Nourish October to December 2019_Sustainability

sustainable

urish

VOLUME 6

OCTOBER TO DECEMBER 2019

sustainability: KEY INGREDIENT FOR FOODIES

appeal

CROSS GENERATION

THREE TIPS TO

domainate

ONLINE ORDERS

unite

MEAT LOVERS

SOCIAL MEDIA

advertising

CUSTOMER TRAFFIC

Did you know?

•

85% of restaurant customers will visit a restaurant’s website before deciding to dine there.

•

42% of all visits to a restaurant’s website are conducted on a mobile device.

•

Social media will often point to your website, which is often viewed on a mobile phone.

•

Only 5% of Independent Restaurants have mobile websites.

•

Only 40% of Independent Restaurants have menus available online.

Increasing Foot Traffic

Digital Engagement | Website

Most Independent Restaurant Operators

We all know of the double-digit growth in the

know how important customer engagement

take-out industry over the past few years.

is, the problem is that its evolution has

The NRA reports that 70% of all restaurant

passed the operator’s bandwidth. Using an

orders will be “to-go” by 2020. Technology

outside agency or local Marketing firm is

has enabled this with the adoption of better

not only costly, but the results are usually

organized online ordering platforms. It is

very

media

common for an independent operator to

impressions instead of traffic. They typically

see an average to-go check increase of 20%

use

along with an increase in order frequency

poor.

They

generic

monitor

content

social

that

reduces

the

opportunity to gain followers due to the

of

lack of sharability.

Hiring the right online ordering service

2.5

times

through

online

ordering.

is an important decision for operators.

We

coach

operators

on

social

media

strategies that leverage their own employees

Website updates are critical to earning more

for shareable content. This will not only convert

prospective customers. The front page should

their followers into an online community, but

depict the restaurant’s vibe, giving a good

it will grow their reach beyond any generic

impression on what the patron can expect

content campaign.

from their experience. The menu should be clean and concise, in a text format so that

Consulting

with

operators

on

updating

it can be translated through other virtual

profiles and organizing virtual pathways

touch points. Pictures should be current

increases their search engine optimization

and professional, including food photos in

and online visibility.

the proper lighting that depict the plates a customer can currently purchase. “Get

Today small businesses are hyper-focused

Directions”, “Contact Us” and “Call Now”

on

buttons

branding.

operator’s

In

fact,

livelihood

the

independent

depends

on

it.

make

the

customer

experience

easier and lead to a quicker adoption rate.

Branding brings your customers closer to you. As they feel a connection with your

We work with operators to diagnose their

brand, they patronize more often. Repeat

virtual presence and find solutions to enhance

business is a solution to growth in today’s

their visibility. Our partner, Menuetta is a

market

more

restaurant marketing firm specializing in

customers with our competitors. As our

website design and support specific to our

industry’s foot print continues to grow,

industry. Their integrated system options

developing customer loyalty strategies has

make digital marketing easier and more

become a top “ask” for our operators.

responsive without “breaking the bank”.

as

we

share

more

and

what we offer in

Operations Consulting Menu Analysis | Ideation | Costing | Engineering: Review and breakdown sales data, identify menu voids, collaborate with culinary team on menu items, review costing best practices, engineer new menu to sell most popular and profitable items.

Menu Design | Menu Printing: Full service menu consultation with design, edits and printing.

Foot Traffic | Website | Social Media Engagement: Identify current conditions, outline a strategy to increase search engine optimization, website analysis, content structure for social media posts, promotions and engagement, team workshops for virtual marketing strategies.

Work on best opportunities for online ordering and customer loyalty programs.

Operations Analysis: Line flow, steps of service, shift observation, sales data and P&L review, fixed and prime cost analysis.

Staff Training: Operations and procedures, waste culture, steps of service, menu selling tactics, recipes and demos for new menu items, general manager and kitchen manager training.

Mystery Shopper: Total customer experience evaluation.

PERFORMANCE EDGE SERVICE MENU Products & Services •

Product mix analysis

•

Staff training

•

Cost analysis

•

Social media strategies

•

Menu voids & ideation

•

To-go menus

•

Menu engineering

•

Branding stickers

•

Menu design & edits

•

Tamper labels

•

Professional printing

•

Kids menus

MEET MICHAEL SCHMITT, Business Development & Sales Support

Michael brings over 35 years of restaurant experience including more than 25 years of business ownership to Performance Foodservice – Springfield. He has worked with hundreds of independent restaurants along the East Coast solving their foot traffic, profitability, and labor issues. Michael works with the training team on customer engagement, specialist and vendor deployment and with qualified customers as an operations consultant. He is excited to bring his experiences as an operator, consultant and sales leader to the support team at Performance Foodservice - Springfield.

Menu Ideation | Menu Engineering | Costing Your menu is the most important marketing tool you own. The process of engineering is used to grow your sales with keyword descriptions, point-specific highlighting, compartmentalization and sizing. We create menu suggestions and design elements to grow profit and repeat business. Within this process, we identify menu voids to make expert-driven recommendations and show operators how to cost out plates. For final designs and printing, we partner with Menuetta.

√√

Responsive website with dedicated mobile site

√√

Online ordering with email and text notifications

√√

Digital menu boards

√√

Email and sms/mms text messaging

√√

Facebook publishing of menu and promotions

√√

Printed menus (in-house, takeout, direct mail)

Menuetta offers a fully integrated platform that eliminates all the timely steps involved in coordinating a menu change and/or promotion across multiple platforms.

Social Media Engagement Social media is an inevitable part of running a modern day restaurant. With over 200 million posts tagged #food and 23 million with #drinks, food and beverage photos are easily some of the most popular types of content on Instagram. Customers are most likely posting about your restaurant whether you interact with them online or not. The good news is social media isn’t going anywhere, so it’s never too late to build an online presence!

How do we serve operators?

We coach operators on how to successfully build brand recognition, improve trust and loyalty, and stay connected with their guests, while creating a consistent voice that accurately represents their restaurant.

4

Tweets replaced radio spots, Instagram and Facebook replaced print ads and TV commercials, online review sites replaced the Yellow Pages and everyone is a restaurant critic.

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Volume 6: what’s inside

5

LABELING ORGANIC PRODUCTS Organic products have strict production and labeling requirements. Unless noted below, organic products must meet the following requirements:

Your certifying agent will review and approve each of your product labels to ensure compliance. To learn more about labeling requirements in the USDA organic regulations, visit www.ams.usda.gov/NOPOrganicLabeling.

-

Produced without excluded methods (e.g., genetic engineering), ionizing radiation, or sewage sludge.

-

Produced per the National List of Allowed and Prohibited Substances (National List).

100 PERCENT ORGANIC

-

Overseen by a USDA National Organic Programauthorized certifying agent, following all USDA organic regulations.

Raw or processed agricultural products in the “100 percent organic” category must meet these criteria:

Can a product be labeled “organic” without being certified?

Overall, if you make a product and want to claim that it or its ingredients are organic, your final product probably needs to be certified. If you are not certified, you must not make any organic claim on the principal display panel or use the USDA organic seal anywhere on the package*. You may only, on the information panel, identify the certified organic ingredients as organic and the percentage of organic ingredients. *Some operations are exempt from certification, including organic farmers who sell $5,000 or less. http://1.usa.gov/organic-certification.

An overview of labeling the various categories of organic products is provided below.

PDP

_______ _______ _______

PRINCIPAL DISPLAY PANEL: portion of the package most likely to be seen by customers at the time of purchase.

INFORMATION PANEL: includes ingredient statement (list of ingredients contained in a product, from highest to lowest percentage of final product) and other product information.

-

All ingredients must be certified organic.

-

Any processing aids must be organic.

-

Product labels must state the name of the certifying agent on the information panel.

PDP

May include USDA organic seal and/or 100 percent organic claim.

_______ _______ _______

Must identify organic ingredients (e.g., organic dill) or via asterisk or other mark.

ORGANIC Raw or processed agricultural products in the “organic” category must meet these criteria: -

All agricultural ingredients must be certified organic, except where specified on National List.

-

Non-organic ingredients allowed per National List may be used, up to a combined total of five percent of non-organic content (excluding salt and water).

-

Product labels must state the name of the certifying agent on the information panel.

PDP

_______ _______ _______

USDA National Organic Program | Agricultural Marketing Service

May include USDA organic seal and/or organic claim.

Must identify organic ingredients (e.g., organic dill) or via asterisk or other mark.

LABELING ORGANIC PRODUCTS (continued) “MADE WITH” ORGANIC Multi-ingredient agricultural products in the “made with” category must meet these criteria: -

At least 70 percent of the product must be certified organic ingredients (excluding salt and water).

