To Establish Trust, Restaurants Need Menu Transparency

Between food allergies, dietary preferences and a consumer culture that is paying closer attention to what goes into their bodies, it’s safe to say that today, people want to be informed. They don’t just want to know what’s in their meals—they want to know how it’s prepared, where it was grown and what steps were taken before it hit their plate.

That’s why now, more than ever, menu transparency can make or break a restaurant’s success. According to Donette Beattie, Toppers Pizza’s vice president of supply chain, being forthright about the food you’re serving can build greater trust with inquiring guests.

“Truly caring about the consumer is an important component in building and sustaining an authentic restaurant-consumer relationship. It shows people that you care about their well being,” Beattie said. “It’s important to make sure that all of our food’s information, whether it’s on a menu or on our website, is readily available to any of our guests. Transparency is a big part of who we are as a brand, and it’s proven to our guests that we’re committed to being a world-class business in a competitive industry.”

Here are a few tips to maintaining transparency and building trust with your customers.

List Nutritional Facts

The ability to make healthy choices while dining out is important for many restaurant patrons, but especially those who follow a specific diet or have food allergies. Rather than worrying about asking a waiter or requesting information from the chef, make this information both readily available and accessible. Try creating an app that allows customers to explore all of the nutritional facts and ingredients for each item on our menu so they can properly plan their meal.

Make an Effort to Clean up your Menu

Phrases like “Food with Integrity” and “Back to the Start” are thrown around quite a bit when we’re talking about food innovation—and for good reason. Words like “organic, “all-natural” and “farm-to-table” matter to diners. People are drawn to the big, bold disclaimers announcing that the food they’re about to eat is free of artificial preservatives, colors, sweeteners and flavors. In the end, this effort to clean up your menu—one ingredient at a time—will make customers feel empowered. They’ll feel better about dining at your restaurant knowing they’re making a better decision about what they’re putting into their bodies.

Be Open About Your Supply Chain

Restaurant patrons like knowing that the places they choose to eat have nothing to hide. By publicly tracing you supply chain for the various foods and products used in your restaurant, you can demonstrate to your customers that they can feel safe and assured in their dining choice. Consider including a section on your website that shows the path various ingredients take prior to ending up on a plate. Or name your suppliers directly on your menu. Being up front shows diners that your supply chain is a point of pride—not one of secrecy.