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Putting More Fruits and Vegetables on the Nation’s Menu

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Produce for Better Health Foundation (PBH) conducted consumer eating trends research to serve as a benchmark

for making the case to encourage increased consumption of fruits and vegetables in foodservice by presenting the

latest trends and advancing best-practices in meeting needs of consumers dining away from home.

Florida Department of Agriculture and Consumer Services

Produce Marketing Association

Produce for Better Health Foundation (PBH) is a nonprofit organization whose mission is to lead the

way to achieving increased daily consumption of fruits and vegetables by leveraging private industry

resources, leveraging public sector resources, influencing policy makers, motivating key consumer

influencers, and promoting fruits and vegetables directly to consumers. The foundation achieves its

success through nutrition policy efforts, industry and government collaboration, and a variety of

nutrition education and marketing programs.

Produce for Better Health Foundation is a member and chair of the National 5 A Day Partnership,

consisting of government agencies, nonprofit organizations, and industry working in collaboration to

increase consumption of fruits and vegetables for improved public health. The Partnership oversees

the national 5 A Day for Better Health Program, the nation’s largest public-private nutrition education

initiative. To learn more, visit www.5aday.org.

Produce for Better Health Foundation

1..........About the Research

2..........Executive Summary

6..........Fruit and Vegetable Menu Trends

12........The Adult Fruit and Vegetable Guest

18........The Child Fruit and Vegetable Guest

22........Closing the Gap

25........Appendix

c o n t e n t s

P L A T I N U M S P O N S O R S G O L D S P O N S O R S

About the ResearchThe Hale Group ResearchThe Hale Group provided benchmark research on consumerattitudes regarding restaurant menu choices and availabilityof fruits and vegetables in appetizers, side and main dishes.The research includes results of what consumers are seekingin menu offerings when dining out, consumer perceptionsregarding choices available today in various foodservice settings,and the context for consumers’ menu-decision process.

The Hale Group research included qualitative as well as quantitative research. Consumer focus groups were conductedin Chicago and Philadelphia with two groups in each city:Heavy Quick Service Restaurant Users and Heavy CasualDining Users. Consumer restaurant intercepts surveys werebased on 500 Restaurant Guest Exit Interviews. These surveyswere conducted at 250 Casual Restaurants and 250 QuickService Restaurants in various cities. The interviews wereconducted with consumers as they exited the restaurant following lunch and dinner on a weekday and weekend.

Food Beat™, Inc. ResearchFood Beat evaluated menu trends in the top 200 chains focusing on fruit and vegetable usage and menu mentions1

in Quick Service, Fast Casual, Casual and Family Dining segments. This research excluded french fries, potato chips, home fries, hash browns and olives, as the majority of olive mentions were associated with drinks. Fruits whenmentioned with desserts were also excluded, except in the case of children. FoodBeat’s kids menu database does not distinguish between meal parts and desserts; therefore,dessert is included in kids’ menu data.

NPD Foodworld ResearchNPD Foodworld provided consumer profiles of away-from-home eating drawn from NPD’s National Eating Trends data.The NPD research in this report provides a demographic profile of people who purchase and eat fruits and vegetablesin restaurants, looks at where consumers eat fruits and vegetables by meal occasions, and identifies the breakdownfor away-from-home eatings by foodservice outlet. The NPD research also identifies the most frequently consumedaway-from-home and in-home fruits and vegetables.

This analysis excludes any fruit, vegetables, or potatoes usedas an ingredient to another dish. Fruit includes all fruit eatenas fruit, fruit salad, and fruit juice. Vegetables includes all vegetables and potatoes eaten as a side dish (excluding frenchfries, hash browns, and potato chips), vegetable based salad,potato salad, and vegetable juice. In addition, the outletsexamined in this report were based on consumers’ perceptionof the restaurant they visited.

NPD consumer panels report all foods and beverages(excluding water, salt, and pepper) consumed in-home oraway-from-home by all family members. A total of 2,000households (~5000 individuals; 500 single and 1500 familyhouseholds) report for a two-week period each year. Panelsare balanced regionally to the U.S. Census on the key demographic variables: household income, household size,age/education/employment of homemaker. Households arestaggered throughout the year in order to represent all seasons.

1 Menu mentions are the number of times either a specific fruit or vegetable or category is referenced on a menu; menu mentions are not tied to volume or sales.

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Executive SummaryThe Fruit and Vegetable Opportunity Gap

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Opportunity Gap IdentifiedWhile 13 percent of all meals are now eaten or carried outfrom a commercial restaurant, only 7 percent of total fruitand vegetable “eatings” are generated there. Additionalresearch results shed further light on just how wide theopportunity gap really is.

• 67 percent of surveyed consumers reported they visit a quick-service food outlet at least once every two weeks, yetonly 18 percent of those reported they regularly consume fruits or vegetables (excluding french fries) from such restaurants.

• 98 percent of surveyed consumers reported they eat fruits and vegetables regularly at home, yet only halfreported that they eat them regularly while eating out at commercial establishments and even less at non-commercial establishments.

Identifying the NeedIt’s no secret that public health, public policy and consumerhealth awareness are converging to create an environmentconducive to change among foodservice operators. As thefoodservice industry offers significant opportunity amidst

While fruit and vegetable offerings by Quick Service, Quick Casual, Family and Casual Dining restaurants are

increasing, opportunities remain not only to appeal to restaurant guests’ interests in better health but also to ring

up profits for foodservice operators and suppliers in the process. A number of opportunity gaps have been identified

in this research, the leading opportunity being between total meals sourced from foodservice compared to the fruit

and vegetable “eatings” being generated there. This gap offers a tremendous opportunity for customers, operators,

and fruit and vegetable suppliers all to get what they want.

The Fruit and Vegetable Opportunity

Gap= the difference between total meals

sourced away from home compared to

actual fruit and vegetable “eatings.”

13% of all meals are eaten or

carried outonly 7% of fruit and vegetable

“eatings” are at commercial restaurants

There is a 6% Opportunity Gap for fruits and vegetables

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THE FRUIT AND VEGETABLE OPPORTUNITY GAP

this trend, it remains a largely untapped resource for fruitand vegetable suppliers. With almost half of every Americanfood dollar now being spent on food prepared away fromhome1, these industries can’t afford to overlook the marketpotential that exists within this current food environment.

1 Technomic, 2004.

Source: NPD Foodworld, 2004

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CLOSING THE OPPORTUNITY GAP: Offering More Fruits and Vegetables on the Nation’s Menu

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Tap Into American Health TrendsFrom media to business, to the scientific community and general public, the overweight and obesity issues are majorrumblings in today’s society. These health conditions generatestaggering expenses to the tune of $71 billion a year in medicalcosts, lost productivity and lost lives.2 This is more than just aconcern about fitting into one’s bathing suit for the summer,it’s truly a health crisis in our country:

• Overweight/obesity issues affect 65 percent of Americans3

• 80 percent of Americans are not meeting the recommendeddaily minimum of 5 servings of fruits and vegetables4

And it appears children are following in their parentsunhealthy footsteps:

• 15.5 percent of kids ages 6-19 are over overweight and another 30 percent are at risk5

• Only 2 percent of our nation’s children eat a healthy diet6

• 25 percent of kids ages 5-10 have high cholesterol, high blood pressure, or other early signs for heart disease7

“Today’s kids may be the first generation in historywhose life expectancy is projected to be less thanthat of their parents.”–Dr. David Katz, Yale public-health expert 8

On one hand, maybe it’s no wonder our nation is smotheredby excess weight as consumers are inundated with changinghealth messages and more confused than ever when it comesto proper nutrition.

On the other hand, one thing remains unchanged and consis-tently supported by ongoing research for decades: the adviceabout the health benefits of diets rich in fruits and vegetables.

