3. Other health cues
Portion control also influences health perceptions. Smashburger offers “modern portions” of 4 ounces for a regular size, about a half to a third of the size served by many of its competitors. Five Guys’ regular fries, for example, weigh in at over 14 ounces, notes Ryan.
Smashburger is also looking beyond potatoes to enhance health cues. Its Veggie Frites are no-batter, flash-fried carrots and green beans. Ryan says they don’t sell as well as the chain’s traditional fries, but they’re popular with consumers looking for a healthier side that “acts like fries.”