-

Any remaining agricultural products are not required to be organically produced but must be produced without excluded methods (see page 1).

-

Non-agricultural products must be specifically allowed on the National List.

-

Product labels must state the name of the certifying agent on the information panel.

PDP

_______ _______ _______

May state “made with organic (insert up to three ingredients or ingredient categories).”

Must not include USDA organic seal anywhere, represent finished product as organic, or state “made with organic ingredients.”

Must identify organic ingredients (e.g., organic dill) or via asterisk or other mark.

SPECIFIC ORGANIC INGREDIENTS Multi-ingredient products with less than 70 percent certified organic content (excluding salt and water) don’t need to be certified. Any non-certified product: PDP

_______ _______ _______

Must not include USDA organic seal anywhere or the word “organic” on principal display panel.

May only list certified organic ingredients as organic in the ingredient list and the percentage of organic ingredients. Remaining ingredients are not required to follow the USDA organic regulations.

I’m combining organic and nonorganic ingredients to make blueberry muffin mix. How am I allowed to label it?

Based on the label, IF the product contains at least 70 percent certified organic content (excluding salt and water) AND is overseen by a certifying agent, your

muffin mix would qualify for the “made with” organic labeling category.

To qualify for the “organic” category and use the USDA organic seal, your blueberries and cinnamon would also need to be certified organic.

Jane’s Muffin Mix

Ingredients: Organic enriched wheat flour (wheat flour, niacin, reduced iron, thiamin mononitrate, riboflavin, folic acid), organic cane sugar, blueberries, baking soda, salt, cream of tartar, cinnamon.

Distributed by Jane’s Foods, Inc. Made with organic Certified Organic By John Doe wheat flour and sugar! Certification, Inc.

ALCOHOL. In addition to the USDA organic

requirements, alcoholic beverages must meet the Alcohol and Tobacco Tax and Trade Bureau (TTB) regulations, including sulfite labeling requirements.

Any use of added sulfites means that the wine is only eligible for the “made with” labeling category and may not use the USDA organic seal.

Please note that sulfites may only be added to wine “made with” organic grapes; wine labeled as “made with” other organic fruit (e.g., apples) may not contain added sulfites. Organic alcohol labels must be reviewed by an organic certifying agent and the TTB. Learn more: http://bit.ly/organic-alcohol

TEXTILES. If the finished product is certified organic

and produced in full compliance with the USDA organic regulations, the entire product may be labeled organic and display the USDA organic seal.

If all instances of specific fibers in the finished product are certified organic, the label may claim the specific fibers are organic and identify the percentage of organic fibers.* Textiles that meet the Global Organic Textile Standard (GOTS) may be sold as organic in the U.S.* *Unless the finished product is certified to the USDA organic regulations, product labels may not state or imply that the finished product is USDA organic or use the USDA organic seal.

COSMETICS & PERSONAL CARE PRODUCTS For labeling guidelines on cosmetics and personal care products, visit http://bit.ly/nop-personal-care.

MEAT

LOVERS UNITE

Menu strategies in a plant-forward landscape

By Katie Ayoub The darling of the food world right now is the vegetable. Actually, plants in general. There’s certainly a lot to celebrate as chefs continue to exalt produce, nuts and legumes in ways that make them worthy of the bright spotlight. But in all of that well-placed excitement, animal proteins still command the stage. Consider this: Tender Greens, a Los Angeles-based fast casual that serves seasonal salads, soups, sandwiches and plates, pays serious attention to the flavor development and craveability of its plant-based ingredients. As evidence, look to its Happy Vegan Salad with farro, cranberry and nuts, quinoa with cucumber and beets, green hummus, tabbouleh and baby greens in a bright lemon vinaigrette.

But meat is still a big part of the menu mix. Why? We asked CEO and president of the concept, Denyelle Bruno. Her answer is straightforward, but telling: “It remains part of the conversation because, despite being called Tender Greens, our No.1 item is our steak plate.”

8

Beans sees a fresh approach to a meat-centric entrée.

(

(

Lazy Dog’s new Pork Belly N’

Tender Greens is not alone. Most restaurant brands can report that consumers continue to seek meat out on

menus.

In

fact,

2018

saw

record-high

meat

consumption among American consumers, according to

the

U.S.

Department

of

Agriculture.

But

it’s

not wrong to say the landscape is changing, with phenomenal

plant-forward

menu

development

sprouting up and making way for an evolved way of eating.

IT’S A WIDE WORLD With all of the plant-forward menu innovation, how does animal protein fit into the conversation, and how do restaurants ensure they’re not leaving the vast number of meat eaters behind?

“I think a lot of R&D is naturally morphing into a menu that doesn’t get a ‘no’ vote from a meat eater, vegetarian or vegan—there’s something delicious on the menu for everyone,” says Katie Sutton, consulting chef at Katie Sutton Consulting in Orange County, Calif. “But what that looks like for each brand is very different.”

Fast

casuals,

she

says,

have

a

more

straight

forward pathway here. “It’s all about customization and variety so it’s easier to give guests the options of meat-centric or plant-centric,” says Sutton. She helped create the menu at Plancha Latin Kitchen, a

Latin

fast

casual

in

Long

Beach,

Calif.,

that

launched in August. “We brainstormed a lot about where meat would fit into the menu, and it’s got a big presence, but our ideation naturally took us more toward vegetarian options as a lot of the cultures

we’re

ingredients,” deft

she

balance,

representing says. where

are

The

menu

diners

can

heavy

in

those

demonstrates order

a

Chipotle

Cauliflower with brown rice, black beans, chipotle cauliflower,

Cuban

salad,

chimichurri

and

crispy

garbanzos. They can also choose Cuban Carnitas, with “plancha” rice, braised greens with bacon, carnitas, Cuban salad, Peruvian green sauce and escabeche.

9

Those

represent

ability to help diners decide where

table, sharing plates and dipping

style

their balance lies. Take a look at

into plant-centric or meat-centric

not

The Little Beet Table, a 100 percent

with glee.

to

entice

gluten-free restaurant concept that

strict

meat

serves American fare, with locations

“The goal with our menu is to

eaters. Instead, the restaurant’s

in Chicago and New York and

have

varied,

two

in

says Matt Aita, executive chef.

Chevy Chase, Md., and Greenwich,

“We try to have a diverse and

Conn.

versatile

a

choices

don’t

“stay-in-your-lane”

of

dining;

necessarily strict

an

Plancha looking

vegans

or

modern

important

is

menu

reflects

consumer

shift

that sees a fluidity in dining habits.

more

opening

soon

Plant-forward on Tuesday, meat-

something

menu,

for

and

everyone,”

we

give

the option to add protein to

centric on Wednesday. As long as

Its menu is thoroughly modern,

pretty much all of our salads

it’s well executed, it all plays to a

with dishes like Baby Carrot with

and bowls, so people can mix

broader consumer base.

carrot miso and sunflower-seed

and match to their preferences

granola,

while

or

Grilled

Short

Rib

still

enjoying

with rice noodle, pea-shoot salad,

flavorful

a

black garlic and chile oil. Animal

is a smart strategy in appealing

proteins

to today’s diner.

accepting some

that’s of

restaurants

personalization

10

more

readily

customization, are and

using share-

on

are

the

encouraged

well

menu. to

represented Guests

order

for

are the

That

really

Although fast casuals may have format

meal.”

a

flexibility

feel through it's blistered tomato relish.

(

(

Firebirds' summer feature of a Honey Chile Glazed Pork Chop sees a hefty portion, but adds a modern

A SHIFT IN INSPIRATION

He

One of the wonderful elements of the plantforward movement has been the sheer creativity behind menu development, truly adding craveability to ingredients that used to be sidelined. Gjelina in Los Angeles, one of the pioneers here, set the bar for flavor complexity in dishes like its Charred Yellow Wax Bean with cherry tomato, Fresno chiles, basil and dukkah. Gabriel Caliendo, VP of food and

beverage

and

co-founder

of

Lazy

Dog

Restaurant & Bar, a Huntington Beach, Calif.-based casual-dining concept, uses that “new” model of flavor development around plant-based ingredients as a starting point for protein-heavy menu ideation.

offers

a

chermoula-charred

carrot

as

an

example. “If I start with wanting to feature that ingredient and those flavors, I then build from there,” he says. “Before, we would always begin with the protein. That has shifted.” So, he has the chermoulacharred carrot. It leads him to Morocco. “That makes me think of pomegranate molasses and couscous, and Moroccan chicken,” says Caliendo. “But instead of a center-of-the-plate chicken breast, I’ll dice it and toss it in a harissa-spiked sauce, then lay it over couscous with those chermoula-charred carrots. But I’ll want it to fit into our concept, where the pillars are Americana, so I wouldn’t serve it in a tagine.