Restaurant Industry Responds, but Gap RemainsOpportunity Gap research points to accelerated growth offruit and vegetable menu offerings in 2003, which correlatesdirectly with the media explosion on the issue of obesity.Fruit mentions increased faster (17 percent) than vegetable mentions (5 percent) from 2002 to 2003, although vegetablesare mentioned roughly seven times more often than fruit.

While menu mentions of fruits and vegetables are increasing,there is still a lot of room for growth. Why should you care?Because consumer demand drives menu trends. With moreand more people eating away from home and 98 percent ofthese same people reporting they eat fruits and vegetablesregularly at home, it’s plain to see that people want to eatmore healthfully, but they want to do it away from home. Iffoodservice operators would re-portion the menu with morefruits and vegetables and less protein, the customer wouldstill be full, more healthy and likely to return, and operatormargins are increased as well as plate presentation isenhanced with more color.

2 Agriculture Information Bulletin No. 750, Economic Research Service, U.S. Department of Agriculture. Washington, D.C., 1999, pp. 5-32.3 Katherine M. Flegal et al., “Prevalence and Trends in Obesity Among US Adults, 1999-2000,” Journal of the American Medical Association; vol. 288, 2002,

pp. 1723-1727.4 State of the Plate: Study on America’s Consumption of Fruits and Vegetables, Produce for Better Health Foundation, 2003, p. 24.5 Health, U.S., National Center for Health Statistics, Centers for Disease Control and Prevention, http://www.cdc.gov/nchs/data/hus/tables/2003/03hus069.pdf, 2003.6 Kathryn A. Muñoz et al., “Food Intakes of US Children and Adolescents Compared With Recommendations,” Pediatrics, Vol.100, No. 3, September 1997,

pp. 323-329.7 David S. Freedman et al., “The Relation of Overweight to Cardiovascular Risk Factors Among Children and Adolescents: The Bogalusa Heart Study,” Pediatrics,

Vol. 103, No. 6, June 1999, pp. 1175-1182.8 Michael D. Lemonick, “How We Grew So Big,” Time, June 7, 2004, p. 69.

Consumers Want the Gap Closed, TooHealth-conscious consumers want more healthful menuitems. Opportunity Gap research provides insight into thetypes of consumers who are most interested in fruits and vegetables on the menu, and what drives them:

• Taste ranked as the top motivator. Nutrition followedsecond 75 percent of the time;

• 30 percent of respondents felt there was not enough variety of fruits and vegetables on the menu;

• quick-service customers (25 percent) were twice as likely as casual diners (12 percent) to say they would eat at a restaurant more often if a broader selection of fruits and vegetables were offered;

LAND OF CONFUSION

18% of consumers surveyed who ate a salad did not say they had a vegetable

48% of those who ate french fries or potatoes didn’t say they had a vegetable

10,600

10,400

10,200

10,000

9,800

9,600

9,400

9,200

9,000

HISTORICAL VEGETABLE MENTIONS

men

u m

enti

ons

2000 2001 2002 2003 1H03 2H03

yearly average 2003

- 2%

+ 2%

+ 5%

+ 5%

Source: Food Beat™, Inc., 2004

1600

1400

1200

1000

800

600

400

200

0

HISTORICAL FRUIT MENTIONS

men

u m

enti

ons

2000 2001 2002 2003 1H03 2H03

yearly average 2003

+ 2% + 4%

+ 18%

+ 17%


• consumers report they are more satisfied with fruit and vegetable quality and preparation than with variety,and they are less satisfied with fruit quality than vegetable quality;

• certain consumer subgroups—including those dubbed “nutrition conscious,” “salad eaters” or “trying to eat more produce”—care more about the nutritional value of their restaurant food choices, want more fruits and vegetables on the menu, and report they will choosea restaurant more frequently that offers them; and

• the menu items typically ordered by men and children are viewed as having poor nutritional value—in part because children’s menus offer few nutritious choices,which moms don’t feel good about.

The Time is Ripe for OpportunityThe Fruit and Vegetable Opportunity Gap research puts infront of us an array of possibilities for all segments of thefoodservice industry to seize. Whether you’re interest lies with segments, meal parts, day parts, baby boomers, kids orflavor, simply adding fruit and vegetable menu options candeliver positive returns for consumers and industry alike.

Add to that a current food and nutrition policy environmentringing with pressure to make the healthy choice the easychoice for consumers, and you have a recipe for a winningbusiness opportunity. The Fruit and Vegetable OpportunityGap research shows that the healthy choice can also be theeasy choice for foodservice operators and that the optionsavailable to operators for closing the gap are plentiful.

Taking steps to offer healthful menu items not only positionsyour company as an industry leader, it also gives consumersmore opportunity to easily eat their colorful variety of fruitsand vegetables on a daily basis away from home.

Grilled Tilapia with Mango Salsa by Applebee’s

Garden Fresh Salad by Subway

If foodservice operators would re-portion the menuwith more fruits and vegetables and less protein, the customer is still full, more healthy and likely toreturn, and operator margins are increased.

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Fruit and Vegetable Menu Trends

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A look at current menu trends reveals plenty of opportunity for more fruits and vegetables in all meal and day

parts. While fruit and vegetable mentions are up in 2003 over 2002 in all eight meal parts, it is interesting to

note where the most activity took place. Of particular note, Casual and Fast Casual segments lead the way with

fruits and vegetables having made inroads with additions to salads, entrées and beverages.

Fruits and vegetables featured in drinks have catapulted,more than doubling due to the increased offerings ofsmoothies. Salads have continued to grow with increasedchain activity. The balance of the menu has seen slightgrowth. On the vegetable side, growth has been steady due to the abundance of menu mentions that currently exist.

Despite this good news, however, much opportunity remainsfor increasing fruits and vegetables on the menu. Aside fromdrinks and salads, for example, fruit mentions in all othermeal parts remained flat in 2003.

State of the MenuResearch of the top 200 chains finds only 147 chains featuringfruit. What remains is a huge opportunity for increased fruitofferings as an alarming 26.5 percent of the top 200 chainsare calling out no fruit mentions on their menus.

Vegetables fair much better. Research finds 188 chains out of the top 200 feature vegetables. While this number is betterthan the statistics for fruits, a closer look reveals 6 percent ofchains not calling out any mention of vegetables. Vegetablesafford much opportunity for increased use through new andunusual offerings in all aspects of the menu.

Fruits and vegetables not only bring

color and variety to your guests’ meals

but also replace low-margin proteins

with high-margin fruits and vegetables.

StrawberryUnspecified*

LemonPineapple

AppleLime

AvocadoBanana

Orange/other citrus/peelRaspberryBlueberryMandarin

TropicalCranberry/Sauce

CHAINS MENUING SPECIFIC FRUITSOf 147 chains menuing fruit, the following is a countof chains associated with each fruit.

*A mention that does not call out a specific fruit, such as “fruit bowl”Top 14 Fruits based on number of chains in the 2nd half of 2003Source: Food Beat™, Inc., 2004

5655

5453

44

3837

3530

2524

2323

42

MOST ACTIVE CHAINS MENUING VEGETABLES

Casual Dining Family/Midscale Fast Casual QSR

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second half of 2003

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Trends RevealedMenu trend research also shows that while overall fruit mentions have increased at a higher percentage than vegetable menu mentions, the raw number of vegetable mentions has increased greater than fruits. This can be attributed to vegetables’ edge of a higher initial base since,traditionally, vegetables lend themselves to a wider varietyof meal parts than fruits.

• Fruit mentions increased 18 percent vs. vegetable mentions 5 percent in 2003 (see chart on page 5).

• Vegetables in 2003 saw an increase of 493 menu mentions vs. fruits’ 237 (see chart on page 5).

As a result, fruit lags vegetable mentions on chain menus 7 to 1. Vegetables’ dominating presence on the menu is alsodriven by a rise in vegetable offerings in sandwiches, wrapsand entrée salads. Fruit increases are attributed to the growthin the beverage category, primarily driven by the increased offerings of smoothies. Chain restaurants realized a 33 percentincrease in the introduction of entrée salads in 2003. TheNational Culinary Review attributes this to diners’ increasinghealth consciousness, the freshness of the offering, its satisfyingnature, and its perception of being “light.” There’s no reasonfruits can’t follow this same meal part trend.

