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

    1. 1. HOW TO PROFIT FROM NUTRITION INFORMATION, AND GAIN A COMPETITIVE ADVANTAGE!<br />Lucy Logan, CEO: lucy@foodcalc.com<br />Alyson Mar, RD, Director of Nutrition: alyson@foodcalc.com<br />
    2. 2. What We’ll Cover<br />Who is FoodCALC?<br />Why Provide Nutrition Information?<br />Creating a Campaign<br />Getting the Word Out<br />Social Media<br />Other Avenues for Marketing Nutrition Info<br />How to Get Nutrition Information<br />
    3. 3. Who Is FoodCALC?<br />Industry leader in web-based nutrition analysis<br />Over 1000 users<br />Proud partner of six state restaurant associations<br />National Restaurant Association endorsed<br />Over 20,000 recipes analyzed to date, and growing!<br />Backed by nutrition professionals and IT experts <br />
    4. 4. Benefits of Being Web-Based<br />Your account is accessible anywhere at anytime <br />Multi-user capabilities<br />Instant nutrition analysis results<br />Cost effective plans<br />Fast, easy, and accurate nutrition results<br />All your recipes are secured, backed-up and private<br />
    5. 5. Why Provide Nutrition Information?<br />
    6. 6. Compliance<br />11 state and local menu labeling laws passed<br />US Health Care Reform Bill passed<br />Will affect chain restaurants with 20 or more locations. <br />To be enacted in about 1 year<br />Whitepaper on FoodCALC website<br />Over 230,000 restaurant locations will be affected.<br />
    7. 7. Awareness<br />Increasing health concerns<br />Nutrition information is becoming more common and expected among diners<br />80% of MenuCalc clients are not affected by menu labeling laws. <br />3 out of 4 adults are trying to eat healthier when eating out. (NRA)<br />
    8. 8. What the Diners Are Saying<br />“I always try to hunt down nutritional info before I head out to eat.  It's very frustrating when info isn't posted anywhere.”<br />-Heidi Nulholland<br />“ I absolutely love that I feel informed and confident in my decisions at chain restaurants that provide nutritional info.”<br /> -Inna Fain<br />“I always say, if more restaurants posted their calories I would eat there.”<br />-Lisa Eriene<br />
    9. 9. Marketability<br />Target a new and growing audience. <br />82% of diners said calorie disclosure is influencing what they order. (R&I)<br />60% said nutrition determines where they eat. (R&I)<br />Create a wider audience<br />Consumers will pay up to $2 more per menu item. (University of Missouri)<br />
    10. 10. A recent FoodCALC diner study <br />10<br />
    11. 11. Creating Your Campaign<br />Catchy name for your campaign<br />What’s your focus? <br />Sub x calories, high fiber, all natural, smaller portions, etc….<br />What is popular in your area?<br />What is the competition doing?<br />What can you do with what you already have?<br />Collaborate – what’s going on (FOH/BOH)?<br />What are the customers asking for? <br />
    12. 12. Ideas from Other Restaurants <br />Applebee’s – Under 550 calorie menu<br />Subway – 6 subs under 6 g of fat<br />Dunkin’ Donuts– DD Smart Low Fat Breakfast Menu<br />Long John Silver's/KFC – Focus on grilled Items<br />McDonald’s/Burger King – Healthier side options for kid’s meals <br />Apple slices<br />
    13. 13. Other Ideas<br />Build your own… – gives them the control<br />Suggested custom orders – don’t change any original items<br />Sauce/dressing on the side<br />No starch, extra veg<br />No (or half) the cheese<br />Split-it - Halve everything<br />
    14. 14. Give Them Options<br />“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.”<br />--Ype von Hengst, Silver Diner<br />
    15. 15. Case Study <br />Le Pain Quotidien<br />
    16. 16. Top Selling Item<br />Before Menu Labeling:<br />Open-Faced Sandwich with grilled chicken and smoked mozzarella, 690-calorie, $10.25<br />After Menu Labeling:<br />Smoked Salmon Tartine, 350-calorie, $13.95<br />
    17. 17. Noticing a Trend<br />"What we noticed was the lower the calories, the greater the sales. And the higher the calories, the greater the sales decline." <br />-- Jack Moran, VP of brand and food and beverage.<br />
    18. 18. Case Study<br />Pizzeria Uno <br />
    19. 19. Effects of Posting Calories<br />Sales of deep-dish pizzas did slip 6%<br />Salad sales jumped 11%<br />Overall effect to profits: STEADY<br />
    20. 20. Getting the Word Out<br />
    21. 21. Where Are Diners Going, First?<br /><ul><li>47% go online to learn how to improve their wellbeing
    22. 22. In the past 30 days, one in two consumers read an online review, blogged or tweeted about a restaurant
    23. 23. 13% had posted an online review after dining out
    24. 24. Facebook has 200,000+ members dedicated to healthier eating</li></ul>Source: Market Force Survey, Facebook Groups<br />
    25. 25. Classic Marketing Strategies<br />TV, expensive<br />Radio, hard to track results<br />Print (newspaper, magazines), one-time exposure<br />Billboards/Banners, regional only <br />Mailings, out of date<br />
    26. 26. Newer Marketing Strategies<br />Social media (Facebook, Twitter), free!<br />Fan clubs, free again<br />Email campaigns (Fishbowl), easily track results<br />Free PR websites<br />
    27. 27. Benefits of Social Media<br />Facebook/Twitter<br />Get fans and keep in touch with them<br />Get them hooked by offering deals and specials<br />Encourage your fans to ask their friends to join your group<br />Get your existing customers on board<br />
    28. 28. Consumer Rating Sites<br />Yelp, 32 million active users<br />Urbanspoon, 7 million active users<br />Gayot (guy-oh), 14 million through Yahoo partnership<br />Dine.com, 28 million active users<br />
    29. 29. Case Study<br />Yelp<br />
    30. 30. Over 32 million people visited Yelp!in May 2010 to make a spending decision<br />
    31. 31.
    32. 32. Health ConsciousConsumer Targeted Websites<br />
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    35. 35. How to Get Nutrition Information<br />
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    39. 39. Download Reports<br />
    40. 40. Getting Started<br />See this at:http://menucalc.com/recipeanalysisplans.aspx<br />Demos: http://www.menucalc.com/democenter/demo_overview.aspx<br />
    41. 41. Questions?<br />Alyson Mar, RD, <br />Director of Nutrition<br />alyson@foodcalc.com  <br />Direct: (415) 398-4653<br />Lucy Logan, <br />Founder & CEO<br />lucy@foodcalc.com<br />Direct: (415) 398-4452<br />

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