Instead, I’ll probably put that in a cast-iron skillet.”

The

strategy

sees

Lazy

Dog

highlighting

trending

ingredients

but

cushioning them in the familiar. “I’m grounding that dish with chicken, but the inspiration is the carrot—we’re building off of flavor profiles that aren’t widely exposed, but relying on proteins to deliver those flavors,” he says. Loosely, his formula pairs more “extreme” flavors with chicken, “middleof-the road” flavors with shrimp, and more familiar flavors partner with proteins like lamb and Kobe beef.

“We have to ask ourselves: How far out there is this? Then we rein it in with the protein pairing,” says Caliendo.

He shares his thinking behind developing a new menu item: Pork Belly N’ Beans. His starting point was legumes, and he wanted to feature them in a higher-end menu item. “My filters were rustic and Americana,” he says. “I wanted to develop a pork and beans dish that highlighted American producers.” The dish, served in a cast-iron skillet, features Beeler’s pork belly slow braised in bone broth with warm heirloom beans, topped with pickled mustard seeds, green-onion crumble, and served with grilled country toast. “It’s a fun dish that is meat-focused and plant-focused— and all of it is recognizable to our guests,” says Caliendo.

STEPPING UP VALUE Menuing smaller portions of meat is a viable strategy that a number of restaurant brands are implementing, following a “protein flip” model that decreases the protein size while increasing the plant-based ingredients on the plate. Other restaurants want to maintain portion size.

Steven Sturm, corporate executive chef of Firebirds Wood Fired Grill, based in Charlotte, N.C., describes the concept’s core as “meat and sides.”

“Our menu appeals to meat-centric consumers, so on our core menu, our portions are unchanged,” he says. But the brand is embracing veg-centric innovation. “Our primary focus now is on sides and a presentation change-up,” says Sturm. That includes enticing, signature sides like Port Mushrooms, Cider Slaw and Spiced Pecan Green Beans.

At Firebirds, entrée innovation involves greater attention to flavor detail on the accompanying components. Sturm points to the summer feature of the Honey Chile Glazed Pork Chop as an example. It features a 12ounce, hormone-free, center-cut chop, served with crispy sweet-potato fries and blistered-tomato relish. “It’s a hefty portion still, but we’re increasing value with attention to flavor on the whole plate,” he says.

For example, the tomato relish features multi-colored tomatoes cooked in

an

ancho-balsamic

reduction.

“Our

strategy

is

about

offering

interesting, flavorful sides that serve as a gateway for people who want to go on a plant-forward journey.”

12

Firebirds is also looking at maintaining portion size but changing up the cut of meat to help offset the cost of the new style of sides. “We’re putting more money into sides, but we still have to hit that price point that our guests want,” he says. The restaurant’s spring feature of Wood Grilled Flat Iron Steak is a great example, sliced and served with roasted garlic butter, crisp Parmesan fries and a marinated cucumber salad. “The flat iron is 100 percent edible, so the value is still there when compared to a ribeye, where 10 to 15 percent

MODERN MOVES In

this

rapidly

changing

landscape,

how

do

restaurants cater to the guest looking for a plantforward dining experience without disenfranchising the traditional meat-eater? Nicky Kruse, senior strategist for The Culinary Edge, a food and restaurant

innovation

agency

based

in

San

Francisco, weighs in with five key menu strategies: •

Give Produce a Meatier Role Let vegetables become the hero, really developing

isn’t edible,” says Sturm.

flavor complexity for that crave factor.

Lazy Dog is following a similar strategy, serving

•

Bring Produce into Traditional Meat Formats

and

Incorporating vegetables into traditional “meat

waffle-cut au gratin potatoes, green beans with

only” formats allows animal proteins to remain

an almond-walnut crumble and housemade gravy

front and center, but balances the dish with a

on the side. “When I go to a steakhouse, I look for

plant-forward approach. The blended burger is a

interesting sides that accompany the meat,” he

great example.

10-ounce

flat

iron

with

garlic

butter

says. “I took that approach with the waffle-cut potato gratin and the green beans—a play on green

•

If reducing center-of-the-plate proteins seems

bean amandine—to increase the value proposition.”

like too big of a leap, an alternative approach is to keep the protein portion the same, but increase

Just as with the wave of mindful flavor innovation

the amount and variety of vegetables on the

around plant-forward menus, chefs today are

plate, cooked with great attention to detail.

paying attention to the importance of innovating around ones.

meat-centric

Double Down on Vegetables

•

Up Your Small-Plates Game Consider adding a menu focused on small plates, where guests have an opportunity to try vegcentric dishes without the commitment of a full meal.

•

Commit

to

High-Quality

Proteins If meat continues to play a hero role on your menu, using higher quality, humanely raised, and ethically sourced proteins can help reinforce overall value and commitment to quality.

(

Plancha's Organic Chicken with black beans and planchacharred vegetables demonstrates mindful sourcing.

(

a

3 Tips to Dominate Restaurant Online Ordering Sales

Modern Marketing For Restaurants Whether you’re a single location or a franchise with units spanning coast to coast,

June 2019

the growing cost of running a restaurant are not for the faint of heart.

Operators should always be privy to ways of cutting labor costs, and one of the first places they should look is how they can improve their digital ordering. MGH, a Google Premier Partner agency that specializes in multi-location and franchise restaurant marketing, has compiled a list of three tips to galvanize your online ordering results. Whether you’re new to the online ordering space or a seasoned veteran, these tricks offer surefire ways of driving profitable online revenue:

1. Don’t shun email, segment instead The cost to acquire a new customer is higher than retaining a current one, and email is a tried and true method of staying in front of customers you’ve already earned. Now, it’s time to take that email game to another level.

One size doesn’t fit all with email marketing, which is why some messaging shouldn’t go to your entire list. Find out which customers have the highest propensity to come back, along with the ones who might need an extra nudge. Segment it further by category, lifestyle, demographic, etc. The more specific the message, the more effective it will be.

Now that you’ve broken your emails out, it’s time to get smart with how often those customers are getting your message. Increasing the frequency of your well thought out messages will help you get in front of your audience as often as possible. Some tools are even leveraging artificial intelligence to ensure your email is delivered with precision at the best time and frequency. Don’t be afraid to explore tech options if your bandwidth to scale is an issue. It’s worth it!

2. Watch your conversion rate like a hawk Driving traffic to your online ordering site can be your main focus, but if customers have a poor experience upon arrival, those efforts were all for naught. High click counts only matter if they’re accompanied by an entrée and a drink.

In order to test and improve the conversion rate of your website ordering process, start by setting a clear baseline with your analytics team to understand what’s causing customers to drop off once they get close to completing an order.

Develop a hypothesis — if we change X, we think customers will be much more inclined to do Y — and then work with your developers to test. Not every idea will yield results, but testing is still key. The more changes you can cross off your efficiency list, the better chance the next one will make an impact you can learn from. Be careful during this process, however, as some changes may negatively impact your sales. We certainly don’t want those ineffective tests running longer than they need to before information is learned.

3. Identify points of friction and remove them Since we’re in the testing mood, investigating pain points in your ordering process should be a high priority as well.

In today’s world, speed and convenience are everything. Stay focused on removing any digital roadblocks between you and your customer, and then go out to find your customers where they already are.

There are tools you can utilize to track users and find trends in behaviors that may be causing them to drop off. Surveying customers also achieves a similar objective, and if you have specific theories of what could be the issue, write specific questions geared to those hypotheses.

Enlisting competitor and industry research can be a great way to close the gap as well.

What is your competition doing in their ordering process that you could emulate or even improve upon? Are features like saved order preferences, payment information and rewards programs the difference between a sale and a dropped lead?

Further, exploring new ways for your customer to

Between navigating conversion rate optimization, driving

complete their order will go a long way. A recent

awareness of your online offerings (store signage, box

Juniper Research study estimated that retail sales from

toppers, targeted ads) and effectively utilizing the data

Chatbot orders will nearly double each year from $7.3

you’re collecting throughout the process, there’s no one

billion this year to $112 billion by 2023. A number of online

more qualified to help than an experienced agency.

platforms have started incorporating voice ordering as well.

You are not alone

If you’re in search of a trusted marketing partner with experience in multi-location or franchise restaurants, reach out to MGH and its CEO Andy Malis at 410-9025012 or amalis@mghus.com.

CROSS-GENERATIONAL APPEAL Strategies to help attract multiple demographics An exploration of potato-based breadings and crusts reveal a wide variety of applications and benefits, from gluten-free options to enhanced browning and adhesion.

