Evaluation of the "fresh choice" restaurant-based nutrition program
Creators: name: Fitzpatrick, M. Patricia
Publisher: name: University of British Columbia
Year: 2009

description: Nutrition programs in restaurants, designed to influence food selection behaviour at the point of purchase, are becoming a popular form of nutrition intervention. The "Fresh Choice" restaurant-based nutrition intervention program, developed from a partnership between the Vancouver Health Department, the Restaurateur and Foodservices Association of Greater Vancouver and the B.C. Chefs' Association, was designed to increase the availability and accessibility of good-tasting, lower fat menu items and to enable restaurateurs and customers to make informed choices about nutrition. Through the collaborative efforts of chefs and dietitians menu items prepared with little or no added fat were produced. These items and participating restaurants were promoted during the intervention month of June, 1993. The objective of this research was to evaluate the "Fresh Choice" program by first assessing customer satisfaction with restaurant menu items and second, assessing the acceptance of and response to the "Fresh Choice" program. In the first component, the restaurant population in eight Vancouver restaurants was surveyed during the fourth week of the intervention. A total of 686 patrons responded to a one page questionnaire and rated their satisfaction with 1127 menu items. Statistical tests indicated significantly greater overall satisfaction with "Fresh Choice" menu items than regular items. Satisfaction did not vary by the type of menu item (soup, salad, entree, dessert), meal type, or respondent's frequency of eating out, reason for eating out, eating pattern, gender or age. The most frequent reason for selecting all menu items, whether "Fresh Choice" or regular, was that they were favorites or preferences. In the second component of the study nine restaurant patrons who were recruited from participating restaurants during the intervention were interviewed. Interviewees indicated that eating out was a reward and an indulgence if done for the self and if there was freedom of selection. Also conveyed was that restaurants fulfilled many needs, both emotional and physical, that arose from living and work situations which in turn affected the frequency of and reason for eating out. Restaurant and menu item selections were influenced by frequency of and reason for eating out as well as previous satisfying experiences with restaurants and menu items. Patrons identified similar determinants of satisfaction and reasons for menu item selection as the questionnaire respondents. Determinants of satisfaction were preparation, presentation, taste, freshness, portion size, lack of fat, temperature, value for price. They interpreted the "Fresh Choice" logo and name as denoting healthy, fresh and fun menu item choices. "Fresh Choice" added to the indulgent experience of eating out because it increased menu variety and selection of desired foods. However, when it was perceived that "Fresh Choice" reduced freedom of choice by advocating vegetarian and diet dishes over regular dishes, that meat dishes or substantial meals were not available, or that "Fresh Choice" meant less food, patrons were less interested in "Fresh Choice". Patrons also wanted healthier choices to be identified on the menu but did not want nutrition information anywhere near the menu. Nutrition information in general, excepting the "Fresh Choice" pamphlet, which was non-obtrusive and easy to read, was perceived by restaurant patrons to detract from the eating out experience by advocating what patrons should choose. "Lower fat" was a more acceptable descriptor of "Fresh Choice" dishes than "lighter fare" because the latter indicated less food to interviewees. The research indicated that customers were more satisfied with "Fresh Choice" versus regular menu items, implying that "Fresh Choice" and other nutrition intervention programs can be successful in providing healthier choices that are satisfying as well. Customers were receptive to "Fresh Choice" except when it was perceived that "Fresh "Fresh Choice" program planners should promote all food groups equally to make it a program for all patrons. Results also indicated that patrons liked the "Fresh Choice" promotional materials which conveyed messages df fun, taste and health. Other nutrition interventions also could benefit by focusing on the pleasurable aspects of eating out and downplaying the factual aspects of nutrition.