Research indicates diners want menu transparency
June 16, 2010
by Meat&Poultry Staff
CHICAGO — Many U.S. restaurant menus are getting makeovers. The new health care bill will require all restaurants, with 20 or more locations, for example, to include calorie counts on menus, menu boards and drive-thrus.
Mintel’s latest research relays that more than 60% of restaurant-goers think restaurants should post nutritional information on menus, and two in five (44%) think federal or local governments should facilitate such actions.
“Menu transparency will allow consumers to have control over their food decisions with a complete understanding of what they’re eating,” said Eric Giandelone, director of foodservice research at Mintel. “However, getting people to eat healthier requires more than just posting calories or adding healthy options to the menu…the food also has to taste good.”
When dining out for dinner, nearly 60% of survey respondents say they want something that tastes great and 23% claim to want to eat a healthy meal. Only 14% of diners say they are never interested in ordering a healthy restaurant meal. Mintel claims this insight shows that restaurant patrons are attracted to healthful meals, as long as they’re full of flavor.
Approximately half of survey respondents said they dined healthier in restaurants in the past year and people have different methods for doing so. Reducing fat (67%) leads the way in strategies for adopting healthier eating habits at restaurants, followed by eating more fruits and vegetables (52%). Meanwhile, 49% of patrons are cutting calories by simply ordering less food.
“From a restaurant’s perspective, there is a concern that healthy menu items may not sell, but there is also a danger to having a calorie-laden menu when the calorie count law starts taking effect,” said Mr. Giandelone. “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.”