Food businesses are having to become savvy in order to cater for the range of specified dietary requirements and choices at a time when little disposable income is available.
Gluten-free, lactose-free, low-fat and lighter options are all becoming a standard trademark for many pubs, restaurants and takeaways. A South London bar has even installed the world’s first hands-?free video games for urinals in order to get people through the door.
A real sign of the times was the decision made by McDonald’s restaurants to display nutritional information on its menus; a decision embraced by health advocates, yet condemned by others. Pizza Hut has followed suit with the aim of appealing to those who may have been put off since the fast food demise. Consumers are now requiring quick, convenient and healthy, all at a price that would be considered good value.
The term ‘fast casual’ refers to dining experiences for consumers with little time and seeking value for money. The concept is still in its infancy in places such as Scotland, yet eating establishments are preparing for the rapidly changing need to cater to the new generation of foodies.
In order to help Glaswegians embrace this new dining experience, a venue called Martha’s has opened its doors. The team behind the new venture hopes that by combining high-quality produce with fast food, speed and convenience, consumers will be able to enjoy on-the-go food, yet also suit their dietary and nutritional needs.
Gavin Clark, owner of Martha’s, explained why he felt it necessary to provide a business concept such as this: “We wanted to deliver a refreshing approach to both the variety of food that we sell and the nutritional and dietary information we communicate to customers. We try to make things as easy as possible without confusing and/or, importantly, turning off people who are less interested in that side of the eating experience.
“Our dishes and style of food is really quite varied, but all relevant and appealing to people who are time-starved but care about what they eat. I’ve spent the last 20 years in an office-based environment, so the slow-burn aspect of the menu was an area that I was personally keen to explore.”
Dr Carrie Ruxton, nutrition adviser to Martha’s, believes that it’s still difficult for consumers to make healthy food choices when they’re not at home.
“Consumers can be in a rush at lunchtimes and don’t have time to scrutinise product labels,” she said. “Sandwiches on offer in shops or restaurants often look healthy but are loaded with mayonnaise and cheese, making them high in fat and calories. “This is why we’ve chosen some simple nutrition messages, for example ‘Light Option’ or ‘Slow Burn’, so consumers can choose the right product for them at-a-glance.
“Martha’s has invested in the same nutritional calculator software as the bigger players such as M&S and Pret A Manger, and will continue to do what we can to help people with the information they need.”
So how popular has the menu proven to be in an area where the ‘fast casual’ concept has only recently come to light? Clarke said: “There’s a high proportion of repeat business, with many customers trying various dishes across the menu. Daily specials are also selling out every day. We were 250% above our own business plan targets for day five lunch trade. We have had lots of positive feedback; people wanting to know more about why dishes are ‘slow burn’, for example.”
I think providing choice such as this will be what businesses have to do to stay afloat in the years to come. However, trends change at a rapid rate and it wouldn’t surprise me if, in the near future, consumers will be able to pre-order a ‘slow burn chick pea salad’, with ingredients representative of their blood type, and is also gluten-, dairy- and lactose-free, paid for via a QR Code and packaged in biodegradable plastic that self-combusts post-consumption.
Rebecca is editorial assistant of FoodBev.com. You can contact her here, or read her blog here.
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