How To Meet Consumer Expectations In A Post-Pandemic World

Among other lessons, COVID-19 has reinforced the evergreen value of menu transparency and the importance of sourcing premium ingredients. Both consumers and operators are re-evaluating these ideals through the prism of their pandemic experience. Recent research conducted for Datassential’s ONE TABLE community initiative crystalizes both audiences’ current thinking and offers a path forward in terms of menu innovation and guests’ peace of mind.

Inform Consumers

“Made in the USA” was an important claim for more than half (56 percent) of consumers even before the pandemic, according to Datassential’s ONE TABLE survey of consumers in early May. Of those who initially said it was important, seven in 10 consumers believe it’s still important. Other premium claims that continue to resonate in the wake of COVID-19 include “all-natural” (62 percent), organic (59 percent) and No Antibiotics Ever (57 percent).

The lesson for operators: Consumers still want to know where their food comes from. In the current climate, they may be wary of foreign meat, so opt for chicken and turkey that is hatched, raised and harvested in the United States. Premium attributes such as No Antibiotics Ever can also strengthen your menu claims. Be proud of what you serve and adjust your premium claims to match consumer interests.

Equally important: Communicate these messages on your menu and on your website. Even if you’re still working toward better sourcing practices, apprise consumers of your journey. For example, by 2024, Pret A Manger, Focus Brands and others have committed to following a set of chicken welfare standards set forth by 10 animal advocacy groups.

Chick-fil-A offers the following philosophy as the rationale for its rigorous food quality and safety standards: “Food is essential to life, therefore make it good.” The company sources “100 percent real, whole, boneless breast of chicken that has never been ground or separated, and that contains no fillers or added steroids or hormones.” It goes on to explain that its chicken “is raised in barns (not cages), on farms in the United States, in accordance with our Animal Wellbeing Standards, and with No Antibiotics Ever (since May 2019).”

Bottom line: It behooves all foodservice businesses to find similar ways to communicate the qualities of their operations that matter to consumers.