Offering gluten-free options provides a better return for restaurateurs

Edited news release from Business Wire

For the past year, AllergyEats.com founder Paul Antico has encouraged restaurants to better accommodate food allergic and intolerant diners because it’s the right thing to do. Now, he is demonstrating another benefit to catering to the food allergy community: it can significantly increase restaurants’ profits.

Antico, a former stock fund manager with 17 years at Fidelity Investments, leveraged his financial analysis background to determine how much economic power the food allergy and Celiac disease community can influence.

“Millions of Americans – or roughly 5% of the general population – have known food allergies or gluten intolerance, and restaurateurs should recognize the tremendous spending power of this community,” Antico explained.

Assuming that 20% of the food allergic population will never feel comfortable dining out, while another 20% will try to eat anywhere, that still leaves 9 million food allergic diners that can be won over by allergy-friendly restaurants. Yet this number dramatically underestimates the true economic value of serving the food-allergic population, given that most diners eat out with other people.

“A key factor for restaurants is the ‘veto vote.’ If one person in a party has food allergies, the entire group will likely go to a restaurant that can accommodate that one individual. The food allergic diner will ‘veto’ restaurants that won’t cater to his or her specific needs,” Antico explained.

“I’ve made a conservative assumption that the average party dining out includes only three people, two of whom do not have food allergies. This estimate is especially conservative given the greater prevalence of food allergies in children, who often eat out with a party of four or more. Therefore, the “winnable” food allergic diner community – 3% of the total US population – actually translates into a 9% or greater potential increase in business for an allergy-friendly restaurant,” Antico continued.

As an example, the casual dining chain Chili’s averages roughly $3 million in sales per restaurant annually. On each sales dollar, Chili’s earns about 15c in profit. Since restaurants have considerable fixed overhead (rent, staff salaries, etc.), it’s reasonable to assume that every additional sales dollar generates 25c (or more) in profit.

Therefore, a 9% increase in sales at a typical Chili’s would equate to approximately $270,000 per year. That translates into an additional $50,000 or more in annual profits for an “allergy-friendly” Chili’s versus a similar but “allergy-unfriendly” restaurant. Even if a restaurant is already at or near capacity during weekend prime times, by becoming more allergy-friendly, they can still increase their profits by tens of thousands of dollars annually.

Savvy restaurateurs understand the financial benefits of providing an allergy-friendly environment. Many restaurant owners are wisely taking extra precautions to accommodate food allergic and intolerant guests, having their employees trained in allergy safety, creating gluten-free menu options, providing ingredient lists, and seeking industry certifications.

“As the father of food allergic children, I avoid restaurants that won’t accommodate my sons’ special dietary requirements. I’d rather take my family of seven to an allergy-friendly establishment instead. Others within the food-allergy community feel similarly,” Antico explained. “The feedback is clear – if a restaurant doesn’t have food allergy protocols in place, these dining parties will take their business elsewhere.”

“From a purely business perspective, it’s in restaurants’ best interests to accommodate the food allergy population, as it can lead to significantly higher profits,” Antico continued.

AllergyEats.com provides peer-based feedback about how well (or poorly) restaurants accommodate food-allergic customers. AllergyEats.com lists 600,000 restaurants nationwide, which food allergic diners can rate. The site also offers information on restaurants’ menus (including gluten-free menus), allergen lists, nutrition information, certifications, web links, directions and more.

Advertisements

About David E. Fowler

Online marketing expert via https://ppcsolutions.ca I own and operate an internet marketing agency and consultancy targeting small businesses to optimize their internet marketing budgets. My focus is on setting up, monitoring, and optimizing pay-per-click (PPC) advertising campaigns be it on Google AdWords, Bing Ads, or Facebook Ads. I also provide ongoing web site management and update services, site redesign, content management, search engine optimization (SEO), and social media marketing (SMM).

2 thoughts on “Offering gluten-free options provides a better return for restaurateurs

  1. Exccellent article on the economic aspect of eating out. US chain restaurants like Mimis and Red Lobster offer a list prepared by head office which simply lists all ingredients they use and whether they contain various allergens, Impossible to eat in either and enjoy it. They seem more interested in not being sued than pleasing you. According to the list in R>L> I couuld only have steamed crab legs or boiled lobster. No one in the restaurant we went to in Phoenix including the shift manager had a clue about Gluten-free. Stay away!! This wasn’t the case in earlier trips. I consider the US to be the most dangerous place on earth for celiacs in restaurants.
    Whole Foods had over 200 G/F products.available so the product is available. Hope this article gets good circulation to the restaurant industry. Cheers Bill T.

  2. Thank you for posting this!! I haven’t heard of AllergyEats before, so I will check it out for sure. I don’t find CeliacScene.com to be super helpful – it just lists restaurants, without any anecdotal evidence. I’ve gone to restaurants based on that site, where the staff and managers didn’t know anything at all about cross-contamination, let alone food allergies!!

Comments are closed.