By Maeve Webster

When it comes to consumer demographics, foodservice has tended to view different age cohorts in a segmented way. Rather than paying attention to the broadest markets, the focus has been squarely on Millennials— followed by Gen Z—with other generations left behind or left to fend for themselves in a food landscape that increasingly sees them as less relevant.

How realistic is a strategy that excludes or ignores a large share of the population? The answer is not very.

In an increasingly competitive landscape, foodservice operators need to create spaces and menus that appeal to a broad array of consumers.

Conversations around appeal of flavors, foods or formats suggest there is no intersection around which an operator may work.

Furthermore, Millennials and Gen Z are known for the emphasis they put on experiences—this can exclude the more comfortable atmosphere favored by many older consumers.

Urban restaurants will

Operators need to find ways, within the boundaries of their brands, to appeal to and draw consumers across generations to ensure the strongest possible competitive position. What follows are six points to

consider

when

strategizing

around

cross-

generational objectives.

REVERSE MIGRATION Conventional demographic wisdom has held that cities are the bastions of the young, while the suburbs and rural areas are primarily where older consumers moved or stayed. Conversely, younger consumers flocked to urban areas only to shift out to the suburbs and rural areas when the time was right (read: when they get too old for the city or they start families). This is no longer strictly the status quo. In fact, demographic trends suggest a shift in these long-held beliefs, and this shift will force operators in urban, suburban and rural areas to rethink their strategies going forward.

Boomers, particularly those who are more affluent, are trading in suburban life for urban living. These consumers can afford the higher cost of living in cities and are looking for a lifestyle that’s more manageable: no lawns, easily walkable, with plenty to do. On the flip side, younger consumers are struggling to afford city living and many are looking for a stronger connection to the earth or outdoor spaces.

be faced with both a declining younger population and a growing older population.

In the suburbs, the opposite will be true with more younger consumers— both with and without children—seeking respite from the congestion and expense of the city, but not willing to sacrifice on quality, convenience or variety. Operators in both areas need to be prepared for the shifts to endure for the long term.

BOOMER BENEFITS Though much of the industry has focused on younger

consumers,

which

is

understandable

based on their size and potential spending power, Boomers offer operators stability that is often lacking with younger patrons.

Consider, for a moment, that Boomers are the most affluent generation ever to retire. These consumers cannot only afford urban prices but generally have more money to spend than younger consumers.

Furthermore, older consumers are typically more loyal than are younger consumers, particularly compared

with

Millennials.

These

consumers

will not only come back repeatedly, but, in urban areas, may even be your most frequent visitors.

17

Additionally, Boomers are very likely to tip better—particularly for staff that recognizes them as regulars and treats them accordingly—and may spend more per visit.

THE FOOD HALL PARADIGM Consider the ongoing success and proliferation of food halls. These concepts have created spaces that draw in a variety of consumers from a diverse set of demographics. Food halls are the modern equivalent of the never-ending menus of the ’80s, in which operators sought to appeal to nearly everyone. Food halls succeed because the focus is on quality as much as variety—and the breadth of concepts featured in these food halls is sure to create a “somethingfor- everyone” environment. Additionally, each stall or vendor has a unique feel, adding personality to the entire venue.

What can be learned from food halls? The objective should not be to expand menus to the breaking point in the hopes of eliminating the veto vote. This is not feasible given operation complexity, labor and ingredient costs. Rather, restaurants should take notice of the ways in which food halls create unique spaces and offerings that maintain high quality but offer diverse experiences, from food to atmosphere, connecting a disparate group of vendors, backgrounds and age groups in a setting that makes everyone feel welcome and appreciated.

THE COFFEEHOUSE VIBE It’s often assumed that younger consumers only want to hang out in places with other younger consumers, and vice versa for the older among us.

There

is,

however,

little

evidence that this is the case.

In fact, operations that attract a broad cross section of consumers can have some of the most.

Consider

local

or

chain

coffeehouses that draw in consumers from diverse backgrounds and across multiple generations, keeping them there for long periods of time. A large part of the appeal of these operations is the confluence of so many individuals from different backgrounds and age groups in a setting that makes everyone

18

feel welcome and appreciated.

CURATING VS. EXPANDING MENUS The goal in appealing to multiple generations is not to create such complex and unwieldy menus that operational efficiency as well as labor and food costs become unmanageable, but rather to broaden the reach and appeal of the menu to capture—and maintain—the largest possible patron set. A carefully curated menu can incorporate options that appeal to Boomers who are more risk-averse and seek familiarity and comfort, as well as younger consumers who are looking for new experiences.

Consider creating base elements that focus on familiar flavors, ingredients and formats upon which more unique elements can be layered or added. The familiar bases can capture older consumers, while the layered or customizable elements can encourage safe experimentation to radically improve new experiences across a broad swath of consumers.

EXPERIENCES WITHIN THE SPACE Larger brands can leverage their footprints to create a host of experiences within their concepts. In theory, the designs can focus on the different experiences that various generations may be seeking— upbeat and dynamic for younger consumers, comfortable and relaxing for older consumers.

But, in reality, accommodating a variety of needs makes an operation more relevant for a larger amount of parties. This does not necessarily require radical remodeling, but rather a careful consideration of how the space can be effectively used. The most obvious is a bar versus dining room vibe—but not so segmented that parties in each group feel cut off. Here, inspiration can be drawn from the active public spaces in innovative hotels that are creating unique spaces within larger common areas to accommodate everything from social gatherings to quiet business meetings, while still allowing for a broader experience in a dynamic open space. Sound, seating and hardscapes are techniques that can create rooms within the room.

STAYING TRUE TO THE BRAND Operators must always remember that any solution should maintain the integrity and strength of the brand and strategic focus of the operation. At no time should an operator make changes solely to appeal to any demographic group if that change skews away from brand identity. Those changes ultimately weaken the brand and will create issues in drawing any demographic, putting the operation in a precarious competitive positioning. At all times, the integrity of the brand must be maintained to ensure patrons of any generation understand the operation’s values, offerings, and atmosphere.

15

19

COMPOSTING FOR RESTAURANTS: WHY AND HOW Stephanie Ganz | featured on performancefoodservice.com

The

restaurant

industry

loses

an

estimated

$162 billion dollars per year due to food waste according to the USDA. The EPA estimates that 60% to 80% of all restaurant garbage is food waste. Research shows that an investment of $1 in food waste reduction can yield $8 in savings for food businesses, and reducing food waste conserves resources like water, reduces methane emissions, and helps in reducing food insecurity.

amount of responsibility for finding ways to prevent food waste, plus it’s just good business. Along with thoughtful menu planning and proper training of to

help

composting

eliminate

represents

one

unnecessary obvious

waste,

way

that

restaurants can participate in improving the food cycle in their communities.

-

things

cardboard,

bread,

pasta,

egg

non-dyed

paper,

leaves,

grounds,

fruits

and

vegetables,

shells, and

coffee grass

clippings—resulting in the creation of nutrientrich soil. Items that should not be included in your compost pile include meat, dairy, grease, diseased plants, an excess of onion or citrus peel scraps, glossy paper, stickers (like the ones found on produce), and sawdust.

Composting requires very little equipment and a small amount of education and dedication to yield positive results.

Choose a composting bin with ventilation, and add a layer of soil (or compost starter) to the bottom of the bin. Invest in an implement to turn compost - you can use a garden fork, shovel, or

Choose an appropriate location that’s accessible to staff but removed from the dining area, ideally one with some ventilation.

Equip cooks with small buckets that they can keep on their station for removing compostable materials

while

they’re

prepping.

You

may

composting occurs to remind staff what can be

Composting is a system of breaking down organic like

the steps are fairly simple:

want to create signage around the areas where

Composting 101 material

If you choose to take on composting on your own,

compost aerator.

As leaders in the industry, chefs have a certain

staff

DIY

composted and what can’t.

Regularly turn your composting bin and make sure it stays slightly damp. Turning once a week should help keep odors at bay. Assign this as side work to your staff, and show them the right way to do it.

Continue the process, which may take months or even a year to yield usable soil. This can be the beginnings of a restaurant garden, or if you can’t use the soil, talk to farmers you work with to see if they are interested in collecting and using the soil— a nice way to see the food cycle continue on.

Talk to your landscaping team to see if you can get grass clippings and other organic material from their work to add to the bin.

