So, consumers want to eat fruits and vegetables, but they arent getting them away from home. This sales opportunity should be of particular interest to the quick-service segment, since two-thirds of consumers report they eat at a quick-serve restaurant at least once every two weeks, yet only 18 percent of them regularly consume a fruit or vegetable there.
Why? While restaurants fruit and vegetable offerings have improved over the past year, evidence suggests there is plenty of opportunity to expand the average menu, including quick-service. Fruit menu mentions increased 18 percent between 2002 and 2003, while vegetable menu mentions were up 5 percent, according to Food Beat Inc.s study of the top 200 chains menus. However, more than 50 of the 200 chains didnt mention fruit at all, and 41 percent of fruit menu mentions were desserts. While menu mentions of vegetables were seven times higher than fruit mentions in the survey, the majority of this growth comes from the explosion in entre salads.
With the proven success of salads in quick-service, savy marketers are already working on the next items to satisfy the customers continuing desire for healthy eating options.
Full article in QSR