The Future of Menu Marketing

Sometimes, a complete reformulation of a menu item is required, notes Crowell. “This is necessary when changing one item impacts another component of a product,” he says. “A reformulation is necessary to get all the components back in balance.”

HEALTHY ADDITIONS

In a Mintel survey, consumers were provided a list of reasons for choosing a “healthy meal” at a restaurant, and were asked to select the most-important reasons influencing their ordering decision. Freshness ranked No. 1, with 49% of consumers saying fresh ingredients influenced their choice. Fat came second (39%) followed by more vegetables (29%).

“There has certainly been a surge in foodservice operators focusing on healthier menu items, but they’re emphasizing their signature, fresh produce options as ‘better tasting’ rather than ‘better for you,’” says Jodi Reinman, public relations manager, California Strawberry Commission, Watsonville. “Menu developers realize that Americans are flavor seekers, and that really good-tasting, enjoyable food should be the main focus.”

Consumers’ desire for more vegetables may be a big piece of this puzzle. “Increasingly, nutrition studies suggest that fruits and vegetables hold the key,” says Le Brasseur.

This could include adding more produce-forward items to the menu. “Most American chefs have been trained to focus on animal protein first, with produce as the side or supporting player. But many other cultures put fruits and vegetables at the center of the plate, and we can borrow that idea to shift the balance in a more-healthful direction,” says Le Brasseur. “For chefs and foodservice operators looking to capitalize on the growing appetite for global cuisines, produce literally creates a world of delicious and nutritious possibilities.”