Canadian Pizza Magazine

Features Business and Operations Marketing
Consumers interest in mindful dining grows, says report


November 14, 2014
By Canadian Pizza

Topics

Nov. 14, 2014, Chicago – Today’s consumers are more likely
to choose restaurants that treat employees well and support the community, suggests a recent study by the Culinary Visions Panel.


Nov. 14, 2014, Chicago – Today’s consumers are more likely
to choose restaurants that treat employees well and support the community, suggests a recent study by the Culinary Visions Panel.

In addition to expecting good food, attentive service and
value for the dollar when they dine out, consumers consider a restaurant’s
culture and sense of community, said the study.

Insight was collected from more than 1,200 consumers about
their perspective on ethical choices that impact their decisions when they dine
out or purchase food away from home.

Advertisment

Mindful dining has become a way of life for a growing number
of health- and environmentally conscious consumers, who are not only
scrutinizing the restaurants they visit, but also the menu items offered.
Evidence of this can be seen in the prevalence of organic food, natural
products and locally sourced ingredients.

Variables at play include convenience, clean eating,
positive positioning, cost versus service and environmental responsibility.

Highlights of the study:

  •     83 per cent of
    consumers like to patronize restaurants known for treating their employees
    well.
  •     73 per cent of
    respondents choose to patronize restaurants that support their local community
    or causes they believe in.
  •     At restaurants
    that promote positive business practices and responsibly source ingredients, 52
    per cent expect fresher food, 48 per cent expect healthier food, 45 per cent
    expect the food to taste better, and 33 per cent expect the food would cost a
    bit more but be worth it.
  •     The top menu
    claims that influence consumers' menu choices were: Fresh (86 per cent); Local
    (73 per cent); Whole Grain (68 per cent); All Natural (66 per cent); and No
    High Fructose Corn Syrup (62 per cent).
  •     Other menu claims
    that influence ordering include: Grass Fed/Pasture Raised (59 per cent);
    Hormone Free (57 per cent); Antibiotic Free Protein (56 per cent); Free
    Range/Free Roaming (55 per cent); Non GMO (55 per cent); Sustainably
    Caught/Raised (54 per cent); Fair Trade (54 per cent); Heirloom Fruits and Vegetables
    (52 per cent); Cage Free (52 per cent); and Organic (50 per cent).

Read more on restaurant and pizza industry trends in the January/February issue of Canadian Pizza.