Leafy GreensOnion

PeppersTomatoes

MushroomsPotato

Unspecified*Beans

SpinachBroccoli

CucumberCarrotCorn

ArtichokesCelery

CHAINS MENUING SPECIFIC VEGETABLESOf 188 chains menuing vegetables, the following is a countof chains associated with each vegetable.

*A mention that does not call out a specific vegetable, such as “vegetable medley”Top 15 vegetables based on number of chains in the 2nd half of 2003Source: Food Beat™, Inc., 2004

164158

156154

135

11893

7666

625858

55

129

54

For kids, there are not a lot of choices for either fruits or vegetables. For vegetables in particular, kids have only1 percent of the choices their parents have on adult menus.It is also noteable that potatoes lead the vegetable mentionson kids’ menus, excluding french fries and hash browns.Contrary to popular belief, potatoes do not have to be friedfor kids to enjoy them, thus presenting a new opportunity to explore healthy potato options. For fruit choices on kids’menus, strawberries and cherries on sundaes lead the mentionsand are mainly attributed to desserts and apple sauce.

Opportunity KnocksThe good news is that these trends open the door to tremendous promise for closing the Fruit and VegetableOpportunity Gap. Many chains have already caught this wave of opportunity, are riding the healthy trends that consumers increasingly desire, and are being rewarded withincreased sales. Bruegger’s introduced three entrée salads inearly 2004 that now account for 2.5 percent of total sales.1

Much of Wendy’s growth over the past two years can beattributed to their entrée salads sales, not their hamburgers.So much so that analysts estimate Wendy’s is poised to takeover Burger King as the nation’s No. 2 restaurant chainbehind McDonald’s.21H00 2H00 1H01 2H01 1H02 2H02

12,000

10,000

8,000

6,000

4,000

2,000

0

men

tion

s

1H03 2H03

MENTIONS OF FRUITS AND VEGETABLES 2000-2003Menuing of fruits lags behind vegetables on chain menus

fruit vegetable

fruit opportunity


vegetablesfruits

# Mentions % # Mentions %

Adults* 1,116 92% 10,132 99%

Kids** 99 8% 118 1%

Total 1,215 100% 10,250 100%

ADULT VS. KIDS MENU MENTIONS

*Adult data includes all meal parts except dessert.**Menu trends research for kids’ menus includes all meal parts.Source: Food Beat™, Inc., 2004

MOST ACTIVE CHAINS MENUING FRUITS

Casual Dining Family/Midscale Fast Casual QSR

Opportunity

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Fruit mentions in second half of 2003 were 1,431 versus vegetables’ 10,489 mentions.

While there is still opportunity with vegetables, especially inside dishes, the most apparent opportunity for operators sitswith fruits, as fruit menu mentions lag significantly behindvegetable mentions on chain menus. Fruit mentions in secondhalf 2003 were 1,431 versus vegetables’ 10,489 mentions.There were so few mentions of fruit on the menu in the QSR segment revealing a huge opportunity to introduce morefruit on the menu. Nonetheless, chains are beginning to discover fruits as a nice addition to salads and find guestspleased with the seemingly more exotic, upscale ingredients.All segments can apply the same principle to fruits in entrée,salads, side dishes, appetizers and beverages.

Plate presentation also presents opportunity for increasingfruit and vegetable options and appeal. They not only bringcolor and variety to your guests’ meals but also replace lower-margin proteins with higher-margin fruits and vegetables.With a colorful variety of fruits and vegetables, foodserviceoperators have the chance to provide guests more appealingofferings without sacrificing flavor or nutrition...and the plate is still served full.

And don’t think that your guests won’t be satisfied with less.A study of adult portion sizes reveals that when served largerportions of macaroni and cheese, people ate 30 percent morethan the recommended portion size. When offered normal

1,431fruit

mentions

compared to 10,489

vegetable mentions

Over 9,000 more mentions for vegetables

1 Patricia Cobe, “The Big Toss,” Restaurant Business, May 15, 2004.2 Sara Thorson, “Wendy’s Comes up Big at Crunch Time in Fast-Food Wars,” Wilmington News Journal, June 10, 2004, p. D1.3 Dayle Hayes, “Size Matters,” School Foodservice and Nutrition, June/July 2004, pp. 22-24.

Low-Carb Creole Catch by Ruby Tuesday’s

Side Salad by Quizno’s

AppetizerBreakfast

DrinksEntrées

Kids MenuSalads

SandwichesSides

HISTORICAL MENU MENTIONS OF FRUIT BY MEAL PART

meal part 2000 2001 2002 2003

60 62 73 88337 325 268 29967 60 80 179233 258 284 30274 76 85 9999 106 138 18899 102 99 10640 37 40 42


AppetizerBreakfast

EntréesKids Menu

SaladsSandwiches

SidesSoups

HISTORICAL MENU MENTIONS OF VEGETABLES BY MEAL PART

meal part 2000 2001 2002 2003

777 788 797 798538 545 519 5573331 3168 3228 339275 89 106 118

1694 1707 1752 18342631 2597 2634 2803427 432 462 480202 212 234 268




and vegetable offerings on the menu; however, that doesn’tmean that they don’t have something to say about it. Otherthan breakfast, consumers don’t expect to see fruit on themenu, other than the occasional fruit cup or fruit in a pie.They are also looking for vegetables “beyond the traditionalsteamed vegetable medley.”

No matter which side of the table you sit, it’s hard to ignorethat fruits and vegetables are grossly under-represented onchain menus across the nation. Yet consumers are more

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“...my recollection is you don’t see much fruit on themenu anywhere. Even if you’re looking in the dessertsection, I don’t think there’s a fresh fruit bowl.”

–Philadelphia Consumer Focus Group:Male, age 45, >$75,000 per year household income.

Health-Promoting BenefitsSpecific phytochemicals in the red group that are being studied for their health-promoting properties include lycopene and anthocyanins.

FruitsRed Apples, Blood Oranges, Cherries, Cranberries, Red GrapesPink/Red Grapefruit, Red Pears,Pomegranates, Raspberries,Strawberries, Watermelon

VegetablesBeets, Red Peppers, Radishes,Radicchio, Red Onions, Red Potatoes, Rhubarb, Tomatoes

Yellow/OrangeRed White GreenBlue/PurpleAntioxidantsYellow/orange fruits and vegetablescontain varying amounts of antioxidants such as vitamin C as well as carotenoids andbioflavonoids, two classes of phytochemicals that scientists are studying for their health-promoting potential.

FruitsYellow Apples, Apricots, Cape Gooseberries, Cantaloupe,Yellow Figs, Grapefruit, Golden Kiwifruit, Lemons, Mangoes, Nectarines, Oranges,Papayas, Peaches, Yellow Pears,Persimmons, Pineapples, Tangerines, Yellow Watermelon

VegetablesYellow Beets, Butternut Squash,Carrots, Yellow Peppers, YellowPotatoes, Pumpkin, Rutabagas,Yellow Summer Squash, Sweet Corn,Sweet Potatoes, Yellow Tomatoes,Yellow Winter Squash

Health-Promoting PhytochemicalsWhite, tan and brown fruits and vegetables contain varying amountsof phytochemicals of interest to scientists. These include allicin,found in garlic and the onion family.

FruitsBananas, Dates, White Nectarines,White Peaches, Brown Pears

VegetablesCauliflower, Garlic, Ginger, Jerusalem Artichokes, Jicama,Kohlrabi, Mushrooms, Onions,Parsnips, Potatoes (White Fleshed),Shallots, Turnips, White Corn

Healthy GreensGreen vegetables contain varyingamounts of phytochemicals such as lutein and indoles, whichinterest researchers because of their potential antioxidant, health-promoting benefits.

