RESTAURANT OWNERS’ PERPECTIVES ON OFFERING HEALTHIER MENU ITEMS

G. GambinoDietetic Intern, Division of Nutritional Sciences, Cornell University, Ithaca, NY 14853

RESULTSINTRODUCTION RESULTS - CONTINUED

IMPLICATIONS

ACKNOWLEDGEMENTSMETHODS

OBJECTIVES • Address restaurateur attitudes regarding the industry’s effect on the obesity epidemic• Inform better nutrition educators on factors influencing the menu modification process• Provide insight into the process of menu planning and identify:

• Main factors considered in the process• Benefits of, and barriers to, adding healthier options

The rise in obesity correlates with the rise in dining out:• Amount of U.S. adults overweight or obese has risen 34% since 1970. (1)• Amount of meals purchased away from home has risen 21% since 1970. (2)

Restaurant menus do not reflect a healthful diet:• Meals are typically energy-dense and lack essential nutrients.• Options are often low in vitamins A, C, calcium and magnesium (3).

REFERENCES

Data Collection:• Interviewed nine restaurant owners and chefs working in an rural upstate NY county • Recruited participants through convenient selection from county business directory• Obtained written consent • Asked 26 questions, based on the five main constructs, to evaluate participants’ beliefs,

attitudes, and ideas related to implementation of healthy dining options and menu impact on consumers

• Transcribed participants’ responses

Data Analysis:• Conducted first- and second-cycle coding on qualitative responses• Organized participant responses into surfacing themes

1. 1. United States. Economic Research Service. United States Dept. of Agriculture. Diet Quality & Nutrition. USDA, 30 July 2012. Web. 3 Dec. 2012. <http://www.ers.usda.gov/topics/food-choices-health/food-consumption-demand/food-away-from-home.aspx>.

2. 2. United States. Economic Research Service. United States Dept. of Agriculture. Dietary Assessment of Major Trends in U.S. Food Consumption, 1970-2005. Economic Research Service, Mar. 2008. Web. 3 Dec. 2012. <http://www.ers.usda.gov/media/210677/eib33_reportsummary_1_.pdf>.

3. 3. Bowman SA, Vinyard BT. Fast food consumption of U.S. adults: impact on energy and nutrient intakes and overweight status. J Am Coll Nutr 2004;23:163-68.

Sample Demographics:• 9 participants – 6 female, 3 male• Restaurant owners (8), local chef (1)• Mean age – 32.3 years• Race/Ethnicity – 100% white/Caucasian

• Karla Hanson, PHD; Patsy Brannon, RD, PHD;• Division of Nutritional Sciences, Cornell University• Participating restaurant employees• Cornell Cooperative Extension

Highlights:• “Pretty much, the biggest factor [of concern] is my customers walking through the door.”• “I think people are geared towards whether it tastes good, looks good, better be hot, and

the price better be right. I think all of those things kind of trump the healthy thing.”

• For nutrition educators:• Consider future collaborations with the food industry in the creation of community

health initiatives.• Provide restaurateurs with education on nutrition and healthy cooking.• Efforts to create healthy dining programs at a local level, modeled by current

national programs, which are supported through partnerships of local restaurateurs and nutrition professionals, can lead to increased publicity and support for the businesses involved while improving the menu items offered to the community.

• For further studies:• Future research is needed for the creation of universal and standard criteria for

healthier menu items.

CONCLUSIONS

Participants’ suggestions for improving the dining habits of customers:• Customers and restaurateurs need skills:

• “I don’t know if [consumers] have the tools to decide healthy options…”• “We used to sell these muffins. One night we discovered that it has like, 600

calories… We didn’t know. We just sold them...”• Customers react more positively to slow, incremental changes:

• “You gotta stick to subtle, gradual, incremental changes…as opposed to just saying, stop everything you’re doing and start over. You’re doing it all wrong.”

• Presentation is very important: • “Some of it has to do with how the waiting [staff] presents it and describes it.”

• Sales are the driving force in all menu modification decisions.• Customer requests are the fundamental sign for demand and potential of rise in sales.• Although restaurant owners are willing, the community is not requesting the addition

of healthier options, aside from special diet modifications.• Restaurant owners, as well as community residents, are in need of skills related to

identifying healthier food items and incorporating such items into daily meals.

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Benefits BarriersHealthy items increase menu diversity. Majority of participants noted lack of demand

50% participants saw no significant cost risk. 50% commented on the higher cost of healthier ingredients

Improves community reputation of restaurant

Restricted diets, demand for modifications on the rise

Benefits of and Barriers to Adding Healthier Menu Items

Perceived Factors Influencing Customer Menu Decisions

Value-Portion Size

Mood/Preference

"Special Occasion" Attitude

Restricted Diet

0 1 2 3 4 5 6

Times Mentioned

Menu Changes: Restaurant Owners’ Main Concerns

Based on the Theory of Planned Behavior

Attitudes/Beliefs

Perceived Subjective Norms/Values

Perceived Control

Behavioral Intention

Behavior

CONCEPTUAL FRAMEWORK