How to Avoid the Crossfire over Healthy Children's Menus
The new book Chew on This takes a behind-the-scenes look at the business of feeding the young.
It's already creating plenty of controversy and will only add heat to the debate about childhood obesity and health problems. You can't ignore this issue - be informed and ready to respond.
"Fast Food Nation" mega-selling author Eric Schlosser must be doing something right. He's under vicious attack from food industry lobbyists and front groups mimicking his book title in their website smearing him.... PR spinmeisters risk publicizing Schlosser's writings in their over-the-top efforts to condemn him.
The industrial food lobby is freaking-out over Chew on This, his new book with Charles Wilson aimed at youngsters, and the fact that his "Fast Food Nation" is being made into a major Hollywood movie with the same title.
Fatland is another book that examines the 'fat epidemic - published in 2004 and still a very interesting read.
KEY POINT: you don't have to take over the role of parenting your customers' childen. But given that they pay the bill, if they have concerns about what goes in the mouth of their kids (most do), you need menu items they approve of.
You need an Action Plan:
Your Kids Menu is now called the Healthy Kids Menu. Not a separate list - it's all good food.
Is prohibition an option eg no fries at all? Probably not, but how big are the serves? Are the healthy alternatives delicious, or boring?
Draw menu items from the same ingredient list as your main offerings. If the grilled chicken strips don't sell (replacing nuggets), that chicken is used in the Chicken Caesar Salad.
Be ready to promote you positive actions to the media. Not just the fact that you have healthy options - the story that will arouse real interest is if there's been a shift in child eating habits that you can talk about.
Make sure staff are all knowledgeable, not just about the menu but the reasons behind it. It's worth a staff briefing on what these books are about.
Check what staff have for the meal you provide them - is it fries and junk? An upgrade may be needed here...
Cut down on the availability of free soft-drink for staff - a 600ml (12 oz) bottle contains the equivalent of 12 teaspoons of sugar - scary!
While you're thinking healthy, make sure you have good choices and advice for vegetarians, vegans, those with gluten intolerance and other dietary choices. When you make these people happy, they are intensely loyal.
Keep a sense of humour - this issue is not going away, and raving about government interference and customer hypocrisy does not build sales.
Resources:
There is a ton of stuff on the web eg Healthy HelpGuide and the National Restaurant Association's guide to what chains are offering at Market-Driven Solutions. Bookshops have a huge range of cookbooks for children's food.
To find how menu examples, do a Google search for "healthy kids menu'" or "healthy childrens menu". Note double quotes around the terms to narrow the search.
Read the debate on the issue in the Washington Post - there's a lot to consider.
Check Jamie Oliver's campaign for better school nutrition in the UK - Feed Me Better - the DVD of the TV series is good to watch. And the issues aren't just ones for the Brits.
Watch a debate between author Eric Schlosser and a McDonalds representative:
Restaurant Management
