US FDA to give restaurants more time on calorie counts
This may be good news for you if you own a restaurant. Reuters reported that the FDA plans to delay enforcement of the new menu rule which requires calories and other details to be required on menus. Vending machines must also carry nutritional information. (Adds details on requirements, comment from industry and CSPI.) (Reuters reporting by Susan Heavey, additional reporting by Lisa Baertlein; editing by Gerald E. McCormick, Bernard Orr.)
How would you turn this into a restaurant marketing opportunity?
Those who are truly serious about their health will be looking online. Don't forget that many people have allergies to various foods and inspect each and every bite. Have the information they need online.
As your business evolves, an iPad type of computer (tablet) might be used to connect people online right at the table.
For those diners who could care less, it may be time to provide even more photos. Add nutritional information to the left or right of photos for those who need it. A large photo with nutritional information next to it will certainly create a battle between the head and the taste buds.
It is time to dominate the menu with photos for selection process vs. the title. "I want that" with a point to the photo will certainly be an easy way to communicate.
For those restaurants who still rely on the "traditional" with NO photos but basically two liner descriptions (who believe less is more), it may be time for a "third menu". Food menu, wine menu and nutrition menu.
Recently I asked about allergy information at a chain restaurant. The manager handed me a notebook. I then researched item by item back and forth from the notebook to the menu. This was a bit cumbersome to say the least.
Consider more "tailor made menus". They are not new and in the age of digital printing, can be easily replaced.
- Child's menu
- Seniors menu
- Low Calorie menu
- Dessert menu
- Wine Menu
- Meal menus (breakfast, lunch, dinner)
- ... add a nutritional menu.
Think again if you believe that sharing calorie counts, etc. will only confuse and hurt business.
Privately-held Subway for years has prominently displayed calorie counts in its restaurants. The sandwich chain also suggests ways for customers to reduce calories by eliminating richer ingredients like cheese and mayonnaise.
The FDA posted the draft guidelines on its website here
The FDA has issued a Federal Register notice that explains how restaurants and
similar retail food establishments with fewer than 20 locations and vending machine
operators with fewer than 20 vending machines can voluntarily register to to become
subject to new federal menu labeling requirements.
Anyone needing assistance with filling out this form call 301-436-2371.
The FDA is required by law to issue proposed regulations to carry out these provisions by March 23, 2011.
The FDA wants to hear from YOU on how to implement the menu and vending machines labeling requirements. Docket FDA-2010-N-0298 is now open for comments and suggestions on this new law. See here for more information on how to submit your comments to the docket.
