Is “fresh” a farce? New research provides fresh insights

Posted by IFMA October 11, 2013

Tagged in Consumer Planning Program Discover Foodservice Industry Research Industry Research

For the second year, IFMA's Consumer Planning Program members are delving into the minds of consumers to determine what motivates them to choose a foodservice venue, and once there, what drives them to order a specific menu item. Only through understanding how consumers use foodservice can we effectively collaborate with our operator customers to drive demand. 

Although the research covers a wide variety of topics, one of great interest was the use of "fresh" on the menu. Datassential's research shows that 87% of restaurants today use the word "fresh" and that because of its commonality; it is losing its relevancy to consumers. Consumers named some absolute requirements for the use of "fresh" on the menu. Take the poll and let us know what you think justifies the term "fresh".

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