FRUIT AND VEGETABLES
ON CHAIN MENUS
Tracking Report (2004-2005)
Methodology
• Data is compiled semi-annually by
FoodBeat, Inc. to provide the food
industry with menu analyses and related
trend information from the top 200
restaurant chains.
• Menu trends focusing on fruit and
vegetable usage were evaluated in
Quick Service and Casual Dining
Restaurants.
Methodology
• The previous methodology used by FoodBeat
examined menus for mentions of fruits and
vegetables, and counted all fruits and
vegetables, regardless of whether it was a
descriptor, flavoring, garnish, or actual food item.
• The new methodology recently implemented
reports mentions of servings of fruits and
vegetables and describes their application on the
menu.
Methodology
• Examples and descriptions of menu
items that mentioned servings of fruits
and vegetables were based on analysis
of new menu items in 2004 and 2005.
• When viewing charts and graphs, note that
the scales are different for each. This may
result in some distortion of the magnitude of
change. Each graph stands alone and is not
comparable with others.
• Data for each year are based on the average
of the first and second half of each year.
Adult vs. Kids Mentions of
Fruit and Vegetable Menu Servings - 2005
Fruit and Vegetable Servings in 2005
5%
5%
9%
Kids Fruits
Kids Vegetables
Adult Fruits
81%
Adult Vegetables
In 2005, adult
vegetable servings
comprised the
majority of total fruit
and vegetable
servings and far
outweighed adult fruit
servings.
Servings of fruits and
vegetables on Kids
Menus were equal, at
5% each of total fruit
and vegetable
servings.
Menu mentions of
Vegetable Servings
Total Vegetable Serving Mentions by Year
2500
Servings
2000
1500
1000
500
0
2004
2005
Trends indicate that
mentions of vegetable
servings on menus have
remained virtually
unchanged since 2004.
However, changes are
occurring in mentions of
vegetable servings within
different meal parts of
menus, reflecting
introduction of new items
and removal of low selling
items.
Menu Mentions of
Fruit Servings
Total Fruit Serving Mentions by Year
400
350
Servin g s
300
250
200
150
100
50
0
2004
2005
Mentions of servings
of fruit have increased
on menus between
2004 and 2005.
Although vegetables
are featured more
than 6 times more
frequently than fruits,
there was a 16%
increase in mentions
of fruit servings from
2004 to 2005.
Percent Change in F/V servings in
Adult vs. Kids Menu – 2004 to 2005
Percent Change of Fruit and Vegetable Servings,
2004-2005
35
30
% Change
25
20
Kids Fruits
15
Kids Vegetables
10
Adult Fruits
5
0
-5
-10
Adut Vegetables
The opportunity gap
for fruit and
vegetable servings
on Kids Menus
appears to be
realized by the
restaurant industry.
The 29% increase
in fruit and
vegetable servings
on Kids Menus is
high, while the
percent change on
adult menus is
decreasing.
Mentions of Vegetable Servings
by Meal Part
800
700
Entrees
Entrée Salads
Sides
Mexican Food
Add Ons/Options
Kids Menu
Sandwiches
Breakfast
Salad Bar
Beverages
600
500
400
300
200
100
0
2004
2005
Mentions of
vegetable servings
are highest in the
Entrées, Entrée
Salads and Sides
categories.
However, Entrees,
and Entrée Salads
also had a slight
decrease in
mentions of
vegetable
servings, along
with Mexican
Food, and
Sandwiches.
Percent Change in Menu Mentions
of Vegetable Servings by Meal Part
30
Percentage
20
10
0
-10
-20
-30
Add-Ons
Beverages
Breakfast
Entrée Salad
Entrees
Kids menu
Salad Bar
Sandwiches
Sides
Mexican
The menu categories with
the highest percent change
in mentions of Vegetable
servings are the Kids
Menus, Beverages and
Add-Ons categories: there
was a greater than 20%
increase in mentions of
vegetable servings in each
of these categories. Thus,
changes in mentions of
vegetable servings are
occurring, despite no
change in total mentions
between 2004 and 2005.
Mentions of Fruit Servings by
Meal Part
140
120
Kids Menu
Beverages
Breakfast
Entrees
Sides
Add-Ons/Options
Sandwiches
Salad Bar
100
80
60
40
20
0
2004
2005
Fruit servings
have increased
most notably on
the Kids’ Menu,
in Beverages
and in AddOns/Options.
