Lower Calories for Bigger Profits

Lower Calories for Bigger Profits
Tags: Customer Service / Experience, Health & Nutrition, Hot Products, Marketing / Branding / Promotion, Menu Boards, Product Reviews
January 9, 2011

Lower Calories for Bigger Profits: Healthy Menu Promotion Examples from 4 Industry Leaders

Smart restaurant owners and managers know that time is approaching, and many have chosen to cater to the needs of diners counting calories by creating special menus, promotions, or including selections which tally to a lower calorie count than traditional menu items.

To help you get thinking about how you can offer diners healthier options (or even a special low cal menu), we’ve decided to take a look at how 4 restaurant chains have found more profits in less calories. Starbucks, Applebee’s, Bob Evan’s, and IHOP all have special options for low cal diners. Here is a peak into each of their healthier menu promotions.

Starbucks

Starbucks made a dedication to healthier menu options a primary concern in January of last year with the introduction of several changes to its menu. Out was whole milk as the standard in drinks, to be replaced with lower calorie 2%. The chain then experimented with offering menu choices under 400 calories, and including full nutritional information for menu fare. The chain currently is promoting the 35 under 350 calorie campaigns, and the “skinny” ordering process for drinks are a popular as ever. Starbucks patrons can cut the calorie in select specialty lattes by requesting drinks are made “skinny”, code for skim milk and sugar free syrup.

Applebee’s

Applebee’s is no newcomer to offering healthy menu options; back in 2004 the chain paired up with Weight Watchers to promote a menu catered to WW clients on the Points system. The program proved so successful that it has never gone away, just evolved under different names, labels and promotions. Currently, Applebee’s healthy menu campaign is called 5 under 550; a selection of 5 menu items each with under 550 calories. The 5 under 550 menu features choices such as Spicy Shrimp Diavolo and Grilled Dijon Chicken and Portabellos. As an industry leader in catering to the needs of calorie counting customers, low cal offerings remain a tasty staple at Applebee’s.

Bob Evan’s

Bob Evan’s may not be the first place that comes to mind when diners are seeking low calorie meals, but the chain has recently introduced the Fit From the Farm menu to aid diners looking for lower calorie options. With options for breakfast, lunch and dinner all with less that 650 calories, the chain is adapting to the needs of calorie conscious diners. A low calorie sausage and biscuits may be a pipe dream, but tempting choices such as a veggie omelet and potato crusted flounder are making eating healthy while out, a fun, easy and tasty option.

IHOP
Pancake king IHOP is out to prove that you can have your pancake and eat it too, with a new menu labeling system and campaign entitled IHOP Simple & Fit. Instead of a separate menu, the chain has worked to integrate healthy choices in each section of its traditional menu, indicating the special item with a logo and full nutritional information. Diners can choose from items such as a turkey bacon omelet, grilled tilapia and even harvest grain pancakes. IHOP even takes things a step further, encouraging diners to make changes in traditional menu items by opting for turkey bacon, sugar free syrup or holding the butter.

When it comes time to create your own lighter fare menu, be sure to use a professional service or dietician to ensure accuracy, menu integrity, and responsibility.