What is driving the trend?
Obesity has become a major issue. A whopping 33% of Americans are obese. Consumers are more aware of the correlation between health issues and an unhealthy diet, thanks to huge media coverage of the obesity crisis.
The media has also been responsible for the hype surrounding apparent ‘danger’ foods that can be linked to cancer and so called miracle foods that can help you live longer. The desire for youthfulness and physical perfection drives health and wellness up the social agenda.
More and more consumers have special dietary needs and avoid certain food groups which have lead to health and wellness being a very personal choice.
It is clear that the demand for healthy food (or what is perceived as such) will be an important issue for operators like you over the next 5 years.
The industry is warned by the disastrous consequences of fast food on every street corner. Together with the lack of physical activity, it has led to an obesity epidemic with all social and financial followings.
The food industry is starting to respond based on the fundamental conviction to make ‘the healthy choice the easy choice’. The Food and Drug Administration (FDA) released information on the new Affordable Care Act, federal requirements for nutrition labeling on menus. This means operators have to react. Not only to be sure not to be blamed for health issues, but also because this consumer trend offers a lot of profitable business opportunities.Case Study
Leon is a growing chain of restaurants in the UK which is changing the perception of fast food.
Offering healthy, delicious fast food at reasonable prices, Leon’s vision is that food should taste good, do you good and be enjoyable for everyone. Seasonal produce, super foods, wheat free, gluten free and meat free dishes are all on the menu.
www.leonrestaurants.co.uk
