QSR Magazine reports that healthy eating is more top of mind for consumers now than ever before, and brands need to develop marketing strategies that display their healthy efforts.
Subway's Jared
Quick-service operators have a tough task promoting themselves in a market where consumers are increasingly concerned with keeping to a balanced diet. This year began with new healthy eating–based marketing campaigns—a renewed interest in a trend that had taken a backseat to promoting price and value for a while.
While healthy eating is far from a new trend, the National Restaurant Association reports that 73 percent of adults say they try to eat healthier now at restaurants than they did two years ago. Furthermore, as eating out on the go becomes an ever-increasing part of consumers’ busy lifestyles, so too does quick service’s contribution to national health and, consequently, pressure on the sector increases.
Recent mandates for restaurants to post calorie content on menus could significantly change how consumers behave and consume, so it is important to figure out how to position and market a brand now before it becomes widespread. Furthermore, mothers will always remain key decision makers when eating out, and a healthier image could be the deal breaker when they decide which brand to eat at.
As such, we have seen healthy eating become a central part of marketing strategies, with key trends including improving brand transparency, not deviating too far from the core business, targeting the right consumer, and stepping up the use of endorsements to build trust.
With the publishing of calorific and nutritional information increasingly available, quick service has to factor this into company strategy. It is now actively directing consumers to healthier parts of the menu—Quiznos, for example, promotes 20 sandwiches under 500 calories—to avoid consumers giving up on fast food altogether.
Healthy eating is more top of mind for consumers now than ever before, and brands need to develop marketing strategies that display their healthy efforts.
Read More at: QSR Magazine