Train on It

Lasting Impact

For composting to be successful in your restaurant,

In

it is essential to get some buy-in from your staff. In

positive

a staff meeting, introduce the concept and share

food system, and your restaurant's bottom line,

why it’s important to you. Answer questions from

composting can have other advantages as well.

your staff and take the time to go over the process

Share the news that your restaurant is composting

thoroughly.

with local media through a press release and with

Add

the

composting

process

and

addition

to

steps

network

knowing for

on

the

that

you

are

environment,

social

media

and

taking

the

via

local

expectations to your employee handbook and train

your

your

all incoming staff to understand the logistics of it.

newsletter. This can be a great PR opportunity and

Give your FOH staff talking points to describe how

can be a motivator for diners to choose your

and why your restaurant has chosen composting so

restaurant over a competitor.

that they can help share the messaging with guests.

Outsource

Stephanie Ganz - Stephanie is the co-owner of The

Composting services are growing in popularity.

Apple Cart, a Richmond, VA-based company that

Search for composting in your city online, and you’ll

helps food businesses start and grow.

likely find several results. Some services will maintain the system on your behalf (though it will still require some work on your and your staff’s part), while others simply consult on how to begin composting.

MAKE IT A PR OPPORTUNITY

In

management

Share the news that you're composting with local

provider may offer composting services in addition

media through a press release and with your

to waste removal, which can be a good way to

network on social media and via your newsletter.

addition,

your

current

streamline the process.

waste

STEAK GRAIN BOWL SERVES: 1 INGREDIENTS: •

4 oz Braveheart Steak, Cooked & Sliced Thinly #264762

•

1/2 Peak Fresh Produce Avocados (sliced thinly) #858424

•

1 handful Peak Fresh Produce Carrots, Shredded #857184

•

1 handful Peak Fresh Produce Cabbage, Shredded #871015

•

1 handful Peak Fresh Produce Cherry Tomatoes #419221

•

1/2 Peak Fresh Produce Cucumbers, Sliced #867196

•

1 tbsp. Black Sesame Seeds #981722

•

1/2 cup West Creek Rice #194606

•

2 tbsp. West Creek Distilled White Vinegar #273740

INSTRUCTIONS: 1. Place sliced cucumbers in a small bowl with vinegar, set aside.

2. Place rice in a bowl. Arrange avocado slices on top. Arrange sliced steak next to avocados. Place tomatoes next to steak. Drain the pickled cucumbers from the bowl and place next to the tomatoes.

Place carrots and cabbage between the cucumbers and rice.

3. Sprinkle with black sesame seeds.

SIRLOIN & BLUE CHEESE SALAD SERVES: 1 INGREDIENTS: •

4-6 oz Braveheart Black Angus Beef Sirloin Fillet (Cooked to order) #243238

•

3 Pears, Sliced #259158

•

1/2 cup Magellan Pecan Halves #357157

•

1 Boston Lettuce Head #23477

•

1 cup Peak Fresh Produce Spinach #260811

•

1 Radicchio Head, Chopped #951879

•

1 cup Roma Blue Cheese Dressing #231725

INSTRUCTIONS: 1. Cook fillets to order and then slice.

2. Toss greens with dressing and place on entrée plate. Arrange steak and pear slices on top of greens. Sprinkle with toasted pecans and serve.

24

PLANT POWER

Functional ingredients find a mainstream home in plant-forward burgers

By Katie Ayoub Flavor & the Menu

The term “functional ingredients” wasn’t common

recognizable star power to functional callouts.

a few years ago. Today, it’s a buzzword that is

But a larger strategy can be found by tapping

impacting food and beverage across segments.

into the broader terms of both “plant-based” and

It’s the next iteration of how consumers interpret

“plant-forward,” which hold a lot of functionality

health and wellness on menus, moving on from

under their big umbrella. The challenge—as

“better-for-you choices” and “feel-good foods” to

always—is delivering this adventure in a familiar

today’s trend in “functional foods.”

format.

As Colleen McClellan, Datassential’s director,

That leads us directly to plant-forward burgers.

says,

correlate

with

According to recent consumer research on the

toward

the

packaged goods side of the industry, burgers

“personalization of habits, where consumers

are the point of entry for almost half of consumers

are starting to choose food based on what’s

who are exploring plant-based foods for the

best

needs.”

first time. In fact, menu mentions of plant-based

Incorporating functional ingredients into menu

burgers are up 91 percent over the past four

development

years, according to Datassential. It makes sense:

an

functional

ingredients

overarching

for

their and

movement

individual

health

messaging

authenticity

around their benefits is a smart strategy.

Burgers promise a recognizable and popular flavor experience. The fun part is interpreting

Restaurant brands have to figure out how they’re

functionality through the profile of a plant-

going to play in this realm. A tincture of CBD oil

forward burger, all while keeping it craveable

added to a matcha latte isn’t the right pathway

and memorable.

for everyone. Turmeric, beets, kombucha—these certainly can help inform a strategy, lending

GO BIG ON FLAVOR The flavor-intensive areas of the world are the hottest spots for menu inspiration today: India,

Black Tap’s Falafel Burger celebrates plant proteins with a combination of chickpeas and herbs in the patty, hummus on the bun and tahini on the side.

Israel, Turkey, South Korea, and so on. Their pantries are redolent with big, bold flavors and ingredients that fit into the plant-forward burger universe nicely—from spices and seasonings to plant-based ingredients like pulses and grains.

(continued on next page)

Chefs are leveraging these adventurous flavors and applying them to plant-forward menus in thoroughly modern burgers that serve up zero trade-down in experience.

Black

Tap

Craft

Burgers

&

Beer,

with

three locations in New York, one in Las Vegas, and two more locations opening soon, menus its Falafel Burger, which stars a crispy falafel patty chock-full of mint, parsley and cilantro, and then topped with pickled onion, Greek feta and a slather of hummus on the bun. The burger is served with a side of tahini dressing to help ratchet up a sense of place and a

creamy,

intense

flavor.

Black

Tap,

which

menus

14 burger choices, sells out of the Falafel Burger every day.

At Cinderlands Warehouse in Pittsburgh, the Cinderlands Black Bean Burger showcases seriously modern flavor play. The black-bean patty is seasoned with cumin, coriander, cardamom and cinnamon, and topped with brined

mushrooms,

roasted

cashews,

jalapeño

and

onion. It’s served on a potato roll with a roasted cherry tomato salsa, cashew cheese, and fried onions.

Billy

Strynkowski,

director

of

culinary

wellness

for

Restaurant Associates, a subsidiary of Compass Group, sees plant-based foods as a huge opportunity for chefs looking to provide their guests with fuel that gets them through the day. He calls out functionality in his California Walnut Omega Burger, which relies on big flavors to help boost its curb appeal.

“This burger will live in our cafés across America,” he says. “It features heart-healthy walnuts, packed with omega-3s, and answers a demand from our guests for plant-driven foods.” The patty combines toasted walnuts,

chickpeas,

quinoa,

breadcrumbs,

chia

seeds, apple cider vinegar, olive oil, cumin, eggs and garlic. It’s pan fried until golden brown, then served on a seven-grain roll.

“Plant-based foods are hugely popular in our cafés,” says Strynkowski. “We used to see maybe 30 tickets a day. Now, it’s well over 100.” The key, he says, is a focus on flavor.

Chefs are taking a long look at the idea of a blended burger, where meat joins forces with plant-based ingredients to boost functionality while maintaining the satisfaction granted by a meat-based burger.

To increase plant-based protein and reduce fat and calories, one of the blended burger’s next iterations sees an inclusion of beans.

“The approach here is to lead with flavor, promising guests an eating experience of an all-beef burger, but with the benefit of plant-based ingredients,”

Sonic Drive-In's Signature Slinger stars 75 percent beef and 25 percent cooked mushroom. Its success helps clear the path for further exploration in blending beef with plant-based ingredients.

(

(

says Jorge Cespedes, culinary creative director

BLENDED BURGERS 2.0

with Marlin Network, based in Springfield, Mo. He suggests maximizing today’s burger trends of creative flavor and texture.

“Tout the functional values in your blended burger, but then deliver on that modern flavor promise

The blended burger was first brought to market a few years ago, combining a meat-based patty with mushrooms, resulting in a leaner, but stillbeefy option. Relying on the umami-rich quality of mushrooms, it subs out some of the meat without sacrificing any of the flavor. “The blend” has found great success, particularly in the college and university segment.

with ingredients like a signature sauce, bright, vinegary slaws, pickled banana peppers, regional cheeses, satisfying buns,” he says. “Play the plantforward burger the same way you would present any signature build, but call out the functional ingredients like protein-packed beans, fiber-rich grains or vitamin-dense mushrooms.”

