How to choose an approach to healthy eating that suits your restaurant’s overall brand strengths

By Emma Hyatt
How to choose an approach to healthy eating that suits your restaurant’s overall brand strengths

Fitting into healthy menus

Canadians want to see healthy menu options at restaurants. They’ve been telling The NPD Group and other industry professionals this for years. Their intentions to eat healthier may not always turn into actions, but they still want those options available to them. However, like the decision to join any trend, adding healthy options should only be done if it’s a fit with brand image and core strengths, not merely tacked on as a “me too” effort. Healthy dishes must resonate with why customers choose your restaurant in the first place.

While 28 per cent of restaurant visitors want to see more healthy options on menus, only 10 per cent of those customers choose their particular restaurant because of healthy options. Healthy-minded customers choose their restaurant first because of brand loyalty, cravings for specific menu items, and food quality and variety. Therefore operators need not drastically change how they attract customers to their brand; restaurants can continue to drive customers with their core strengths, and satisfy with healthy options that are in-line with those strengths.

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