Marketing

Finding out what your customers need and want, and then developing, promoting, and selling the products and services they desire

More than half of consumers 35 and older look for low fat menu options when eating out (Nat’l Restaurant Association)

Gauging Customers’ Needs and Wants

What are the majority of requests made during a particular meal?

Which items are most frequently requested?

How much time does your cooking staff and wait staff have available to meet these special requests?

Which requests are easy to meet? Which are time-consuming?

Developing and Implementing Healthy Options Highlight nutritious menu

selections with symbols or words such as “light”. (Ex. Put a picture of wheat next to nutrition selections that meet specific nutrition goals, usually described at the bottom of the menu

Include a special, separate section on the regular menu.

Developing and Implementing Healthy Options Add a clip-on to the regular menu

and/or a blackboard or lightboard. This method is useful, flexible and inexpensive.

Use the wait staff to offer and describe nutritious menu options.

In general, customers don’t want calorie counts, fat, cholesterol, or sodium content on the menu, but prefer simply a good description of ingredients, portion size, and preparation method

Methods of Promotion

Advertising: messages should say something desirable, beneficial, distinctive and believable

Sales and promotion: include coupons, point of purchase displays and contests

Publicity: obtaining free editorial space or time in various media

Cooking Demonstration on Standardized Recipes using Malunggay Sweet Life 2008

Ideas for Publicizing a Nutrition Program Send a press release about your

healthy dining options to appropriate people in TV/radio news/newspapers/magazines/local publication

Offer to write a column on nutrition meal preparation for a local newspaper

Offer cooking demonstrations or on-site classes for health associations, retail stores or supermarkets

Ideas for Publicizing a Nutrition Program Contact the foodservice director of a

medical center or the public relations director of a health maintenance organization and offer to cosponsor a health or nutrition event

Contact your local associations and ask for dining out guides that you may feature in your restaurant

Develop a newsletter for your operation and use it to publicize the new program (include some of your nutritious recipes)

Training Needs of Waitstaff The scope and rationale

for the nutrition program

Grand opening details The ingredients,

preparation, and service for each menu item.

Some basic food and nutrition concepts so they can help guests with special dietary concerns, such as food allergies

Training Needs of Waitstaff How to handle

special customer requests, such as orders for half portions.

Merchandising and promotional details

Program Evaluation

How did the program do operationally? Did the cooks prepare and plate correctly? Did the waitstaff promote the program and answer questions well?

Did the food look good and taste good? How well did each of the menu options

sell? How much did each item contribute to

profits?

Program Evaluation

Did the program increase customer satisfaction?

What was the overall feedback of customers?

Did the program create repeat customers?

Suggestions for Fine-Tuning a Program Develop ongoing promotions to

maintain customer interest Add, modify or delete certain menu

items Change pricing Improve the appearance of healthy

items Listen to customers more to get

future menu and merchandising ideas

Restaurants and Nutrition Labeling Laws A MAIN DISH must weigh at least 6

oz, be represented on the menu as a main dish, and contain no less than 40 grams each of at least 3 different foods from at least 2 food groups

MEALS are defined as weighing at least 10 oz and containing no less than 40 grams of at least 3 different foods from at least 2 food groups

Restaurants and Nutrition Labeling Laws

A “LOW FAT” food must contain 3 grams of fat or less per 100 grams, and not more than 30% of calories from fat

Restaurants do not have to provide exact nutrient content values for nutrient or health claims

Restaurants can present the information in any format desired, and they have to provide only information about the nutrient or nutrients that the claim is referring to

Restaurants and Nutrition Labeling Laws

Restaurants may use symbols on the menu to highlight the nutritional content of specific menu items. When doing so, they are required to explain the criteria used for the symbols

What is “IN” in marketing foods today?

Current Scenario:USE OF LOCAL PRODUCE/ORGANIC

Cyma Restaurant

Sonya’s Garden, Tagaytay Organic Garden,

The Farm at San Benito

Sales, MPL. Current Practices in Promoting Nutrition on Commercial Food Establishments, 2009

Other Healthy offerings :

•Pepeton’s Sisig – Tofu, Bangus, Tuna•Pancakehouse Salads•Eat Well Restaurant - Chinese dishes with abalone which is good for the health•Red Mango •CaliforniaBerry (Nonfat frozen yogurt)•Yogurbud•Fruit juice stands / wheatgrass juice

JUGO JUICE

CALIFORNIA BERRY

Sales, MPL. Current Practices in Promoting Nutrition on Commercial Food Establishments, 2009

Allergy friendly Restaurants

• BK garden salad•CPK•McDonalds•Taco Bell•Outback Steakhouse•Chili’s Grill and Bar

“McDonalds indicates the ingredients that cause allergies, ie. egg, nuts, wheat

Sales, MPL. Current Practices in Promoting Nutrition on Commercial Food Establishments, 2009

- Pearl Jamaldin