6. Don’t call it ‘healthy’
Better-for-you descriptors such as “fresh,” “made from scratch” and “real” are especially effective at driving sales, according to research presented by Technomic’s manager of consumer insights, Lauren Hallow. Meanwhile, the word “healthy” can be a turnoff to today’s customers, noted Seth Grant, associate director of culinary services and business operations for Eskenazi Health, during a panel discussion. Grant said the healthcare system has been adopting more of a “stealth health” approach.
It got rid of signage promoting options as healthy and won’t necessary call out a vegan lasagna, for example, as being vegan. “The last thing we want to give them is something unappetizing,” Grant said, noting that the operation nudges diners toward healthy choices with lower prices and other strategies.