1. Marketing to Health-Conscious Guests
Chapter 10
Marketing to Health-Conscious Guests

2. 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

3. 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

7. 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 Crew
1. The bread, cereal, rice, and pasta group is a good source of ___________________.
a. carbohydrate
b. fat
c. protein
d. calcium
2. Which of the following foods contains the most fiber?
a. 1 cup cooked white rice
b. 1 slice white bread
c. 1 slice whole wheat bread
d. 1 cup cooked lentils
3. Which of the following foods contain no added sugar?
a. regular soda
b. cupcakes
c. apple
d. muffin
4. Which of the following foods is highest in fat and saturated fat?
a. banana
b. carrots
c. T-bone steak
d. skinless chicken breast

11. Program Evaluation How did the program do operationally?
Did the food look good and taste good?
How well did each of the healthy menu options sell? How much did each item contribute to profits? How did the program affect profitability?
Did the program increase customer satisfaction? 11

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 12

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

14. 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

15. 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

16. 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

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

18. 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 19

20. Potential Health Benefits of Vegetarian Eating
Lower incidence of:
Hypertension
Coronary artery disease
Colon cancer
Type 2 diabetes 20

21. Why Become Vegetarian?? Health benefits Ecology Economics Ethics
Religious beliefs 21

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 22

23. Vegetarian Food Pyramid23

24. Menu-Planning Guidelines for Vegetarians
Use a variety of plant protein sources at each meal
Use a wide variety of vegetables
Choose low-fat and nonfat varieties of milk and milk products and limit eggs
Offer dishes made with soybeans-based products
For menu ideas, don’t forget to look at the cuisine of other countries. 24

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.

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