FruitsAvocados, Green Apples, GreenGrapes, Green Olives, Honeydew,Kiwifruit, Limes, Green Pears

VegetablesArtichokes, Arugula, Asparagus,Broccoflower, Broccoli, Broccoli Rabe, Brussels Sprouts, ChineseCabbage, Green Beans, GreenCabbage, Celery, Chayote Squash,Cucumbers, Endive, Leafy Greens,Leeks, Lettuce, Green Onions, Okra,Peas, Green Peppers, Snow Peas,Spinach, Sugar Snap Peas,Watercress, Zucchini

Healthy AgingBlue/purple fruits and vegetablescontain varying amounts of health-promoting phytochemicalssuch as anthocyanins and phenolics, currently being studied for their potential antioxidant andanti-aging benefits.

FruitsBlackberries, Blueberries, Black Currants, Black Olives, Dried Plums, Elderberries, Purple Figs, Purple Grapes, Plums, Raisins

VegetablesPurple Asparagus, Purple Cabbage,Purple Carrots, Eggplant, PurpleBelgian Endive, Purple Peppers, Potatoes (Purple Fleshed), Black Salsify

“Fruit in any fashion brings great contrast and dimension to dishes.” 4

–Giancarla Bodoni, Chef-Owner, Escopazzo

portions, people ate the amount served and remained satisfiedeven without overeating.3 By supplementing expensive menuingredients with cost-effective fruits and vegetables, foodserviceoperators are able to augment servings with healthy fruits and vegetables and still satisfy guests with powerful platepresentation, nutritious food and unique flavor—all at a great value for guests and the operators. Serve normal portion sizes and operators will have added even greater profits to their bottom line.

Finally, when considering plate presentation and the pallet ofcolors available, unlimited possibilities exist. Operators canstand out from the competition by honing in on blue/purplefruits and vegetables, which are least likely to be representedon menus. Fruits and vegetable as ingredients make it easy toadd exotic and interesting menu offerings that pique guests’interests and provide operators with a unique signature.Guests will walk away from their dining experience with amemorable impression of having experienced high value at an affordable price.

SummaryInterestingly, consumer intercepts reveal that only 30 percentof diners feel there is not enough fruit and vegetable varietyon the menu—a small percentage given the growing health-conscious consumer climate. However, a closer look revealsthe majority of consumers carry low expectations when it comes to anticipating fruits and vegetables on menus,primarily due to the low number of historical offerings.Restaurant guests have come to accept the low level of fruit

PLATE PRESENTATION: CONSUMERS EAT WITH THEIR EYES

4 Allison Perlik, “A Passion for Fruit,” Restaurants and Institutions, June 15, 2004, p. 22.

focused than ever on eating healthier and, more importantly,eating healthier away from home. Regardless of the diet orlifestyle your guests choose, the facts remain that obesity has reached epidemic proportions and those percentages continue to grow in both children and adults, decreasing lifeexpectancy and significantly adding to our rising health carecosts. It is also known that fruits and vegetables are essentialto the health and well-being of all.

Regardless of day part, meal part or market segment one participates in, taking advantage of opportunities to be creative in bringing new and different fruits and vegetables to the menu gives consumers the chance to make the healthychoice of fruits and vegetables when eating out. Furthermore,increasing fruit and vegetable offerings sheds a positive lighton foodservice operators visionary enough to use fruits andvegetables to grow profits instead of waistlines.

ChickenRatatouille

by Produce forBetter HealthFoundation

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Deep fried fishand french fries

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With a colorful variety of fruits and vegetables,foodservice operators have the chance to provide guests with

more appealing offerings without sacrificing flavor or nutrition.

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The Adult Fruit andVegetable Guest

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Research shows that the frequency of in-home fruit and vegetable “eatings” far outpaces away-from-home fruit andvegetable eating occasions. In other words, what people aredoing at home, they are not doing when they are eating out. This creates an opportunity for foodservice operators to provide guests with the healthy food choices they prefer,but aren’t available in restaurants.

From cleaning services to our daily meals, what people don’t have time to do at home, they want someone

outside the home to do for them. Over the past nine years, foodservice operators witnessed a 14 percent increase

in the purchase of fresh sandwiches at their restaurants, while in-home meals that include a fresh, cold sandwich

continue to decline. People prefer fresh and look to restaurants to provide for them what they won’t take the time

to prepare for themselves. If fresh and convenient are the key, then fruits and vegetables open the door wide

for opportunity in foodservice.

People are more aware than ever

of health issues and recognize that

fruits and vegetables are a means

to better health.

ANNUAL FRUIT AND VEGETABLE EATINGS PER CAPITA

Total Sample Fast Food Consumers Family Style/Coffee Shop Consumers

Includes all fruit, vegetables, potatoes eaten “as is” (excluding french fries, hash browns,and chips), 100% juice, salad. Excludes fruit, vegetables, and potatoes used as ingredients;Note: measures an “eating occasion”–does not represent volume consumed.Index 80–120 = average, >120 indicates above average tendency.Source: NPD Foodworld, 2004

From Commercial RestaurantIn-Home

600

400

200

0Index to Total Sample: 91 97 116 150

506462

494

45 53 69

PERCENTAGE OF INDIVIDUALS WHO EATFRUITS AND VEGETABLES REGULARLY*

In-Home Commercial Restaurant Non-Commercial**

*at least once a 2-week period**Includes school, work, supermarket, c-store, vending, other person’s home, other

Includes all fruit, vegetables, potatoes eaten “as is” (excluding french fries, hash browns,and chips), 100% juice, salad. Excludes fruit, vegetables, and potatoes used as ingredients;Note: measures an “eating occasion”–does not represent volume consumed.Source: NPD Foodworld, 2004

100

50

0

49% 47%

98%

The consumer eats fruits and vegetables 506 times annuallyper capita in the home, yet eats fruits and vegetables only 45 times away from home annually.

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Consumers consistently said the restaurants they frequent are selected based on three top factors:

1. Convenience2. Familiarity3. Value

While variety is often mentioned as a decision driver, availabilityof nutritious menu items is rarely cited as being consideredwhen determining where to eat. However, once inside therestaurant and choosing what to order off the menu, taste andnutrition consistently ranked most important to consumersin making their food choices.

Despite a seemingly carb-crazed society, low carbohydrateofferings were last in importance when choosing from themenu (see appendix, pg. 29). Some consumers did claim to be eating more fruits and vegetables as a result of being on theAtkins diet or as a result of low-carb diets being in the news.Of those surveyed to report they are eating more fruits andvegetables as a result of low-carb diets, 50 percent were morelikely to order a side or starter salad.

Healthy HabitsMen and women act differently even when eating out.Women were about 50 percent more likely to cite “nutritious”as a decision driver for menu choices than were men. Saladsand soups, ordered more often by women, are viewed as more nutritious if soups are “low in salt” and salads feature“dressing on the side” to reduce fat. Men, on the other hand,were less than half as likely as women to order a side/startersalad or an entrée salad.

Adults aged 45+ were found to be the highest volume consumerof fruits and vegetables from commercial restaurants. Olderadults’ tendency to consume fruit and vegetables is not drivenby more frequent restaurant visits, but by eating more fruitsand vegetables at each meal occasion. As a result, older adultsare twice as likely to order fruits and vegetables when diningout. With an aging population of baby boomers, this consumersegment affords much opportunity for targeting with morefruit and vegetable offerings.

Aside from gender and age, a number of other consumer sub-segments were identified as having different responsesthan the average and provide greater insight into attitudes

McDonald’s continues to be the most popular restaurant,visited 2 to 1 over any other single outlet. What might surprise you, however, is that PBH’s behavior research findsthat what consumers truly want isn’t necessarily what they get when dining out at these popular restaurants. In fact,twice as many consumers said they would eat at a QuickService Restaurant if there were a broader selection offruits and vegetables available.

Connect the dots and all this points to more opportunity,especially in QSR, to satisfy guests’ desire for fresher, healthierfoods by increasing fruit and vegetable offerings on menus.

