Health and wellness have been central to foodservice for decades, yet consumer perceptions continue to evolve. While demand for healthier options remains strong, a persistent misconception equates healthy food with a lack of flavor.
Additionally, restaurant dining has traditionally been seen as an opportunity to indulge rather than replicate everyday eating habits. Despite these tendencies, health-conscious dining is not a passing trend but a long-term priority.
Here are five reasons why health and wellness in foodservice have remained relevant for more than 20 years.
- Consumer Demand for Healthy Eating Is Well-Documented
Consumer interest in health and wellness is not new. A 2022 international survey by McKinsey found that 50% of consumers prioritize healthy eating, a trend that has held steady over decades.
Various diet trends, including low-carb, low-fat, and sugar-conscious eating, have cycled through, but the core motivation remains the same: people seek foods that support their health and well-being. Restaurants have consistently responded by offering lower-calorie meals, plant-based options, and more natural ingredients to meet these demands.
- Nutritional Transparency Has Become an Industry Standard
Consumers expect clear, honest information about what they eat, and transparency has become a fundamental expectation in foodservice. The FDA’s menu labeling regulations, which took effect in 2018, require chain restaurants to provide calorie counts, reinforcing the industry’s long-standing shift toward transparency.
Apps and online tools now allow consumers to track macros and calories more easily, further amplifying the need for clear ingredient disclosures. While it may not be a restaurant’s responsibility to educate patrons on nutrition, offering transparent menus builds trust and empowers diners to make informed choices.
- Plant-Based Foods: Not Always the Healthier Choice
The plant-based movement continues to grow, driven by health, environmental, and ethical concerns.
However, plant-based does not always mean lower-calorie or more nutritious. For example, an Impossible Whopper contains 630 calories, compared to a regular Whopper at 660 calories (Burger King, 2024). Additionally, plant-based foods require substantial natural resources, such as water-intensive crops and extensive processing. While plant-based options diversify menus and appeal to flexitarian consumers, they are not inherently healthier or more sustainable than traditional proteins.
- Restaurants Have Long Adapted to Special Dietary Needs
Dietary accommodations have been an integral part of foodservice for decades. Restaurants have consistently adapted menus to address allergies, medical conditions, and lifestyle choices, from gluten-free and low-sodium options to meals that meet religious dietary restrictions.
A 2023 report by the National Restaurant Association found that 69% of consumers say they are more likely to visit a restaurant that offers diet-specific menu options. The demand for healthier choices is not a new challenge but rather an ongoing evolution that restaurants continue to navigate successfully.
- Healthier Menu Options Must Prioritize Flavor
One of the biggest barriers to healthy dining is the perception that nutritious food lacks flavor. Historically, restaurant meals have been viewed as indulgent experiences rather than extensions of home cooking. However, taste and health do not need to be mutually exclusive. Studies show that consumers are more likely to choose healthier options when they are flavorful and satisfying (International Food Information Council, 2023).
By integrating nutrient-rich, well-seasoned ingredients—rather than simply reducing calories or fat—restaurants can successfully appeal to health-conscious diners without compromising the dining experience.
Our Thoughts: A Business Imperative, Not a Passing Trend
Health and wellness in foodservice are not new concepts but ongoing priorities that continue to evolve with consumer expectations. The key to success is not just offering “healthy” items but ensuring they are flavorful, satisfying, and clearly communicated. By striking the right balance, foodservice operators can meet the demand for better-for-you choices while maintaining the indulgent experience diners seek. Investing in health-conscious menu options is not just beneficial for consumers—it’s a sound business strategy.
Tim Powell is a Principal with Foodservice IP, a professional services firm aimed at delivering ideas for managers to guide informed business decisions.
To learn more about FSIP’s Management Consulting Practice, click here.
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