How to profit from nutrition informationPresentation Transcript
HOW TO PROFIT FROM NUTRITION INFORMATION, AND GAIN A COMPETITIVE ADVANTAGE! Lucy Logan, CEO: firstname.lastname@example.org Alyson Mar, RD, Director of Nutrition: email@example.com
What We’ll Cover Who is FoodCALC? Why Provide Nutrition Information? Creating a Campaign Getting the Word Out Social Media Other Avenues for Marketing Nutrition Info How to Get Nutrition Information
Who Is FoodCALC? Industry leader in web-based nutrition analysis Over 1000 users Proud partner of six state restaurant associations National Restaurant Association endorsed Over 20,000 recipes analyzed to date, and growing! Backed by nutrition professionals and IT experts
Benefits of Being Web-Based Your account is accessible anywhere at anytime Multi-user capabilities Instant nutrition analysis results Cost effective plans Fast, easy, and accurate nutrition results All your recipes are secured, backed-up and private
Why Provide Nutrition Information?
Compliance 11 state and local menu labeling laws passed US Health Care Reform Bill passed Will affect chain restaurants with 20 or more locations. To be enacted in about 1 year Whitepaper on FoodCALC website Over 230,000 restaurant locations will be affected.
Awareness Increasing health concerns Nutrition information is becoming more common and expected among diners 80% of MenuCalc clients are not affected by menu labeling laws. 3 out of 4 adults are trying to eat healthier when eating out. (NRA)
What the Diners Are Saying “I always try to hunt down nutritional info before I head out to eat. It's very frustrating when info isn't posted anywhere.” -Heidi Nulholland “ I absolutely love that I feel informed and confident in my decisions at chain restaurants that provide nutritional info.” -Inna Fain “I always say, if more restaurants posted their calories I would eat there.” -Lisa Eriene
Marketability Target a new and growing audience. 82% of diners said calorie disclosure is influencing what they order. (R&I) 60% said nutrition determines where they eat. (R&I) Create a wider audience Consumers will pay up to $2 more per menu item. (University of Missouri)
A recent FoodCALC diner study 10
Creating Your Campaign Catchy name for your campaign What’s your focus? Sub x calories, high fiber, all natural, smaller portions, etc…. What is popular in your area? What is the competition doing? What can you do with what you already have? Collaborate – what’s going on (FOH/BOH)? What are the customers asking for?
Ideas from Other Restaurants Applebee’s – Under 550 calorie menu Subway – 6 subs under 6 g of fat Dunkin’ Donuts– DD Smart Low Fat Breakfast Menu Long John Silver's/KFC – Focus on grilled Items McDonald’s/Burger King – Healthier side options for kid’s meals Apple slices
Other Ideas Build your own… – gives them the control Suggested custom orders – don’t change any original items Sauce/dressing on the side No starch, extra veg No (or half) the cheese Split-it - Halve everything
Give Them Options “A pancake is a pancake. A strip of bacon is a strip of bacon. People expect those, and there's nothing we can do to change that. But I also want to give them options.” --Ype von Hengst, Silver Diner
Case Study Le Pain Quotidien
Top Selling Item Before Menu Labeling: Open-Faced Sandwich with grilled chicken and smoked mozzarella, 690-calorie, $10.25 After Menu Labeling: Smoked Salmon Tartine, 350-calorie, $13.95
Noticing a Trend "What we noticed was the lower the calories, the greater the sales. And the higher the calories, the greater the sales decline." -- Jack Moran, VP of brand and food and beverage.
Case Study Pizzeria Uno
Effects of Posting Calories Sales of deep-dish pizzas did slip 6% Salad sales jumped 11% Overall effect to profits: STEADY
Getting the Word Out
Where Are Diners Going, First?
47% go online to learn how to improve their wellbeing
In the past 30 days, one in two consumers read an online review, blogged or tweeted about a restaurant
13% had posted an online review after dining out
Facebook has 200,000+ members dedicated to healthier eating
Source: Market Force Survey, Facebook Groups
Classic Marketing Strategies TV, expensive Radio, hard to track results Print (newspaper, magazines), one-time exposure Billboards/Banners, regional only Mailings, out of date
Newer Marketing Strategies Social media (Facebook, Twitter), free! Fan clubs, free again Email campaigns (Fishbowl), easily track results Free PR websites
Benefits of Social Media Facebook/Twitter Get fans and keep in touch with them Get them hooked by offering deals and specials Encourage your fans to ask their friends to join your group Get your existing customers on board
Consumer Rating Sites Yelp, 32 million active users Urbanspoon, 7 million active users Gayot (guy-oh), 14 million through Yahoo partnership Dine.com, 28 million active users
Case Study Yelp
Over 32 million people visited Yelp!in May 2010 to make a spending decision
Health ConsciousConsumer Targeted Websites
How to Get Nutrition Information
Getting Started See this at:http://menucalc.com/recipeanalysisplans.aspx Demos: http://www.menucalc.com/democenter/demo_overview.aspx
Questions? Alyson Mar, RD, Director of Nutrition firstname.lastname@example.org Direct: (415) 398-4653 Lucy Logan, Founder & CEO email@example.com Direct: (415) 398-4452