Stateside Inspiration - The lure of the healthy option

By Lisa Chafel

- Last updated on GMT

Related tags Restaurant Obesity

Lisa Chafel looks at the lure of the healthy option

Call it post-Atkins fallout or a gradual realisation of their contribution to the obesity epidemic in America, but US restaurant chains are all turning to "healthier options".

It could be in response to customers' demands, or as a PR exercise to show they're "trying" to be more health conscious, or (more likely), as a way to tap into the bulging healthy-eating revenue stream.

America's portion sizes are legendary. With food costs relatively low in the States, many restaurants use quantity to add value to their customer offering. Now, the American diner expects it everywhere, which I believe contributes to massive overconsumption, and the current obesity issue.

These days, customers don't feel they're getting their money's worth unless they can take half their meal home to eat later. A study called Obesity in America by US trade magazine R&I found that 53% of men and 75% of women surveyed said portion sizes were too large - but even more indicated they liked taking home leftovers*.

Throw in the utter ubiquity of eateries, and you have Americans constantly thinking about their next meal or pick-me-up.

Foodservices' response has been to increase the variety of what's on their menus - considering special diets, offering lighter, more nutritionally balanced meals, while catering for those who want a little indulgence.

The trend for healthier, responsible choices is gaining momentum. In May, at Chicago's NRA (National Restaurant Association) Show, chefs from leading US chain and independent restaurants held cooking demos showcasing healthier creations. It was a good opportunity (and good PR)

to show they have the skill and creativity to develop appealing menu items that "just happen" to be healthier.

The chefs presented dishes with many different vegetables, and intriguing pairings of fruit in savoury dishes with lean proteins - all to keep meals flavourful and visually stimulating.**

There's definitely a growing market for fresh, healthier options. Take Saladworks, the 67-unit chain found in malls and airports. Their huge salads are "tossed-to-order" with a wide variety of dressings and ingredients. You could go there everyday for lunch and never have the same combination twice.

Alongside the trends for healthier options, there's a boom in ingredients with perceived health benefits. Pomegranates are now found in everything from marinades to vinaigrette dressings.

Tea bars and big tea menus in upscale restaurants are popping up all over New York. Even Starbucks has jumped on the bandwagon, launching three new green tea drinks.

For UK pubs, developing healthy menu options is essential. Diverse consumer profiles mean that the days of "pie and a pint" are over, and with smoking legislation looming, pubs must deliver what people want - and that's choice. Create a subtly healthy menu with plenty of fresh vegetables and smaller, leaner meat portions. Offer chopped salads and add wholegrain foods to create a more balanced menu.

This appeals to customers looking for healthier options, and those looking for something a bit different. Remember - healthier customers live a lot longer!

Sources: *Restaurants and Institutions June 1 2005, **NRN June 6 2005

Originally from New York, Lisa is MD of Food Stuff UK, a foodservice-focused agency that she set up five years ago after working for more than 10 years in the Food Stuff's New York office

Related topics Healthy options

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