Demand for menu labels will grow

Consumer demand for 'dine-formation', where restaurants make nutritional information available to diners, is set to grow, a trade survey suggests.

In the wake of the Food Standards Agency's announcement of a pilot scheme to introduce calorie counting on menus the figures released by Fretwell-Downing Hospitality show more than 60% of restaurant chains have seen an increase in the demand for more information.

The survey targeted branded chains and multiples within the restaurant, hotel, pub, bar and retail catering sectors, with respondents representing more than 7,000 dining outlets in the UK.

Over 80% believe the demand will escalate, and this will be as much from consumers as from industry bodies such as the FSA.

However there was a distinct 50:50 split in survey numbers when it comes to restaurants having a strategy in place. Of those that are further down the line, 46% are doing so primarily to capture competitor advantage.

In practical terms, the majority intend having the food analysed either by sending samples away to a laboratory or using nutritional analysis software.

While almost two-thirds stated they would display the nutritional information on their printed menus, 37% would also look to publish the dine-formation on their website while others would consider producing a separate sheet of data available on request.

The overriding conundrum for the restaurant trade is knowing what type of information and the quantity of data that should be made available, the survey found.

Andrew Markwell, FDH's sales director commented: "The survey is a snapshot of how many of the big hitters in the restaurant trade are approaching this challenge. It's interesting that a proportion, while they're fully aware of the issue, still seem to be hanging back to see how the situation develops while others are moving further ahead to try and gain a competitive advantage."

Words: Clare Riley

« Back to previous page