Fast-food customers opt for healthier option, says survey

Fast-food customers are turning their noses up at unhealthy menus, according to a survey by market research group Key Note.

The study, which spoke to 1,000 people, found that of the 60% who had visited a branded chain in the past six months more than half (53.2%) had increasingly opted for healthier meals like sandwiches and salads.

The report stated: “Of the adults making some form of change to their activities, the most popular strategy was to continue to visit a fast-food outlet, but to opt for healthier menus.”

The figures also showed that 38.2% visited fast-food outlets less and less while one in four chose smaller portions.

The findings appear to fly in the face of recent marketing pushes by McDonalds and Burger King, who have both embarked on a back-to-basics approach to boost sales.

Burger King was recently criticised for a TV ad for its XL Double Whopper, which had the strapline “Are you man enough?”

And McDonald’s UK chief executive recently told Caterer that the company had been wrong to capitulate to those who had demonised burgers.

Nigel Forbes, managing partner of the Litmus Partnership foodservice consultancy, said the health lobby would only gather momentum in coming years.

“Companies will have to adapt their products and offer real healthy options rather than just adding a couple of salads to the existing menu,” he said.

Is McDonald's still lovin' it? >>

By Tom Bill

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