The Skinny on Consumers, Operators and Healthful Eating

95% - Share of consumers who say obesity is a significant health problem in the United States.

By Allison Perlik, Senior Editor -- Restaurants & Institutions, 2/15/2004

Both sides of the issues: operators speak out
58% say news media are overreacting to the obesity issue (65% of commercial operators agree)
AGREE: “When you understand the nature of the media, that’s what they do. ... The media make news and report news. ... People know what our product is, they’re choosing that product and they know what’s in that product when they buy it. So to make a big issue of restaurants’ responsibility in the fact that someone overeats is a little disingenuous.” —Kevin Schippers, chairman, Erbert & Gerbert’s Subs & Clubs, Eau Claire, Wis.
DISAGREE: “I think it’s worthy of news. More people are eating out and the push needs to be that restaurants need to conform to that problem, the health issue, and to adapt menus that help customers have options.” —Chuck Watkins, president, Cheeseburger Charley’s, Nashville, Tenn.

57% say the obesity issue is here to stay (79% of noncommercial operators agree)
AGREE: “Nutrition has been an issue over the years, and our lifestyle is such that activity is not a big part of our day. People look at quality of life and understand how important nutrition is. I believe [obesity] will continue to be a concern.” —-Franceen Friefeld, national director of nutrition, Sodexho USA, Gaithersburg, Md.
DISAGREE: “I think this will go to the wayside like a lot of other things have. But restaurants do have a responsibility to their diners. Listen to what your guests are asking for rather than [letting them] dictate what you’re going to serve.” —Jeffrey Bauer, general manager, Wolfgang Puck Grand Cafe, Evanston, Ill.

26% say restaurants should expect additional government legislation (Healthcare operators are most likely to agree)
AGREE: “[Listing nutrition information] should be required. It’s short-sighted to say it’s going to cost me so much money. I’ll get [the cost] back in additional business because you help educate consumers.” —Christian de Berdouaré, founder, president and CEO, Chicken Kitchen, North Miami, Fla.
DISAGREE: “That’s going to hurt the small independent operators significantly. Our company is working on nutrition information for customers, and it’s a significant process for us to go through—and our menu is fairly stable. Think of concepts that have daily changes in menu: fine dining, one-unit operators. That’s mighty intrusive in my opinion.” —Gary Bryant, president and CEO, Bear Rock Cafe, Cary, N.C.

95% - Share of consumers who say obesity is a significant health problem in the United States.

Informed choices
10% - Percentage of consumers who say they are very well informed about the nutritional value of foods they get in restaurants.
36% - Percentage of consumers who say they are very well informed about the nutritional value of foods they prepare at home.

What’s healthful?
The items that come to mind most when consumers think of healthful foods are vegetables (85%) and fruits (60%). Whole-grain breads and fish were the next most common answers.

Money = Health?
18% of consumers with annual household incomes of $75,000 or more say they eat healthfully at all meals.
4% of consumers with annual household incomes less than $75,000 say they eat healthfully at all meals.

No more excuses
It seems the usual obstacles—price, availability and taste—no longer apply for consumers when it comes to healthful eating.

Only one-third say more-healthful foods are too expensive.

Just 15% believe healthful and nutritious foods are too hard to find.

Only one-quarter say healthful foods don’t taste as good.

Gender benders

When selecting places to dine out, the availability of nutritious and healthful food is more important to females than it is to males and to those age 38 or older than to younger respondents.

Women are more likely than men to have ever asked for nutrition information about a food item at a restaurant: roughly one in three women say they have done so versus only one in five men.

However, when asking for such information men are more likely to say they received a satisfactory answer, at 78% compared to 64% for women.

Who watches their figures more? More women than men say they eat healthfully at all meals.

One-third of males believe restaurants do not have any responsibility to ensure that they serve nutritionally balanced foods compared to about one-fifth of females.

Sense of duty
How much responsibility do restaurant operators think they have to ensure the food they serve is nutritionally balanced?

The plurality of operators, 47%, say they have “some responsibility.”

Noncommercial respondents were more likely to respond “a great deal” at 47% vs. 35% of commercial operators.

Big boom theory
Baby boomers (ages 38 to 56) are most likely among all age groups to …

have asked about nutrition information of menu items;

rank “food served is nutritious and healthy” higher in importance as a factor in selecting restaurants;

say they are well informed about the nutritional value of foods they prepare at home.

Actions speak louder
Significantly more noncommercial (46%) than commercial (21%) respondents say they have made changes in their operations in response to the recent debate over obesity. QSRs were most likely to have made changes on the commercial side, while business-and-industry (B&I) operations led the way among noncommercial respondents. What actions have operators taken in response to recent concern over obesity?

Added health-oriented items to menu: 20%

Posted nutrition information: 15%

Altered food preparation methods: 11%

Eliminated unhealthful menu items: 8%

Reduced portion size: 6%

Youth will be served
47% of consumers under age 25 say restaurants have a great deal of responsibility for serving nutritionally balanced foods, compared to just 13% of those ages 26 to 37 and about 30% of those ages 38 and older.

Survey methodology
The Obesity in America study was conducted on behalf of R&I by Reed Research Group. Data are based on interviews with 423 operators and 403 consumers. Telephone interviews with consumers and operators were conducted in November 2003. For further information about R&I’s Obesity in America, including how to purchase a full report summarizing all findings, contact Pete Cholewinski, Research Director, at (630) 288-8202 or FoodResearch@reedbusiness.com.

Special Report continued: The Great Plate Debate >>