“Our new research lays the foundation to move forward with our collaborative efforts to indentify new opportunities to serve our guests more fresh produce options on restaurant menus nationwide,” said NRA president and ceo Dawn Sweeney. “Nutrition and food safety are key issues to our industry, and working with the produce and distributor industries will enhance both.”
The research shows that restaurant operators see fresh produce as a way to differentiate themselves from the competition. Nearly three out of four restaurant operators (72 percent) said emphasizing fresh produce in their marketing efforts drives more customers to their restaurant. In addition, 46 percent of restaurant operators said they look for fresh produce items that their customers cannot buy at their supermarket, including 78 percent of fine dining operators.
In addition, 67 percent of restaurant operators said they wish they had more options regarding fresh produce selections, while 60 percent of operators said they wish there was more information on how to incorporate fresh produce on their menu. Forty-one percent said they expect to serve more fresh produce in the next two years, while 56 percent said they expect to serve about the same amount.
Restaurant operators also look at sourcing of fresh produce, with 77 percent saying they prefer to purchase domestically grown fresh produce, and 56 percent of survey respondents serve locally-sourced produce in their restaurants.
Food safety remains a top priority for restaurant operators. Eighty-nine percent of operators said they are willing to pay more for their fresh produce if its safety is guaranteed, and 76 percent of operators said they are willing to pay more for fresh produce if it is traceable all the way up the supply chain.
“This research gives us tremendous insight into where we should focus our efforts to increase use of fresh produce in foodservice, which benefits everyone that touches the plate, with the ultimate beneficiary being the end consumer,” said PMA president and ceo Bryan Silbermann.