat, cholesterol, or sodium

26

Restaurants and Nutrition Labeling Laws When providing nutrition information for a

nutrient or health claim: Restaurants do not have to provide the standard

nutrition information profile and more exacting nutrient content values required in the Nutrition Facts panel of packaged foods. They can present the information in any format desired, and they have to provide only information about the nutrient(s) that the claim is referring to.

27

Restaurants and Nutrition Labeling Laws

Restaurants may use symbols on the menu to highlight the nutritional content of specific items. They are required to explain the criteria used for the symbols.

28

Clip art images may not be saved or downloaded and are only to be used for viewing purposes.

Copyright ©2010 John Wiley & Sons, Inc.