Food for thought

Are you meeting customer demand for diverse menus in your venue? asks Josh Williams

The diet of the UK public is diversifying. And for most, that’s not a bad thing. It’s claimed that by 2030, half of the UK could be obese if current consumption trends continue. And with calorie labelling now on menus, healthier options should definitely be on the radar.

Recent KAM research showed that customers are looking for pubs, bars and restaurants to cater for this evolving demand; 43% want to see lower sugar options, 41% want lower salt content, while one in five want to see added benefits in meals such as added protein and fibre.

But it’s not just healthier choices; there is an increasing focus on the environmental impact of food too. One in two UK adults would like to see more locally sourced food on menus, while one in three would like more sustainable options.

GIVE CHOICE

Coeliac UK estimates that approximately 1% of the UK population is glutenintolerant. The Vegetarian Society estimates that 2-3% maintains a 100% vegan or vegetarian diet. Small percentages really, so why so much talk about it?

Although the number of those who ‘have’ to follow these diets is relatively small, there is a far higher proportion who ‘want’ to follow them; 26% of UK adults actively tried to lower their meat consumption in 2021.

Diversification of diets is only going to get broader; 10% of 18-24 year olds class themselves as vegetarian, 4% vegan and a further 11% follow a ‘flexitarian’ diet. What would have been considered a nice-to-have option 10 years ago is now standard expectation for today’s diners. One vegetarian option will no longer cut it.

DON’T LIMIT THEIR EXPERIENCE

Eating out should be a fun, memorable and stress-free experience and part of that is exploring new flavours, new foods and enjoying an experience that can’t easily be replicated at home. This used to be a lot easier to do when the typical meal at home was traditional meat and two veg. However, as knowledge and education around food has improved, so too has the expectations of customers.

For customers considering where to eat, checking the menu is often the first step. When we consider the customer experience, if one has the choice of just two options on the menu while a meat-eating friend has a choice of 10, it’s clear there is more work to do. Offering a fully diversified menu means you won’t lose customers at the first hurdle.

Did you know?

2-3% OF THE UK POPULATION MAINTAINS A 100% VEGAN OR VEGETARIAN DIET

Josh Williams is Head of Wholesale & Convenience at KAM Media