Organics, all-natural, low-carb –these are all hot buzz-words you hear all the time when in reference to healthy-eating. Catering menus to consumers changing needs is an important task for restaurant owners but surprsingly, according to a recent study by The NDP Group, Americans are actually not willing to pay more for healthy menu items. The information below from the study may help restaurant operators balance the menu prices and healthy options.
Key findings in the “Consumers Define Healthy Eating Whey they Go out to Eat” study:
– About 70 percent of consumers over 50 years old, those who tend to show more interest in healthy diets, said no when they were asked if they’re willing to pay more for healthy menu items whereas 25 percent said they would be willing to spend more.
– Consumers ages 25 to 49 stated they expect to pay the same for healthier menu items than standard items whereas 9 percent said they would be willing to pay “a lot more” for healthy options.
– Of all age groups, 18 to 24 year olds were most inclined to pay more where 15 percent were okay with paying a premium and 44 percent saying they would not want to pay more for healthful items.
How you modify your menu and prices will be dependent on many additional factors like the type of restaurant operation, (ie quick-service or full-service) type of cuisine offered and geography to name a few. For further assistance, please contact Synergy.