Wednesday, October 7, 2009

Americans want to eat there way thin!

Recent research on how effective menu calorie labeling is split. One report said it is working and will lead the way for consumer behavior change another from LA says no change has been seen. Those who scoff at menu labeling for calories or fat content, salt or carbs will themselves be laugh out of their C-level suites over time. There are more diet books titles than restaurants in the US. My point is simple, whether they chose to eat items with fewer calories or not is not as important as consumer desire to EAT THERE WAY THIN! Consumer will back menu labeling in cities, town and then statewide. Its time to get ahead of this cure, if you’re a retail foodservice leader. The reality is; times they are a changing, these are great times for brand mangers. They have the ability to move a brand with the consumer creating real time relevance in a tumultuous marketplace.

Grocery stores, Convenience stores and Supermarkets are focusing on the higher margin grocerant prepared meals because that’s what the consumer wants and it’s profitable! They have a short term reprieve from many of these “QSR” labeling laws. However they would be wise to begin the transition. It is with certainty that I predict that companies like Whole Foods, Wegmans, Central Market, Sheetz and Wawa will show considerable leadership. If restaurateurs want to maintain marketshare they will step up on this issue as well.

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