From the Mouths of ConsumersTo gain a deeper understanding of what drives consumers’menu decisions, exit interviews were conducted with 500restaurant guests as they exited either a Quick Service or a Casual Dining Restaurant in Chicago and Philadelphia.Several themes emerged from discussions on nutrition within the context of restaurant offerings.

• Other than breakfast, no restaurants are seen as offering a good selection of fruit.

• Most Casual Dining Restaurants have minimal vegetable offerings other than salad or the vegetable of the day.

• A wide selection of vegetables is seen as most prevalent at buffets and family-style restaurants.

• Most menu items regularly ordered by men and children are viewed as having poor nutritional value.

“Whether low-carb continues or not, salads are part ofa much larger health trend and will remain popular.” 1

–Lew Shaye, Sr. VP of Brand & Product Development, D’Angelo’s

TOP RESTAURANTS VISITED* BY INDIVIDUALS WHO EATFRUITS AND VEGETABLES AT RESTAURANTS

*Ranked on annual visits per capita NET ‘03Source: NPD Foodworld, 2004

‘Sit Down’ Types‘Fast Food’ Types

Applebee’sRed Lobster

Denny’sBob Evans

IHOPCracker BarrelTGI Friday’sPonderosa

Olive GardenPerkins

1. McDonald’s2. Burger King3. Wendy’s4. Pizza Hut5. KFC6. Subway7. Taco Bell8. Arby’s9. Sonic10. Dunkin Donuts

CONSUMERS WOULD EAT AT QSR TWO TIMES MORE OFTENIF A BROADER SELECTION OF FRUITS AND VEGETABLESWERE OFFERED ON THE MENU.

40%

20%

0Total Casual Quick Service

19%12%

25%

Source: The Hale Group, 2004

and behaviors toward fruits and vegetables and menu decisions. These sub-segments include:

• Salad Eater

• French Fry/Potato/Starch Eater

• Nutrition Conscious Guest

• More-Often-if-More Fruit/Vegetables-on-Menu Guest

• Not-Enough-Vegetables-on-Menu Guest

• Not-Enough-Fruit-on-Menu Guest

Of particular note are the “Salad Eater” and the “NutritionConscious Guest.” Salad Eaters are the restaurant guests whoorder salads either as a starter, a side or an entrée. These arealso the consumers who cite “nutritious” significantly moreoften as an entrée decision driver. You’ll find these guests to be:

• 50 percent more likely to order a side or starter salad,

• twice as likely to order an entrée salad,

• three times more likely to cite “low calorie” as a decision driver, and

• more than two times more likely to cite “low fat”as a decision driver.

The Want-More-Vegetables-on-Menu Guest and the More-Often-If-More-Fruits/Vegetables Guest were equally prone to:

• cite “nutritious” significantly more often as an entrée decision driver, and

• be significantly “less satisfied” with the variety, quality,flavor and preparation of vegetables.

Salad by Olive Garden

Sizzling Chicken Skillet by Applebee’s

AGE/SEX PROFILE OF INDIVIDUALS WHO CONSUME FRUITSAND VEGETABLES FROM COMMERCIAL RESTAURANTSIndex vs. Annual Restaurant Visits per Capita

200

175

150

125

100

75

50

25

0

Kids Adult Males Adult Females2-5 6-12 13-17 18-34 35-44 45-54 55-64 65+ 18-34 35-44 45-54 55-64 65+

138

aver

age

Fruit and Vegetable Users* Annual Restaurant Meals per Capita* for all Adults

NET ‘03;*at commercial restaurantsSource: NPD Foodworld, 2004

% ofSample 6.8 10.6 7.1 9.0 7.5 7.5 5.5 5.9 10.3 8.7 8.1 6.3 6.8

% ofEatings 3.7 4.0 3.7 7.0 7.4 8.6 8.1 9.9 8.7 8.5 9.9 10.0 10.4

109

117

162157

150160

146

174

157 155148

127

17›


16›

Not surprisingly, French Fry/Potato/Starch Eaters were foundto be twice as likely to order sandwiches or hamburgers. Thisis largely due to the fact that sandwiches and hamburgersoften automatically are served with fries. Here’s yet anotheropportunity: Casual Dining operators could offer the choiceof a baked potato and several vegetable choices and QuickService customers could offer the choice of a pre-packagedfruit and/or vegetable, such as broccoli and cauliflower withdips and pre-sliced apples and oranges.

What about the Not-Enough-Fruit-on-Menu Guest? Thesample of those surveyed consuming fruit with their meal wasactually too small to sub-segment. This is not because no onewanted fruit, but because menus are virtually void of fruit forthem to choose, other than a few choices at breakfast. Almosthalf of consumers felt there were too few fruit offerings on themenu (see appendix, pg. 29). No one can afford to ignore whatalmost half of their guests are saying. This underscores theopportunity to make fruit offerings available on menus toboost the perceived value of the menu and provide guests with the healthy alternatives they seek.

What’s for Dinner?A number of factors are at play when consumers make their menu choices. Focus group consumers were asked what was important to them in selecting their entrée (see appendix pg. 29):

• 66 percent cited “familiar, I’ve eaten it before”;

• 53 percent cited “like description, sounds tasty”;

• 25 percent cited “liked the variety of the ingredients”; and

• 18 percent cited “nutritious.”

About half of consumers surveyed felt the number of entréeitems containing fruit was “just about right” on Quick Serviceand Casual Dining menus, while 80 percent felt the same was true of menu items containing vegetables. No one surveyed thought restaurants were doing a good job with fruit and vegetable offerings. At first blush there appears to be no major dissatisfaction; however, qualitative research andother indicators suggest this is largely due to low expectationsbased on historical offerings. In their experience, consumershave not found selections of fruits and vegetables at theirfavorite eateries and therefore do not expect it. Unfortunately,consumers have grown complacent in their quest for healthyfruits and vegetables when eating out; therefore, the “justabout right” rating.

Similarly for side dishes, the decision drivers resulted as follows:

• 58 percent cited “familiar, I’ve eaten it before”;

• 43 percent cited “like description, sounds tasty”;

• 9 percent cited “nutritious”; and

• “low-carb” was mentioned significantly more often by Nutrition Conscious, Want-More-Vegetables-on-Menu, and More-Often-If-More-Fruits/Vegetables.

This all points to key consumer sub-groups who care muchmore about the nutrition of their menu choices than others.These consumers can be targeted with tailored messages andfocused marketing and promotions. They want more fruitsand vegetables on the menu and may dine out more often ifthe healthy options are provided.

NUMBER OF MENU SELECTIONS WITH VEGETABLES IS...

TotalSample

Just Right Not Enough

100%

80%

60%

40%

20%

0Would EatHere MoreOften If...

Want MoreFruits

NutritionConscious

Want MoreVegetables

80%

19%

100%

60%

40%

71%

29%

74%

26%

0%


NUMBER OF MENU SELECTIONS WITH FRUITS IS...

TotalSample

Just Right Not Enough

100%

80%

60%

40%

20%

0Want MoreVegetables

Would EatHere MoreOften If...

NutritionConscious

Want MoreFruits

48%52%

100%

18%

82%

31%

69%

45%

55%

0%


Key FindingsConsumer behavior research found that individuals who visitCasual Dining Restaurants consume fruits and vegetablesfrom commercial restaurants at the greatest rates—50 percentmore often than the average person. Not surprisingly, researchrevealed that twice as many consumers said they would eat ata Quick Service Restaurant if there were a broader selectionof fruits and vegetables available. It is also important to notethat vegetable salads are the top choice for fruit/vegetableitems consumed at commercial restaurants.

What does all this mean for restaurant menu development? Itmeans that the current menu is wide open with opportunityfor featuring a greater selection of fruits and vegetables—andconsumers are ready to eat it up. Of particular note:

• Improve fruit and vegetable and healthy options available for children.

