Last time I went to my local grocery store, I counted how many times the word “fresh” was used to describe different items around the store. FRESH bread! FRESH organic vegetables! Fresh made today baked goods!
I counted almost six times before I even left the fruit and vegetable section, which was the first area I walked through. It really meant very little to me by the time I made it through the rest of the store.
According to Datassential and NPD Group research, 90 percent of consumers believe the term “fresh” is misused. An even more surprising statistic reported is that the word “fresh” is mentioned eight times per major quick service restaurant menu. What does this mean for you?
While it may be true that the ingredients you use on your menu are indeed fresh, people are becoming wary of the term, which might mean that it’s time to drop the word from your menu’s vocabulary. Instead of using the word “fresh” or “local” or “organic,” it’s time to put actions to the terms:
- Instead of simply saying “fresh,” show them how your items are fresh. Use a visual assembly line or an open kitchen concept to show that your food is indeed fresh and created just for them.
- Tell your diners where your food is coming from. Do you get your meat from a local farm? Use your menu to actually tell the customer where their food is from.
- Use other synonyms of “fresh” that better describe the actual look of your food. Like “crisp” to describe lettuce or chicken.
The last thing you probably want is to blend in with every other restaurant and menu choice your diners have. Be unique – and accurate – with how you portray your menu and ingredients in order to stand out.
For more menu wording tips, be sure to read our article: