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Technomic: Consumers Want Food Additives Subtracted from Menus
Research firm finds consumers prefer the taste of wholesome food minus additives, GMOs. Taco Bell, Pizza Hut & Chipotle promise to change menus.
Photo Credit: st.djura / Shutterstock.com
Major franchise brands aren’t just updating their menus from the goodness of their hearts. As recent data from Technomic showed, it’s what consumers want.
Brands like Taco Bell, Pizza Hut and Chipotle have made headlines recently with promises to change their menus, whether by eliminating food coloring and additives or not serving GMOs. According to the Consumer Connect 2015: Attitudes Toward Additives report from Technomic, 43 percent of consumers chose additive-free food and drink because they believe it’s healthier. Meanwhile, 30 percent of consumers said GMO-free food and drink tastes better.
"Today's consumers want wholesome, nutritious foods they can feel good about eating, and that increasingly translates into demand for natural and additive-free ingredients,” said Kelly Weikel, director of consumer insights at Technomic. “More than half of consumers tell us they want greater menu transparency, and more restaurant chains are moving in that direction. These are big industry shifts. The challenge to operators is making the right decisions that will resonate with their consumers and be a good long-term fit for the brand.”
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