Satisfaction with Fruits and Vegetables on the Menu

NUTRITION CONSCIOUS

Family Much more likely to have children under 16

Sex Much more likely to be female

Age No significant difference from total sample

Income More likely have income > $75 K

Education Much more likely to have completed some graduate work or to have completed graduate school

SALAD EATER

Family More likely to have kids under 16

Sex More likely to be female

Age No significant difference from total sample

Income Less likely to have income < $50 KMore likely to have income > $75 K

Education Much more likely to have completed some or all of graduate school

Avocado Egg Rolls by Cheesecake Factory

Grilled Chicken CitrusSalad by Applebee’s


• Examine options to increase variety with a focus on fruit.Consumers are interested in seeing “fresh cut,” grapefruit,melon, berries, grapes, berries and bananas on the menu.They are not interested in canned, processed or soggy fruits.

• Consumers are not willing to pay “restaurant” prices forfruits they can buy at the supermarket; however, they are willing to pay for “added value.” This points to an opportunity for creative development of more added value, premium fruit dishes.

• Use new and different vegetables options on your menu to add flavor and enhance the perception of quality.

• Seek cooperation and support from partners in the producesupply-chain for options that are concept appropriate,offer consumers an attractive value proposition, enhance quality/variety, and are responsive to restaurant demands of handling and preparation.

Consumer demand drives what goes on the menu. Whenasked for advice on how to do a better job offering fruits andvegetables in restaurants, restaurant guests cited preparation,variety, and flavor as the leading factors in their satisfaction.Other hot buttons include fresh bold flavors, portable and“better for you.” Fruits and vegetables deliver against all thesepoints. Consumers’ elevated attention on health is raising the bar. The stakes will continue to rise as fallout from theobesity epidemic increases alongside the demand for changeon menus. This research presents an opportunity for savvyfoodservice operators to jump ahead of the curve by exploringexpanded fruit and vegetable offerings on their menus.

19›

The Child Fruit andVegetable Guest

▲

18›

A common thread ran through consumer focus groups that menu items regularly ordered by children are viewed as

having “Poor Nutritional Value.” There’s a good reason this. For the most part, kids’ restaurant food isn’t nutritious,

and fruits and vegetables are largely non-existent. A peek at fruit and vegetable mentions on the top 200 chain

menus in the nation shows fruit and vegetable options for kids lagging drastically behind that available for adults.

Kids trail adult fruit offerings in all meal parts by 92 percent and vegetable offerings by 99 percent!

Kids are eating at restaurants almost as frequently as theirparents and will continue to do so as they grow older. Amenu complete with adequate fruit and vegetable optionswould provide children an edge on health maintenance, andprovide restaurants an edge on business. Operators wouldhave future adult consumers acclimated to enjoying higher-profit fruit and vegetable menu items that are healthier and,generally, lower-priced. A win-win for all involved.

Creating healthier menu items for

children with fruits and vegetables can

be done successfully and, now more than

ever before, has the potential for giving

your operation the competitive edge.

Adults Menu*Kids Menu

HISTORICAL MENU MENTIONS OF FRUITS

meal part 2000 2001 2002 2003

935 950 982 1,20474 76 85 99

Includes all meal parts except dessert.

Adults Menu*Kids Menu

HISTORICAL MENU MENTIONS OF VEGETABLES

meal part 2000 2001 2002 2003

8,900 9,449 9,626 10,13275 89 106 118

Includes all meal parts except dessert. Source: Food Beat™, Inc., 2004

These days it’s hard to ignore the problem of childhood obesity in the United States. Some experts predict our childrenwill be the first generation in history whose life expectancy is shorter than that of their parents.1 Indeed, the statistics are frightening:

• Childhood obesity has more than doubled over the past two decades.

• 25 percent of children 5-10 years of age have high cholesterol, high blood pressure or other early signs of heart disease.2

• Only 2 percent of children eat healthy diets consistent with federal recommendations.3

• 35 percent of children are physically inactive.4

With a nutrition policy environment ringing with pressure tomake the healthy choice the easy choice, fruits and vegetablesprovide foodservice operators the perfect recipe for a winningbusiness opportunity.

1 Katz, David Dr., as quoted in “How We Grew So Big”, Time 6/7/042 Freedman DS et al. Pediatrics 1999; 103:1175-182.3 Munoz K et al. Pediatrics 1997; 100:323-329.4 CDC. Fact Sheet: Youth Risk Behavior Trends 1991-1999.

21›


20›

Portion DistortionWhile kids do need to eat more fruits and vegetables, theydon’t need to eat more food overall. Aside from using higher-margin fruits and vegetables, operators can controlcosts by serving kids’ meals (and adult meals) featuring more reasonable portion sizes.

Researchers who studied the amount of foods children ate in avariety of circumstances found that super-sizing preschoolers’entrée generally led kids to take bigger bites and thereforeconsume more calories. When allowed to serve themselves,however, they naturally selected more age-appropriate portionsand therefore consumed less calories.5

• Children ate approximately 25 percent more when served a larger portion.

• When allowed to serve themselves, the children did not overeat.

Additional studies revealed that young children are not affected by portion size.6

• 3-year-olds were served macaroni and cheese in three different portions over three lunches and still ate the same amount at each meal.

• 5-year-olds ate significantly more in the same test.

Why did the slightly older kids eat more? Between the ages of three and five? Between the ages of three and five, environ-mental influences such as rewarding children for cleaningtheir plates make children compelled to continue eating evenafter they are full. Continued exposure to supersized portionsin restaurants also plays a role. Children have learned not tolisten to their bodies.

Fruits and Vegetables on Kids MenusBecause they are far and few between, there isn’t much to talkabout when it comes to fruits and vegetables on kids menus.In their absence, however, it’s easy to get distracted by the lessthan nutritious offerings for kids seen time again on menuafter menu.

This is what was found at the top 20 table-service restaurantsin 2003:7

• 100 percent of the menus carried fried chicken,fingers or nuggets;

• 85 percent of the menus carried hamburgers or cheeseburgers;

• French fries on all but one (they offered hash browns instead); and

• Fries were the only side dish at almost half the chains.

From the pizza and chicken fingers to the burgers and friesthat dominate the menu, kids have few nutritious choiceswhen eating out, and moms are not pleased. Parents want theirchildren to eat something rather than nothing, and whenfaced with the dilemma at the restaurant, the nutrient-poor

“Young people today have increasingly sophisticatedpalates. They are adventurous and very much into flavor. [Red Lobster’s] new dishes will give kids thechance to not only dine on succulent selections similar to those their parents are eating, but also give them the opportunity to try something new thatthey may not have enjoyed before.”

–Red Lobster Executive Chef Keith Keogh1976-1980 1988-1994 2000

CHILDHOOD OBESITY IN THE U.S.

Age 6-11 Age 12-19 Source: Centers for Disease Control

16

14

12

10

8

6

4

2

0

6.5%5%

11.3%10.5%

15.3% 15.5%

THE KIDS ORDEREDTotal Casual Quick Service

Sandwich including hamburgers 59% 36% 72%French fries or other potato or starch 45% 45% 44%Chicken entrée 16% 27% 8%Side or starter salad 12% 23% 6%Beef entrée 10% 18% 6%Appetizer which included vegetables 7% 18%Pizza with mostly meat 7% 11%

“This is a little frustrating ‘cause just about everythingon a kid’s menu is pretty much junk for the most part. –Philadelphia Consumer Focus Group: Father, age 40, college-educated, income over $70,000, and heavy QSR user.

5 American Journal of Clinical Nutrtion 2003; 77:1164-11706 Rolls, Barbara J. Nutrition Today, volume 38, number 2, “The Supersizing of America: Portion Size and the Obesity Epidemic.”7 Nutrition Action Healthletter, March 2004.

