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How to profit from nutrition information
 

How to profit from nutrition information

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  • NAME - Healthy has a boringconnotation, maybe “Smart” or “light”What do you have as far as food, skills, and education? Can your service staff help make suggestions at the table for special orders?The most important this is to listen to your customers and give them what they want.
  • DD Smart menu – low fatTaco Bell is also offering a fresco menu with 9 grams of fat or fewer.Even KFC and LJS who focus on cooking techniques have calorie and fat values to back up the healthfulness of their healthy items.
  • Build Your Own – This is really popular right now – burritos, sandwiches, noodle bowls, shabushabu…, they can choose healthier options, all you have to do is offer them, and they can still get the tasty fattening things. Split it, you can make this a promo, split a meal and get 2 dinner salads for $7, or ask the server to box half the meal before serving
  • Think about adding new options to your menu, you don’t need to change what you do best. McDonald’s isn’t getting rig of the Big Mac or french fries, they are just offering other options to chose from. This gives the diner a feeling of empowerment.
  • At Le Pain Quotidien their open-faced chicken sandwich with smoked mozzarella had been the #1 best seller for years, a few months after they started posting nutrition information, the Salmon Tartine with far fewer calories rose from #7 to #1.
  • Steak sales also jumped 8% probably due to the Atkins craze
  • This is a new era for our industry. People go online to research places before they visit them.
  • You’ll want to think about your target audience for both where to market and how to market.Is your theme healthy – preventing heart disease/elderly, skinny – appealing to the younger crowd, smart appealing to the business crowd?
  • All of these techniques are much less expensive than classic marketing techniques, and most are even free. You’ll want to think about your target audience for both where to market and how to market.Is your theme healthy – preventing heart disease/elderly, skinny – appealing to the younger crowd, smart appealing to the business crowd?
  • FREE! Costs NOTHING to market this way. MENTION: THE BEAUTY OF SM IS EVERYONE IS CONNECTED, SO IF I USE YOUR COUPON, ALL MY FRIENDS WILL SEE THAT, AND THEY WILL WANT YOUR COUPON Offer coupons, funny quotes of the day, weekly specials. But not too much or they’ll stop listening to you. That’s 200,000 people who want nutrition information when eating out, there’s your wider audience
  • THESE COMPANIES WERE CREATED TO HELP THEM REACH THE CONSUMER ON A VERY FOCUSED LEVEL….In the case of GFNY, over 600,000 consumers downloaded this free mobile app within 3 months. CalorieKing, targets diabetics, of which there are 23.6 million children and adults in the United States have diabetes.FitDay has 5.1 million active members who all share one common interest: living a healthy, active life.And when 47% of average household food budget is spent eating away from home, isn’t that a market you want to tap into?We already know, consumers will pay up to $2 more per menu item. (University of Missouri)And in the case of the La Pan Quoitidan, it was $3.70 more!
  • Screen shot of HD
  • 2 ways to calculate nutrition facts: chemical in a laboratory or by calculation like we do with MenuCalc.
  • You can see demos of how the entire system works and all of its features at www.menucalc.com
  • You can sign up for a free trial to demo the system or email or call me for a live guided tour.

How to profit from nutrition information How to profit from nutrition information Presentation Transcript

  • HOW TO PROFIT FROM NUTRITION INFORMATION, AND GAIN A COMPETITIVE ADVANTAGE!
    Lucy Logan, CEO: lucy@foodcalc.com
    Alyson Mar, RD, Director of Nutrition: alyson@foodcalc.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
  • Download Reports
  • 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
    alyson@foodcalc.com 
    Direct: (415) 398-4653
    Lucy Logan,
    Founder & CEO
    lucy@foodcalc.com
    Direct: (415) 398-4452