Nutritional brochures can boost customer loyalty for restaurants

The paradox is not lost on policymakers – America is dealing with an obesity crisis, yet consumers are increasingly health- and calorie-conscious in their food choices.

As a result, several cities and states – including New York City and California – have enacted legislation requiring restaurants with a certain number of locations to put calorie and nutrition information on brochures at tables or on menu boards.

California’s law, passed in September 2008 by Governor Arnold Schwarzenegger, is now approaching its second phase – in 2009, restaurants with 20 or more locations were required to provide brochures that detail the calorie and nutrition content, and on January 1, 2011 these restaurants must post nutritional information on menus or menu boards.

"States and cities are interested in menu labeling because of the growing role that chain food restaurants play in Americans’ diet," Margo G. Wootan, nutrition policy director at the Center for Science in the Public Interest, told the Washington Post. "Most Americans get a third of their calories from eating out. And, unfortunately, restaurant foods play a very problematic role in our diets."

Yet even restaurants that are not mandated to provide nutritional brochures may want to do so, as a growing number of consumers watch their waistlines and calorie intakes.

Approximately 78 percent of Americans polled by market research firm Caravan Opinion Research in 2008 believed restaurants should list nutritional information, the Post reported, a number that has likely increased since then according to the rising health-consciousness trend.

As a result, restaurants that provide this information, either through brochures or signage, will likely win more customer loyalty and build their brand.

Jasmine Gums, a 16-year-old California resident, agrees. "Some people are health conscious and they like to know what they’re eating," she told the Los Angeles Times.

Though the greatest effect will likely be proactively offering customers the nutritional brochures, some restaurants that are wary of doing so – if their food has less than desirable nutritional value, for example – should still not avoid getting brochures made, in case customers ask for the information.

In addition, as the number of consumers with food allergies and sensitivities continues to skyrocket, restaurants may find that it is in their interest – both with customer loyalty and for legal protection – to provide nutritional and ingredient information brochures, either proactively or to have for reference.

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