Veggies and Dip by Red Lobster

food choices are their only option. Moms and dads are leftfeeling guilty for knowingly feeding their children unhealthyfoods. With the elevated occurrence of people eating out andno healthy fruit and vegetable options for kids, children arenot getting enough variety of fruits and vegetables and as a result are well below the recommended daily intake of a minimum of 5 servings of fruits and vegetables a day.

What have we learned?Overall, kids menus lack healthy options, which is important toparents. So what’s important to kids? Taste and appearance aremost important, however, if it doesn’t look good, it doesn’tmatter how good it tastes, it won’t make it into a child’s mouth.

What’s also important to kids is what their parents do.Parents remain the largest influencer on their children’s foodchoices. If more and more adults are demanding healthiermenu options for themselves, it’s safe to say they want healthier options for their kids. It has also been observed that kids want what’s on their parents’ plates.

Such was the case at Red Lobster where healthier kids’ menuofferings stemmed from what children were eating off theirparents’ plates. The chain took it a step further and begansubstituting nutrition-poor side dishes with kid-pleasingoptions, including healthy fruits and vegetables. Instead of allchildren’s meals coming with fries, three new meals includesteamed vegetables as a side as well as an appetizer choice ofapplesauce or fresh carrots and cucumbers with ranch dip.The less nutritious fries are now harder to get because theydon’t come with the meal and have to be substituted; that is,if the parents allow the substitution.


Snow Crab Legs and Steamed Veggies by Red Lobster

Other chains are catching on with great success. McDonald’snow offers Apple Dippers as an option instead of fries in theirHappy Meals as well as a stand-alone item on their $1 menu.Wendy’s substitutes Mandarin oranges for fries in kids’ meals,Chick-fil-A introduced a fresh fruit cup, and Denny’s introducedseveral new side dish options that include fruits and vegetables.

But the biggest lesson learned is that kids do like fruits andvegetables. In fact, in a PBH school foodservice pilot programin Florida, children consumed 9-31 percent more fruits andvegetables when made available. Kids were served a widervariety of fruits and vegetables, tried new and different fruitsand vegetables, and were found to like salad bars.

In the U.S. Department of Agriculture’s Free Fruit andVegetable Pilot Program, which has since been permanentlyimplemented in select schools, free fruits and vegetables were given as snacks to kids throughout the school day. As a result, one school reported 25 percent fewer donuts beingpurchased in the morning and 50 percent fewer lunchtimedesserts. Another school reported $800/week in candy barsales prior to the pilot and a drop to $300/week in candy sales after the program took hold. Furthermore, participatingschools reported better behavior, improved test scores,decreased absenteeism, decreased Body Mass Index (BMI),and less vending machine usage.

SummaryBottom line: If you put appealing, great tasting fruits andvegetables that are healthy in front of kids, they will eatthem—and be satisfied. Remember, today’s kids are tomorrow’spaying guests. By introducing a colorful variety of fruits andvegetables, foodservice operators have the opportunity tobroaden childrens’ palette profile to new and different flavors.Creating healthier menu items for children with fruits andvegetables can be done successfully and, now more than ever before, has the potential for giving your operation thecompetitive edge.

Parents

FOOD CHOICE INFLUENCES

Kids 8-12 Kids 13-17 Source: 2003 Roper Youth Report of Roper ASW, and NOP World Co.

100%

80%

60%

40%

20%

0TV Friends Siblings Ads Teachers

23›

Closing the GapMeeting Customer Expectations

▲

22›

Fruits and Vegetables, the Next Big Menu TrendRoughly 70 percent of consumers visit a Quick ServiceRestaurant at least once over the course of two-weeks. Lessthan 20 percent, however, purchase a fruit or vegetable from a Quick Service Restaurant over the same time period.The statistics are similar for “sit-down” restaurants as well.Here, 55 percent of the population eats at a “sit-down”type of restaurant at least once in a two-week period,yet only 30 percent are eating fruits and vegetables on a regular basis. Cafeterias and buffets drive this 30 percent.In contrast, 98 percent of consumers eat fruits and vegetables regularly at home.

What emerges is an understanding that fruit and vegetableconsumption is a big behavior for the consumer and thatmuch opportunity exists for increasing their fruit and vegetable consumption at your restaurants. No matter howyou look at it, fruits and vegetables are center-stage players.Here are suggestions for making your menu steal the show.

Fruits and vegetables are on target to deliver against key consumer menu selection hot buttons—whether

fresher choices, bolder flavors, better-for-me options, weight control, convenience, portability or presentation.

The Fast Casual Restaurant phenomenon—where fresh is the name of the game, bold is the distinguishing

characteristic, and better for you is the supporting proposition—speaks to this point and sends strategic signals

to menu developers. With consumer expectations growing and the stakes for offering healthful fare in restaurants

increasing, the direction consumers are driving menu offerings is clear.

Fruits + Vegetables = O-P-P-O-R-T-U-N-I-T-Y!1. Examine the Options to Increase Variety

• Focus on fruit—fruit lags vegetable menu mentions 7 to 1. Discover fruit as an appealing addition to salads,side dishes and entrées, and attract guests with these seemingly exotic, upscale ingredients.

• Use new (to your menu) and different vegetable options and combinations to add flavor that enhances the perception of quality.

2. Enhance Quality

• Expand salad offerings, which are currently driving vegetable “eatings.”

• Offer vegetable dishes that go beyond the standard steamed medley.

• Work with the supply chain for more recipe-readyproducts that fit well within your operation.

3. Make Produce Partnerships Productive

• Partner with suppliers to develop options that meet consumers’ needs and desires, emphasizing responsiveness to children.

The time is now to close the Fruit

and Vegetable Opportunity Gap and

make healthy additions to menus a

winning business opportunity for every

successful foodservice operation.

Avocado marketers worked

on the supply side first to

make avocados available

year round for foodservice

operators. They then

promoted through increased

menuing in the restaurant.

Avocados are now the

leading mentioned fruit

on the menu in appetizers,

salads, sandwiches and

soups, and the third

mentioned fruit in entrées.

25›

▲

24›

• Look for options that are concept-appropriate, add to perceived value, and fit with your individualized menu.

• Seek products that are recipe-ready and offer acceptable shelf life.

• Tap into supply chain partners’ expertise of handling,preparation, and nutrition information.

• Work with supply partners to provide a deeper understanding of the operator business imperatives required for enhanced performance. Suppliers alwayslook at ways to improve efficiency and better meet their operator customers’ needs.

The Customer + Satisfying Lifestyle Needs =Loyalty & Increased Business1. Be Responsive to Your Customers

• Kids, kids, kids!—Overhaul kids’ menus, which offer significantly less fruit and vegetable choices than main menus. Despite conventional wisdom, kids do like fruits and vegetables.

• The aging baby boomer population is becoming more health focused as they age. We know that adults aged 55+are most likely to consume more fruits and vegetables from commercial restaurants. This is not driven by morefrequent restaurant visits...they’re just twice as likely to order fruits and vegetables when they do visit. Wellness is the real issue for baby boomers.

• Ask your customers what they want—Track customer satisfaction as you make menu changes that incorporate more fruits and vegetables: flavor, variety, quality, value,preparation and nutrition.

2. Concentrate on Convenience

• Consumers are busier and convenience is more important in their decision-making process; thus,the growth in off-premise dining in all segments.

• Fruit- and vegetable-based menu choices lend themselves to carry-out menus.

• Product formulation and packaging is the key to convenience.

• Fresh-cut fruits and vegetables can be a huge labor- and time-saver.

3. Consider Limited Time Offers (LTOs) and Customized Transactions

• LTOs are becoming the point of difference and offer the opportunity to try new menu ideas that may become a permanent menu item in the future.

• In casual restaurants, 20-30 percent of transactions are customized so a significant portion of the population wants it “their way.”

• Fruits and vegetables lend themselves to flexibility,seasonal availability, and assembly at time of purchase.

