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You may expect guests’ top priority to be flavor when judging a restaurant’s menu—and that is still very important—however, customers are starting to expect information on where those delicious ingredients come from.
This mainly applies to younger generations, Millennials and Gen Z. It’s about trust, authenticity, and ethics.
Ingredient transparency used to be a kitschy trend reserved for hipster spots straight out of Portlandia, but a version of this is now a competitive edge for restaurants hoping to appeal to a younger crowd.
Keep reading for the reasons why our younger generations are starting to desire more ingredient transparency, along with realistic actions you can take to get ahead of the curve.
1. Diners are more health-conscious today
Food trends are even more plentiful today with the rise of short-form video sharing on platforms like TikTok, YouTube Shorts, and Instagram Reels. Young guests are often taking on new diets and wellness trends, such as anti-inflammatory diets, low-sodium, keto-friendly, etc. This translates to more dietary restrictions when dining out. Clear communication about your ingredients will build confidence with these customers.
Action ideas:
- Highlight allergen/key ingredient info directly on menus
- Train servers to confidently answer ingredient questions
- Offer flexibility in dishes when possible
2. The push for sustainability and ethical sourcing
Modern diners are growing more concerned about preserving our environment with increasing talk of climate change in our media. Customers also are wary of the harmful practices of factory farms—for both the wellbeing of the animals and the lower quality of the product. Locally sourced produce grown with sustainable practices, humanely raised proteins, and environmentally responsible seafood are all becoming more appealing for consumers. By sharing sourcing details, you can signal that you align with customer values.
Action ideas:
- Introduce local farms or producers on the menu
- Advertise sustainable practices of your suppliers on your website or social media
- Arm your team with knowledge about your suppliers’ practices
3. Technology is raising the bar
Restaurants are making use of digital menus, robust online ordering interfaces, and professional websites. This gives diners access to detailed ingredient and sourcing info in the blink of an eye. If your establishment isn’t providing that info, customers may choose a competitor that does.
Action ideas:
- Integrate ingredient details into digital menus
- Use your website or online ordering platform to clearly state allergens and sourcing
- Consider tech tools that streamline transparency (We can help build you an online ordering platform! Inquire here)
With Hospitality Innovations, you can streamline your inventory and ordering processes to save time and boost profits.
In short, our inventory platform makes it easy to track inventory variance and food waste, and our ordering platform helps you find the lowest prices possible. We also allow you to export custom reports and manage your team.
The product was developed by former and current hospitality professionals with the goal in mind to make hospitality management easier. If you're interested in learning more, check out our website here or check out a self-guided demo here to see for yourself!
Final Thoughts
Ingredient transparency is not just a trend—it shows us how modern customers are engaging with food establishments. Becoming open about where your ingredients come from not only helps you meet demands of customers, but also builds trust in your brand, increases perceived value of your food, and helps you stand out in a crowded market.
