Fast Casual Markets to Paleo, Keto, Gluten-free Fans
Mass marketing is more difficult as consumer demands grow.
Jun 04, 2019
ALEXANDRIA, Va.—Many of today’s consumers are following specialized diets, such as paleo, keto and gluten-free, to meet their health goals, and they are turning to like-minded strangers on the internet to discuss and encourage those eating habits, according to research from The NPD Group.
As reported in Nation’s Restaurant News, these tight-knit online communities present both opportunities and challenges. “What we continue to see is consumers going down the tribal path,” said Darren Seifer, executive director, food and beverage industry analyst at NPD. “It’s become increasingly difficult to be a mass marketer.”
But some restaurant chains have recently tailored their menus and marketing to those dedicated dieters. Earlier this year, Chipotle tailored its menu to the popular keto, paleo and Whole30 diets by removing the guesswork for customers who are adhering to those plans. And Dunkin’ Donuts added egg-white bowls that meet the needs of low-carb, high-protein dieters.
In April, Plano, Texas-based Mooyah Burgers launched a line of five Lifestyle Burgers, including Gluten-Free, Paleo, Keto and Vegetarian options. To create the new line, Mooyah tapped its existing customizable menu of more than 26 toppings and sauces, four proteins and three different buns.
“We are really fortunate because we have a customizable menu,” said Natalie Anderson-Liu, vice president of brand, Mooyah. “We used exactly what we have to come up with compelling recipes.” From April 1 to May 15 the Lifestyle Burgers generated 52% higher visit frequency from guests than other products, she added.
The online “tribalism” was prompted by the 2008 recession, NPD found, when younger consumers reduced their restaurant meals and turned to the internet to find healthful lifestyle ideas and suggestions that fit their needs. According to NPD, 18- to 34-year-olds made 223 restaurants visits per person in 2008, and as few as 216 in 2013. That number has since rebounded, to 224 visits per person among 18- to 34-year-olds for the year ended December 2018. Still, the influence of internet communities on eating behaviors remains.
According to NPD, nearly 60% of consumers practice clean eating and research foods online. Those engaged in the lifestyles like paleo, Whole30, and plant-based eating often find like-minded consumers online.
Targeting these groups requires a balancing act, as a relatively small portion of restaurant visits, or about 10%, are driven by health needs, NPD found. Consumers say about 20% of meals are motivated by health or nutrition, but just as many are motivated by the need to satisfy a craving or taste or serve as a treat or reward, according to NPD research.