Everyone Goes Home HappyWith consumer spending continuing to rise in away-from-home eating and no end in sight to the obesity epidemic,consumers increasingly look to the restaurant industry toprovide for them what they don’t have time to cook on their own. Meeting customers’ expectations healthfully andflavorfully by boosting fruit and vegetable offerings can boost your bottom line by fostering customer loyalty andencouraging repeat business.

Industry leaders who respond to this call to health are theultimate winners—not only in increased sales, but also inincreased customer loyalty, improved public health, and inplaying a role in changing the course of obesity for the nextgeneration of adult consumers.

The time is now to close the Fruit and Vegetable OpportunityGap and make healthy additions to menus a winning businessopportunity for every successful foodservice operation.

Additional Data and Resources on Fruit and Vegetable Opportunity Gap Research

Appendix

27›26›

Fruit and Vegetable Menu Trends The Adult Fruit and Vegetable GuestMost Frequently Mentioned Fruits Fruits Most Frequently Associated With Meal Part, continued Vegetables Most Frequently Associated With Meal Part, continued

Quick Serve RestaurantTotal Fruit and Vegetable Eatings Annually* 53.3Vegetable Salad (leaf, cole slaw) 15.8Vegetable Side Dish (beans, corn, mixed, broccoli, carrots) 14.5Potato/Potato Salad (mashed, baked) 13.8Fruit/Fruit Salad (apple, banana, berries) 5.1Fruit Juice 4.1Family Style/Coffee ShopTotal Fruit and Vegetable Eatings Annually* 68.9Vegetable Salad (leaf, cole slaw) 20.5Vegetable Side Dish (beans, corn, mixed, broccoli, carrots) 18.8Potato/Potato Salad (mashed, baked) 17.5Fruit/Fruit Salad (apple, banana, berries, grapes orange, pineapple) 7.4Fruit Juice 4.8*Ranked on Annual Eatings per Capita from a commercial restaurant NET ‘03; Note: restaurant ‘type’ is consumer perceivedSource: NPD Foodworld, 2004

Top Fruits and Vegetables Consumed at...

Participants were asked to rank order a number of factors as to their importance indeciding what to order off the menu

I II III IV AverageTaste 1 1 1 1 1.0Nutrition 3 2 2 2 2.3Price 4 7 2 3 4.0Familiarity 5 5 4 4 4.5Portion size 2 6 6 7 5.3Fat content 7 3 7 5 5.5Calorie content 8 4 5 6 5.8Carb content 6 8 8 8 7.5Source: The Hale Group, 2004

Consumers Unanimous When it Comes to Taste

1. Home 39%Casual 48%Quick Serve 31%

2. Work 37%Casual 27%Quick Serve 46%

3. Shopping 11%4. Entertainment 7%Source: The Hale Group, 2004

When Consumers Were Asked During Exit Interview Where They Came From Before Dining...

Frequency of Dining

frequ

ency

of d

inin

g

Total Casual Quick Service

Less than once a year

About once a year

2 to 5 times per year

6 to 10 times per year

About once a month

2 to 3 times per month

About once a week

More than once per week

Percent of Respondents0% 5% 10% 15% 20% 25% 30%

6%24%

15%

10%13%

11%

11%13%

12%

5%6%6%

16%12%

14%

25%10%

17%

15%9%

12%

12%12%12%


Consumer Satisfaction of Fruit and Vegetable Menu Offerings

Just About Right Too Small a Number Too Large a Number

100%

80%

60%

40%

20%

0%Total

Fruits

Casual Quick Service

52% 48%

0%

52% 47%

1%

52% 48%

0%

Just About Right Too Small a Number Too Large a Number

100%

80%

60%

40%

20%

0%Total

Vegetables

Casual Quick Service

80%

19%

1%

78%

22%

0%

82%

17%

1%



Frequency of Dining If More Fruits and Vegetables Offered

I Would Eat Here More Often if More Fruits and Vegetables Were on the Menu

More often About as often

100%

80%

60%

40%

20%

0%Total Casual Quick Service

19%

81%

12%

88%

25%

74%


0% 20% 40% 60% 80% 100%

R E P R E S E N T S T O T A L S A M P L E

Total Sample

Would Eat Here More Often If...

Want More Vegetables

Consuming More Produce:Watching Carbs

Want More Fruits

Nutrition Conscious

19%

100%

39%

28%

27%

26%


Fruit Menu MentionsUnspecified 172

Avocado 155

Strawberry 134

Lemon 123

Apple 104

Pineapple 103

Banana 73

Lime 72

Tropical 63

Orange/Other Citrus/Peel 59

2nd Half 2003 Source: Food Beat,™ Inc.

Fruits Most Frequently Associated With Meal Part

Appetizer MentionsAvocado 22

Lemon 15

Lime 12

Coconut 10

Tropical 9

Entrées MentionsLemon 87

Pineapple 58

Avocado 30

Lime 27

Tropical 23

Soft Drinks/Milk/Juices MentionsOrange/Other Citrus/Peel 14

Strawberry 13

Raspberry 12

Apple 8

Smoothies/Freezes MentionsStrawberry 41

Banana 30

Tropical 13

Coconut 10

Orange/Other Citrus/Peel 10

Pineapple 10

Raspberry 9

Salads MentionsAvocado 52

Mandarin 31

Unspecified 19

Apple 12

Tropical 12

Raspberry 11

Lime 10

Pineapple 9

Cranberry/Sauce 7

Sandwiches MentionsAvocado 35

Unspecified 22

Lime 11

Cranberry/Sauce 8

Pineapple 8

Soups Mentions Avocado 4

Kid’s Menu MentionsStrawberry 23

Unspecified 22

Cherry* 18

Apple Sauce 16

Apple 6

Banana 6

Orange/Other Citrus/Peel 5*The garnish on a sundae

2nd Half 2003 Source: Food Beat,™ Inc.

Most Frequently Mentioned Vegetables

Vegetable Menu MentionsTomatoes 1823

Onion 1734

Leafy Greens 1707

Peppers 1182

Potato 780

Mushrooms 747

Beans 583

Unspecified 546

Spinach 187

Corn 160

Vegetables Most Frequently Associated With Meal Part

Appetizer MentionsPeppers 180

Onion 122

Tomatoes 115

Spinach 56

Beans 49

Celery 46

Artichokes 42

Mushrooms 37

Potato 35

Leafy Greens 32

Entrées MentionsOnion 564Peppers 483Mushrooms 407Tomatoes 386Potato 379Unspecified 378Beans 246Spinach 93Broccoli 83Corn 73Leafy Greens 69Artichokes 52Carrot 40

Salads MentionsLeafy Greens 784Tomatoes 376Onion 231Peppers 100Cucumber 89Carrot 49Beans 46Corn 31Mushrooms 31

Sides MentionsPotato 162Beans 56Onion 43Unspecified 42Mushrooms 35Peppers 27Corn 25Broccoli 20

Sandwiches MentionsTomatoes 805Leafy Greens 796Onion 555Peppers 262Mushrooms 155Beans 112

Soups MentionsOnion 66Beans 46Unspecified 40Potato 36Tomatoes 23Peppers 18Broccoli 17

Kid’s Menu MentionsPotato 31Beans 19Leafy Greens 19Tomatoes 142nd Half 2003 Source: Food Beat,™ Inc.

ContactTo request accompanying graphics, charts illustrating key research findings or to

arrange for interviews, contact Produce for Better Health Foundation Director of

Public Relations. If interested in tapping into Produce for Better Health Foundation

foodservice expertise, contact Director of Foodservice. Call 302.235.2329.

Produce for Better Health Foundation28›

▲

5341 Limestone RoadWilmington, DE 19808Phone: 302.235.2329Fax: 302.235.5555www.pbhfoundation.orgwww.5aday.org

©2004 Produce for Better Health Foundation

All programs and graphics are property of Produce for Better Health Foundation and cannot be altered, reproduced, or duplicated without the consent of Produce for Better Health Foundation.

XXX-1204

The printing of this report was underwritten by Produce Marketing Association

and a grant from the Florida Department of Agriculture and Consumer Sciences.

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