As with a classic burger, today’s plant-forward

At The Shore, a modern Mediterranean restaurant in Reno, Nev., the Barendo Burger demonstrates

burger is demonstrating craveability in wonderfully creative ways.

a next-level attention to flavor detail that falls in step with on-trend burger development. It features

a

blended

patty,

pickled

shiitake

mushroom-bok choy slaw, XO aïoli, house bonitoflake/sesame-seed

potato

bun,

togarashi

fries

and ginger ketchup.

"

The approach here is to lead

with flavor, promising guests an

"

eating experience of an all-beef burger, but with the benefit of plant-based ingredients.

- JORGE CESPEDES

27

social media

advertising tips for restaurants Stephanie Ganz | featured on performancefoodservice.com

GET SOCIAL Social media advertising is a valuable tool in your marketing plan, so keep experimenting until you find something that works.

When it comes to advertising, you can go big with expensive “ pay and spray” advertising that covers a wide audience, or you can put a specific spend behind a

campaign

that’s

targeted

for a niche audience. When it comes to trackability and ROI, the latter option is the better choice, hands down.

or Messenger each month and

clarity in three areas. First, know

more than 2.1 billion people use

who you want to talk to. This can

at least one of the Facebook

be existing customers, potential

family of services every day on

new customers, or some mix of the

average.” Odds are, your best

two. Identify the characteristics of

customers are among these users.

your target market - geographic

Within that audience, Facebook

location, gender, age, interests,

and Instagram make it possible

etc. You’ll have the opportunity to

to reach the exact group that’s

use those factors when you create

best

your ad.

for

location

your and

brand

through

demographic

targeting as well as other tools.

Next,

Here’s what you need to know

objectives.

to capitalize on social media

opportunity to choose from the

advertising for your brand.

following objectives during ad

to

Know Your Audience, Goals, and Budget

Facebook, “2.7 billion people use

Before you can begin your first ad

Facebook, WhatsApp, Instagram,

campaign, it’s important to get

Consider

this:

According

identify

your

You’ll

marketing have

the

creation, and it’s important to understand how you want your ad to effect your audience. Here are

the

objectives

Facebook

identifies:

29

Brand awareness: Introduce your brand to a new audience.

smaller spends and then take a

Reach: Expose your ad to as many people in your audience as possible.

Traffic: Drive traffic to a specific web page or app.

Engagement: audience

Reach to

a

wide

increase

the

number of post or Page Likes, increase attendance at your event, or encourage people to claim a special offer.

App installs: Get people to install your app.

Video views: Get more people

look at which ads were the most successful according to your goals.

Once you know that, you can increase your spend per ad with confidence.

Facebook According to Modern Restaurant Management,

93

percent

of

social media advertisers are using Facebook ads, making it the most popular social media advertising option.

Facebook

allows

users

who

to watch your videos. Lead

have a business page to create

generation: Get new prospects

advertising connected to photos,

into your sales funnel.

video, galleries, or, for mobile

Messages: Encourage people to contact your business using Facebook Messenger.

Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product).

Catalog

sales:

Connect

your

Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.

Store

visits:

customers

Drive to

users,

collections

experiences,

and

which

instant

encourage

in-platform shopping. Facebook also allows for something called “lead ads,” these are great for connecting with your audience to gather or share information or encourage sign-ups, such as for your email newsletter.

Facebook ads should be eyecatching, and thus it’s important to lead with your most visually

nearby

bricks-and-

mortar stores.

appealing

photography.

Short,

clever copy is key, as all Facebook ads have character limits to which

Source: Hootsuite

advertisers must adhere.

Finally, determine what budget

Once you determine the type of

is comfortable for your business.

Facebook and Instagram both allow you to set dollar amounts per campaign or over a longer period of time. Look at your overall marketing budget and

30

Start conservatively, with several

assess how much you can set aside for social media advertising.

ad, you’ll be able to choose your placement. Until you know where you get your best returns, you can allow Facebook to choose the placement for you.

(continued on next page)

One of the biggest advantages

to shopping pages. Instagram also

the basis of your first few ads,

of this type of advertising is its

provides a variety of tools, such

adjusting targeting variables until

trackability. Take advantage of

as Boomerang or Time Lapse in

you find your sweet spot.

the metrics to assess how well your

Stories or editing tools for photos

ads are performing, and use that

and videos, that allow you to

Like Facebook, Instagram allows

intel to create future ads. One way

create polished, exciting content,

for targeting based on location,

to improve tracking functions is

without

demographics,

to install Facebook Pixel on your

designer.

website.

Facebook

Pixel

being

a

professional

behaviors.

allows

It’s

interests, also

and

possible

to

customize an audience based on

advertisers to track conversions,

According

“The

people you’ve already interacted

remarket to existing customers, and

easiest way to run ads is by

with. This can be a good way to

create lookalike audiences using

promoting posts you've shared on

tap

the information gleaned on your

Instagram. Just select the post you

to promote a special event. If

existing audience.

want to promote, and then track

you don’t know who to target,

how many people are seeing and

Instagram

interacting with your promoted

for you, so all you have to do is

post by tapping ‘View Insights.’”

sit back and observe.

Instagram Because Instagram is owned by Facebook, you are required to have a Facebook business page to advertise on Instagram. Instagram has opportunities for advertising in Stories as well as in the feed through photos, videos, carousels, and collections, which link directly

to

Instagram,

into

your

will

best

even

audience

autotarget

This is a simple, low-impact way to learn

the

ropes

of

Instagram

advertising.

Social

media

advertising

is

a

valuable tool in your marketing plan, so don’t underestimate it,

Follow the insights connected to

and keep experimenting with the

your page to get an idea of what

variables until you find something

content is working, and use it as

that works.

FO O D FACT S GLUTEN & FOOD LABELING FEATURED ON U.S. FOOD & DRUG ADMINISTRATION WEB SITE

Since 2014, the U.S. Food and Drug Administration (FDA) has required that claims on food labels that a food contains no gluten meet a clear standard that assures consumers that “gluten-free” claims on food products will be truthful and consistent. The gluten-free labeling regulation gives consumers a standardized tool for managing their health and dietary intake — especially those with Celiac disease, an auto-immune reaction to eating gluten, a protein found in wheat, barley and rye.

What is Gluten?

Gluten occurs naturally in wheat, rye, barley, and crossbreeds of these grains. Foods that typically contain gluten include breads, cakes, cereals, pastas, and many other grain-based foods.

Gluten is the substance that gives breads and other grain products their shape, strength, and texture. But, for the estimated 3 million Americans

suffering

consuming

gluten

from

causes

Celiac damage

disease, to

the

lining of the small intestine which prevents absorption of vital nutrients causing deficiencies that can lead to serious conditions, including anemia, osteoporosis, diabetes, thyroid disease, and intestinal cancers.

FDA’s Regulation of “Gluten-Free” Claims While “gluten-free” is a voluntary claim that manufacturers may choose to use in the labeling of their foods, FDA’s gluten-free food labeling rule specifies what the claim actually means on a food label. Accordingly, manufacturers that label their foods as free of gluten are

responsible

for using the claim in an accurate and not misleading manner,

and

for

complying

with

all

requirements

established by the regulation and enforced by FDA.

Besides the limit of gluten to 20 ppm, the rule permits labeling a food “gluten-free, if the food does not contain: •

An ingredient that is any type of wheat, rye, barley, or crossbreeds of these grains,

•

An ingredient derived from these grains that has not been processed to remove gluten, or,

•

An ingredient derived from these grains that has been processed to remove gluten, but results in the food containing more than 20 ppm of gluten

Compliance with the Regulation Manufacturers had until August of 2014 to bring their labels into compliance, allowing them sufficient time to make whatever changes were needed in the formulation or labeling of their foods

Inside the Regulation The rule specifies, among other criteria, that any foods that carry the label “gluten-free,” “no gluten,” “free of gluten,” or “without gluten” must contain less than 20 parts per million (ppm) of gluten. This level is the lowest that can be reliably detected in foods using scientifically validated analytical methods.

Other countries and international bodies use these same criteria, as

bearing a “gluten-free” claim. Today, a food that is labeled as “gluten-free” but fails to meet the requirements of the regulation is subject to regulatory action

by FDA. In 2017, FDA released the results of an analysis of 702 samples from more than 250 products labeled “gluten-free.” Only one of the products did not comply with the labeling requirements. That product was recalled and subsequent

testing

did

not

find

any

products that violated the regulation.

most people with Celiac disease

Grains: A Closer Look

can tolerate foods with very small

Certain grains are especially likely to

amounts of gluten.

contain

naturally

occurring

gluten.

However, these grains can be processed Before the regulation was issued in

to remove gluten, including:

2013, there were no U.S. standards or definitions for the food industry to use

•

Wheat

in labeling products as “gluten-free.”

