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Evaluation of the "fresh choice" restaurant-based nutrition program Fitzpatrick, M. Patricia
Abstract
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.
Item Metadata
Title |
Evaluation of the "fresh choice" restaurant-based nutrition program
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Creator | |
Publisher |
University of British Columbia
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Date Issued |
1995
|
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.
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Extent |
6255225 bytes
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Genre | |
Type | |
File Format |
application/pdf
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Language |
eng
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Date Available |
2009-01-14
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Provider |
Vancouver : University of British Columbia Library
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Rights |
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.
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DOI |
10.14288/1.0086737
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URI | |
Degree | |
Program | |
Affiliation | |
Degree Grantor |
University of British Columbia
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Graduation Date |
1995-05
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Campus | |
Scholarly Level |
Graduate
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Aggregated Source Repository |
DSpace
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Item Media
Item Citations and Data
Rights
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.