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Don’t buy the Processed, Do the Process; A Business Proposal

Writer : Balkis Ahmed

     In today’s market, consumers are increasingly looking for healthier food options to include in their diet. Consumers are taking the initiative to implement healthier food options such as vegetables, fruits, and lower calorie intake into their diet. As this shift in consumer intake is gradually increasing, this is a great opportunity for businesses to implement less processed food and make profit. Restaurants can use this transition to focus on serving less processed foods, improve customer satisfaction, and refine the establishment’s image to the public.

    The demand for less processed food is no longer just a trend or a movement consumers can claim to be  part of. There have been significant changes in the patterns of consumer intake where consumers have been shown to lean to more healthy, fresh foods. According to the 2023 Food and health survey International Food Information Council (IFIC). (2023). Studies have shown consumers taking initiative to go to restaurants that offer healthier foods. This study should encourage restaurant owners to make the transition to serving healthier foods. The numbers speak for themselves. If you want your business to profit make the change!

     As much as there is a movement to eat less processed food amongst consumers, restaurant channels are still open that continue to sell processed foods. Although they take the audience of people who rather eat unhealthy foods such as fast food chains including Mcdonalds, Wendys, Chifckfila, etc., offering fresh ingredients allows these restaurants to stand out. Therefore increasing their consumer traction. Humans are naturally curious and willing to try new things. Taking the initiative to serve processed foods not only appeals to those who are in the process of changing their diet, but also to those who are willing to try new things. According to the Food Compass system developed by Tufts University (Jimenez, 2022), consumers are more than ever seeking guidance when it comes to making choices about eating less processed foods. Restaurants can take this initiative to market their healthy food options in a much more appealing way in order to gain traction and customers.

    There are many business steps restaurant owners can take when it comes to catering to serving less processed food. The first step restaurant owners can take is catering their menu to serve the intended audience. This can be done by modifying important dishes that are usually made with processed foods. For example, burgers are a very important staple to many fast food chains in America. Restaurants can make or promote a vegetable or plant based burger that tastes the same or even better. This has been done and has proven to be beneficial. Tactics like these are both attractive to consumers who are curious as well as a way to promote the brand and its ideals. 

      Another tactic restaurant owners can use is connecting with farm owners and markets to ensure they give the most fresh and high quality foods. This can be a form of business deal between restaurant owners and farm owners to be able to give the most fresh produce possible. Restaurant owners can profit based on their main ideas of giving consumers the best food options and farmers can benefit by having more customers to sell their produce to.

   Another tactic is engaging customers through menu ideas and promotion. Restaurants must appeal to their menus in order to make sure they attract different kinds of audiences. In the times we are now, social media is a main source of appeal and a way to advertise many different things. Promoting healthier food options can be a great way to make this change. 

      The shift to eating less processed foods is one that allows restaurants to make more money. Rather than taking the change in consumer ideals as a loss, take it as an opportunity to rebrand your restaurant and serve less processed foods!

References:

  • Jimenez, M. (2022, May 9). Eat healthier with the help of a new food scoring system. Tufts Now. Retrieved from https://now.tufts.edu
  • International Food Information Council (IFIC). (2023). 2023 Food and health survey. Retrieved from https://www.foodinsight.org
  • Nielsen. (2015). We are what we eat: Healthy eating trends around the world. Retrieved from https://www.nielsen.com