•

Barley

This left many consumers, especially

•

Rye

those with a health concern, unsure

•

Crossbred hybrids like triticale

of whether a food was free of gluten.

33

Foods That Can Be Labeled As “Gluten-Free” Whether a food is manufactured to be free of gluten or by nature is free of gluten, it may bear a “gluten-free” labeling claim if it meets all FDA requirements for a gluten-free food.

Some foods and beverages, such as

bottled

spring

water,

fruits,

vegetables, and eggs, are naturally gluten-free.

However,

because

a

“gluten-free” claim isn’t required to be on a food package, it may not appear even if the food is, in fact, gluten-free.

What About Restaurants?

FDA

recognizes

that

compliance

with the gluten-free regulation in processed foods and food served in restaurants is important for the health of people with celiac disease.

FDA’s regulation established a federal definition of the term “gluten-free” for food manufacturers that voluntarily label FDA-regulated foods as “glutenfree.” The definition was intended to provide a reliable way for people with Celiac disease to avoid gluten, and, given the public health significance of gluten, restaurants’ use of gluten-free labeling should be consistent with the federal definition.

State and local governments play an important role in oversight of restaurants. FDA continues to work with state and local government partners with respect to gluten-free labeling in restaurants.

However, because a “gluten-free” claim isn’t required to be on a food package, it may not appear even if the food is, in fact, gluten-free.

Gluten-Free Labeling: What It Looks Like The

regulation

manufacturers

doesn’t

to

place

with 7 percent or more alcohol

require a

food’s

“gluten-free” claim in any specific location

on

the

manufacturers they

place

food

may

a

label.

So,

choose

where

“gluten-free”

claim,

providing that it doesn’t interfere with mandatory labeling information and meets the regulatory requirements.

by

volume,

and

beverages made with malted barley and hops), which are regulated by Alcohol and Tobacco Tax and Trade Bureau (TTB), U.S. Department of the Treasury.

Reporting Adverse Effects and Labeling Concerns Individuals who have experienced an

•

Some manufacturers may

injury or illness that they believe is

choose to include the logo

associated

of a gluten-free certifica-

particular food, including individuals

tion program on their food

with food allergies and those with

labels; however, FDA does

Celiac

not endorse, accredit, or

appropriate medical care. Afterward,

recommend any particular

individuals should contact FDA.

with

disease,

having

should

eaten

first

a

seek

third-party gluten-free cer•

tification program.

Individuals can report a problem with

Packaging of some foods

a food or its labeling, such as potential

that were labeled as “glu-

misuse of “gluten-free” claims, to FDA

ten-free” prior to the reg-

in either of these ways:

ulation may look the same 1. Contact

as they did before because

Safety Information and Adverse

definition and did not need

Event

revised packaging.

800-332-1088, or file a MedWatch

dietary

supplements,

at

2. Contact the consumer complaint coordinator in their area. The list of

fruits

and vegetables, shell eggs, and fish) except for:

Program,

fda.gov/MedWatch

and beverages (including packaged foods,

Reporting

voluntary report at http://www.

FDA’s regulation applies to all foods

•

FDA’s

the foods already met the

Products Covered by the Gluten-Free Regulation

•

MedWatch,

FDA consumer complaint coordinators is available at http://www. fda.gov/Safety/ReportaProblem/ ConsumerComplaintCoordinators

egg products, which are

More Information for Industry, Consumers and Other Stakeholders

regulated

U.S.

FDA has established a landing page,

Department of Agriculture

Gluten-Free Labeling of Foods, that

(USDA), and,

includes links to all of the agency’s

Most alcoholic beverages

information and compliance guidance

(all distilled spirits, wines

on “gluten-free” labeling.

Meat, poultry, and certain by

the

35

!

HA TC GO t ' on or D lf y l k a F ric t & T a ry e lt s M ou m P lai C

It’s no secret that Americans need to cut back on meat. While we now eat more chicken than beef, we still eat too much red meat, especially beef. That’s bad news for our health and for the planet.

People who eat more red meat— especially processed meat—have a higher risk of colon cancer, heart disease, and stroke.

And it doesn’t help that misleading information about meat or poultry can trick even the most careful shoppers. Here’s what to watch out for.

Missing Labels?

What's more, the numbers you

Looking for the Nutrition Facts for fresh meat and poultry?

Unless

you’re

shopping

companies

have

for

labeled

voluntarily, you’re stuck with a brochure or poster that the U.S. Department of Agriculture allows instead of labels on packages.

Can find the poster? Is it missing the cut of meat you want? You're out of luck.

do find are for 4 oz. of raw meat, which cooks down to a petite 3 oz.

ground meat or looking at cuts that

By Lindsay Moyer & Jennifer Urban

Featured in Nutrition Health's Healthletter

Most

restaurant

steaks

weigh in at 6 to 16 oz. raw. If you eat more than 3 oz., you'll have to get out your calculator.

White Meat?

70 Percent Lean?

According to scientists, red meat

Ground beef that's labeled "70%

means beef, lamb, veal, and yes,

lean" might sound low in fat. But with

pork...despite

30 percent fat, it's the fattiest ground

decades

of

ads

plugging "The Other White Meat."

beef you can buy.

(Veal is the meat of young cows that have been made virtually anemic,

Why don't ground beef labels list

which gives their flesh a lighter color.)

only their percent fat? Because also listing percent lean makes the meat

You're better off replacing red meats

sound, well, lean.

with chicken, turkey, or seafood.

And don't confuse "lean" with "low-

Lean?

fat." "Lean" meat has no more than

Where do the brochures, posters, and voluntary labels for meat get their numbers? In most cases, from the USDA's database. And where does the USDA get its numbers?

Mostly

from,

or

with

funding

from, the beef and pork industries.

Hmm...

41/2 grams of saturated fat per 4 oz. (raw) serving. It's no skinless chicken breast. Only "extra lean" meat (2 grams of sat fat, max) is in the skinless chicken or turkey territory.

With fish, the more fat, the merrier.

Fatty fish, like salmon, are rich in unsaturated (heart-healthy) fat.

The USDA's database has numbers for beef that has had the fat around

No Antibiotics?

its edges trimmed down to just 1/8"

Using antibiotics to make animals

or 0". (The pork industry never

grow faster and prevent disease

even says how much its cuts were

helps the industry's bottom line.

trimmed.)

But, over time, it may make those antibiotics

useless

when

people

The USDA also has numbers for

need them to fight off deadly

what's

called

bacteria.

That's

after

"separable

lean."

scalpel-wielding

technicians trim off the "separable

So

look

for

fat" - every bit of fat except

antibiotics" or "no antibiotics ever"

marbling within the muscle.

on the label.

All that trimming (where do you

Both are stronger than "no growth-

keep your scalpel?) helps explain

promoting antibiotics." The FDA

how the beef industry's website

has banned that use, yet the claim

can end up touting 38 cuts of "lean"

appears on turkey sold by Shady

beef. The list even includes fatty

Brook

cuts like New York strip steak and

White. (Both companies still use

brisket.

antibiotics

Farms to

"raised

and treat

without

Honeysuckle or

prevent

illness.)

Apparently, if you're footing the bill, you get to make the rules.

Not

all

antibiotics

claims

are

independently verified, so look for

37

a USDA Process Verified seal next

To

be

sure

you

get

humanely

to the claim...or buy organic.

raised meat, look for "Certified Human" or another certified seal.

Ground Chicken or Turkey?

"Animal

Welfare

Approved"

has

the strongest standards, so you're

"Ground chicken" or "ground turkey" could mean you're getting meat plus fatty skin and who-knows-how-

more likely to find it at a natural food

store

or

farmers

market.

Both are stronger than "American

much of the fattier wings or thighs.

Humane Certified," which allows

Want less fat? Stick with "ground

let nursing pigs turn around, for

chicken breast" or "ground turkey breast."

meats, you'll see Global Animal

A "USDA Organic" seal means that the animals were given no antibiotics, pesticides

example.

On Whole Foods' and some other

Organic?

organic

caged hens and crates that don't

no

feed and

hormones, "grown not

only

without

genetically

modified), and that they had at least some access to the outdoors.

(It doesn't guarantee the strongest

Partnership animal

labels,

welfare

which

rate

practices

from

Step 1 (slightly better than the conventional) to Step 5+ (best).

Grass Fed? A verified (independently certified) seal like "American Grassfed" or

animal welfare standards, though.)

"Certified Grassfed by AGW" means

Humanely Raised?

and spent its life on pasture. But

Claims like "humane" or "humanely raised" may mean that farms don't trim the beaks of poultry and cut the tails or cows and pigs... or they may not. The farms may ensure that animals can go outdoors or that chickens can dust bathe and pigs can root..or they may not. The USDA doesn't inspect farms to check.

that the animal had no grain ever meat with those seals isn't always easy to find.

