Marketing nutrition in foodservice operations : a survey of current practices and opinions

The purpose of this study was to determine the attitudes of restaurant corporate Research and Development Directors about nutrition and to determine how successful foodservice operations use nutrition to market their menus, its impact on sales, what nutrition information is provided to consumers, sources of nutrition information used in developing nutrition programs and new menu ideas, and type of nutrition-related training available for staff. The highest volume restaurants and institutions in the United States were surveyed. All restaurants in the top 400 Restaurants and Institutions' listing were surveyed. A questionnaire was sent to the Research and Development Director of each corporation. Analyses were done to describe current nutrition marketing practices, to determine the reliability of the attitude items, and to test research hypotheses. A final response rate of 35% was achieved. A positive relationship was found between attitudes toward nutrition and nutrition marketing practices in foodservice operations. Surprisingly, no relationship was found between the type of foodservice operation and the attitudes of Research and Development Directors toward nutrition. Eighty five percent of all respondents currently market nutrition in their foodservice operation, with a small percentage providing nutritional analysis of menu items for consumers. The majority had plans to add nutritious menu items to their menus. Registered dietitians, who are the credentialed authorities in the field of nutrition, received limited use as sources of nutrition information. Nutrition-related training for waitstaff and chefs appeared to be limited. Because of the positive relationship between attitudes toward nutrition and nutrition marketing practices, implications are indicated for nutritionists, consumers, and restaurateurs. The results seem to indicate that foodservice industry Research and Development Directors recognize the need and importance of nutrition in the industry, although it is not a high volume item. A need exists for registered dietitians to market their skills and expertise in the field of nutrition. Research and Development Directors have an opportunity to develop and market nutritious menu items.