With unverified grass-fed claims, there are no guarantees. The cattle may have spent their days grazing in the sunshine...Or they may have munched

on

grass

only

when

they were young. Or dried-grass

(typically hay) could have been fed

raised.

Producing

each

serving

to cooped-up animals.

generates roughly five times more greenhouse gases than producing

Grass-fed

beef

typically

has

(slightly) less fat than grain-fed

a serving of poultry and 20 times more than a serving of beans.

beef, but that only applies to comparable

whole

cuts.

When

What's more, it takes about 1,850

meat is ground, whoever is doing

gallons of water to produce each

the grinding decides how much

pound of beef - far more than pork

fat to blend in.

(720 gallons per pound) or chicken (520 gallons) or pretty much any

A

regular

beef

patty

and

a

grass-fed beef patty at Chili's for

other food.

example, each has roughly three-

No Hormones?

quarters of a day's saturated fat.

Don't be impressed by "no added hormones"

All Natural?

turkey,

and

claims pork.

on

chicken,

Growers

can

It sounds good but means little.

never treat those animals with

"Natural" meat or poultry has no

hormones. The claim only means

artificial

something on beef.

colors

ingredients and

is

no

or

added

more

than

"minimally processed."

But

"natural"

tells

you

nothing

about how the animal was raised, for example, or whether it got antibiotics.

Sustainably Raised?

"Sustainably raised" sounds good, but

the

claim

has

no

official

definition.

In fact, beef is a threat to the environment, no matter how it's

39

sustainabilit y

Amy Brown Triple Pundit

the key ingredient for food producers in 2019 The global food industry begins 2019 with increased

Sustainably feeding nearly 10 billion people by 2050

pressure to make sustainability a key ingredient in

is possible, he says, but it will require significant

feeding an estimated 9.8 billion people by 2050.

innovation and investment by the public and private sector.

One of the top trends in 2019 and beyond for global food innovation is what the market intelligence

A Five-Course Menu

agency Mintel calls “evergreen consumption.� From

The report offers a five-course menu of solutions

farm to retailer to fork to bin and ideally, to rebirth as a new plant, ingredient, product or package, the industry is moving towards circularity as the new sustainability, according to Mintel.

This is exactly the approach the private sector must adopt to secure a sustainable food supply, according to Richard Waite, co-author of a recent synthesis report from the World Resources Institute, the World Resources Report: Creating a Sustainable Food Future.

for feeding the planet without increasing emissions, fueling deforestation or exacerbating poverty. At the top of the menu is reducing growth in demand for food and other agricultural products. Add to that the need to raise food production without expanding agricultural land. The menu also includes protecting and restoring natural ecosystems, limiting agricultural land-shifting; boosting the health of fisheries and reducing greenhouse gas (GHG) emissions from agricultural production.

“Private industry has role to play across the whole menu and they are already playing a substantial role,” Waite, an

associate

Pundit.

with

WRI’s

“Companies

are

Food

Program,

innovating

told

ways

Triple

to

shift

consumers to more sustainable diets, reduce food and waste

and

accelerate

agricultural

productivity.

But

we need to do all of this at a much faster rate than we did in the Green Revolution.”

Overall

food

demand

is

on

course

to

increase

by

more than 50 percent, and demand for animal-based foods by nearly 70 percent, according to the WRI report. Yet today, hundreds of millions of people remain hungry, agriculture already uses almost half of the world’s vegetated land, and agriculture and related land-use change generate one-quarter of annual GHG emissions.

Closing the Gaps Meeting the demand for food requires closing three massive “gaps” by 2050, the report notes: The food gap: 56 percent more crop calories have to be produced than in 2010.

The land gap: 593 million hectares of additional agriculture land are needed, an area nearly twice the size of India.

The

GHG

mitigation

gap:

holding

global

warming

below a 1.5°C increase would require meeting a 4 gigatons target representing agriculture’s proportional contribution hundreds

to of

GHG millions

emissions, of

plus

hectares

reforesting

of

liberated

agricultural land.

Shifting Diets to Less Meat Consumption

of

animal-based

foods

is

projected

to

rise 68 percent between 2010 and 2050, with an 88 percent increase in consumption of ruminant meat (meat from cattle, sheep and goats). These trends are a major driver of all three gaps, according to Waite.

For every food calorie generated, animal-based foods—and ruminant meats in particular—require many times more feed and land inputs, and emit far more greenhouse gases, than plant-based foods,” Waite says.

41

The shift away from meat-based diets is a particularly prevalent trend among Millennials, as TriplePundit recently reported, with 40 percent of Millennials embracing plant-based diets.

Kingdom retailers Sainsbury and Tesco are stocking more meat alternative products to meet the demand of the U.K.’s estimated 22 million “flexitarians” who want to reduce their meat consumption. The global food services company Sodexo introduced last year The Natural, a beef-mushroom blend aimed at increasing

consumer

demand

for

sustainable foods with a lighter footprint.

are among the members of WRI’s Better Buying Lab, an initiative to research and scale cuttingstrategies

that

enable

consumers

to

choose more sustainable foods, focusing first on plant-based foods.

42

companies, according to Waite, is to set food one

of

the

United

Nations

Sustainable

Development Goals (SDGs) target 12.3, which calls for reducing food loss and waste by 50 percent by 2030.

The Consumer Goods Forum has taken up this call, with a commitment to halve food waste within the operations of its members by 2025 and to support the wider SDGs on the issue.

Reducing food loss and waste by 25 percent

Sodexo, Sainsbury, Google and Hilton Worldwide

edge

Another key action for both governments and loss and waste reduction targets aligned with

Food producers are paying attention. United

meeting

Reducing Food Waste

globally would reduce the food calorie gap by 12 percent, the land use gap by 27 percent and the GHG mitigation gap by 15 percent, according to the WRI report.

“Companies are recognizing that they can gross sales, reduce costs and address sustainable food challenges all at once by adopting new practices,” Waite told TriplePundit.

CINNAMON CRUSTED SALMON WITH SUN-DRIED TOMATO RISOTTO

SERVES: 4 INGREDIENTS:

CINNAMON CRUSTED SALMON •

4 Empire's Treasure 8 oz.

Salmon Portions #425116

•

1/2 tsp. McCormick Culinary Zesty Pepper Seasoning Blend #242862

•

1/2 tsp. Roma Cinnamon, Ground #264679

•

1/2 tsp. Kosher Salt #370471

•

1/4 tsp. Roma Cracked Black Pepper, Ground #264665

•

1/2 tsp. Roma Cayenne Pepper, Ground #264672

•

1 tbsp. Nature's Best Dairy Salted Butter #157187

RAINBOW CARROTS •

5 lb. Baby Rainbow Carrots, Peeled with Tops #269451

•

1 tbsp. McCormick Dill Weed #242841

•

1 tbsp. Roma Extra Virgin Olive Oil #561261

SUN-DRIED TOMATO RISOTTO •

1 oz. Roma Sun-Dried Tomatoes #81408

•

1 cup Water

•

2 cups West Creek Chicken Broth #327894

•

1/2 cup Nature's Best Dairy Heavy Cream #199406

•

1/2 cup Shallots, Minced #283987

•

3 tbsp. Nature's Best Dairy Salted Butter #157187

•

1 cup Piancone Arborio Rice #553568

•

1/4 Cup Roma Parmesan Cheese, Grated #238641

INSTRUCTIONS: CINNAMON CRUSTED SALMON 1. Season salmon portions with zesty pepper, cinnamon, salt, black pepper and cayenne pepper. Melt the butter in a sauté pan, sear salmon, and cook to medium rare/medium.

INSTRUCTIONS: RAINBOW CARROTS 1. Slice carrots in half, toss in oil and dill and roast in the oven at 350° for 10 minutes.

INSTRUCTIONS: SUN-DRIED TOMATO RISOTTO 1. In a small sauce pan, simmer the tomatoes in water for 1 minute.

Then, drain and chop.

2. In a sauce pan, melt the unsalted butter and add shallots and garlic. Sauté until it becomes translucent in color.

3. Add the rice, stirring until each grain is coated with butter. Mix in the tomatoes. Add 1/2 cup of chicken stock and cook the mixture over moderate heat, stirring constantly, until the liquid is absorbed.

4. Continue adding the liquid, 1/2 cup at a time, stirring constantly and letting each portion absorb the stock before adding the next, until rice is tender.

5. Add cream, Parmesan, salt and pepper to taste.

6. To serve: place the sun-dried tomato risotto in a bowl and top with heirloom carrots and cinnamon crusted salmon portions.