Percentage
Percent Change in Mentions of
Fruit Servings by Meal Part
40
35
30
25
20
15
10
5
0
-5
-10
-15
Add-Ons
Beverages
Breakfast
Entrees
Kids Menu
Salad Bar
Sandwiches
Sides
% change
The percent change in
mentions of fruit
servings in each of
the meal parts is
lower than for
vegetables, with the
exception of those in
Kids Menus.
Fruit and Vegetable Servings in
Restaurant Segments
Trends for menu fruit and vegetable
servings have varied for different
segments of the restaurant industry.
The segments analyzed in this report
include:
Quick Service Restaurants (QSR):
Examples: Burger King, McDonald’s, Carl’s Jr.
Casual Dining (CD):
Examples: Applebee’s, Chili’s, T.G.I. Friday’s
Mentions of Fruit and Vegetable
Servings by Segment
Fruit and Vegetable Servings by Segment
12%
10%
2%
Vegetables - QSR
Vegetables - Casual Dining
Fruits - QSR
76%
Fruits - Casual Dining
The majority of
servings of fruits and
vegetables are
available in the
Casual Dining (CD)
segment compared to
Quick Serve
Restaurants (QSRs).
Fruit serving mentions
available in QSRs,
while increasing in
number, are still only
2% of all servings of
fruits and vegetables
offered.
Percent Change of Mentions of
Vegetable Servings by Segment
Percent Change of Vegetable Servings by
Segment, 2004-2005
4
Percent Change
2
0
-2
-4
-6
-8
Casual Dining
QSR
There has been
essentially no change in
mentions of vegetable
servings offered in Casual
Dining restaurants. The
decrease seen in QSRs
may be due to elimination
of those salads that don’t
sell.
Mentions of Vegetable Servings
in Casual Dining
Vegetable Servings in Casual Dining
Restaurants
2000
Servings
1600
1200
800
400
0
2004
2005
Mentions of
vegetable servings
in Casual Dining
restaurants have not
changed between
2004 and 2005.
Opportunities exist
to increase
vegetables offered
during Breakfast, at
the Salad Bar, as
Sides and as Entrée
Salads.
Mentions of Vegetable Servings
in Quick Serve Restaurants
Vegetable Servings in Quick Service
Restaurants
300
Servings
250
200
There has been a decrease
in mentions of vegetable
servings in QSRs.
Opportunities in QSRs
include offering vegetables as
a substitution for other side
items in meals, and more
salad options.
150
100
50
0
2004
2005
Percent Change in Mentions of
Fruit Servings by Segment
Percent Change in Mentions of Fruit
Servings by Segment, 2004-2005
45
40
Percent Change
35
30
25
20
15
10
5
0
Casual Dining
QSR
Mentions of fruit
servings in QSRs
have increased a
great deal, while the
change in Casual
Dining is considerably
smaller. However, as
previously noted,
mentions of fruit
servings in Casual
Dining are higher than
for QSRs.
Mentions of Fruit Servings in
Casual Dining
Fruit Servings in Casual Dining Restaurants
300
Mentions of fruit servings
in Casual Dining
Restaurants have
increased. These
increases are due
primarily to increases in
Kids Menus, Add-ons,
and Beverages.
250
Servings
200
150
100
50
0
2004
2005
Fruit Servings in QSR
Fruit Servings in Quick Service Restaurants
60
Trends show an increase in
fruit servings offered at QSR.
This increase is due to fresh
fruit offered as a Side item
and/or as Add-ons/Options.
50
Servings
40
30
20
10
0
2004
2005
Mentions of Vegetable Servings
Add-Ons/Options
Vegetable Servings in Add-Ons/Options
180
160
Servings
140
Total mentions of
vegetable servings as Addons/Options have
increased.
120
100
80
60
40
20
0
2004
2005
Examples of vegetable
servings in this meal part
include a side salad or
cooked vegetables added
to an entrée at a reduced
cost compared to the a la
carte price.
Application of Vegetables in
Add-Ons by Segment
Casual Dining
QSR
90
90
80
70
60
50
80
70
60
Salads
Other
40
30
20
10
0
50
Salads
Other
40
30
20
10
0
2004
2005
2004
2005
In Casual Dining restaurants, salads predominate as mentions of vegetable
servings. The gap in mentions of vegetable servings between Casual Dining and
QSRs is obvious, and the opportunity to increase mentions of vegetable servings is
at hand, especially in the QSR segment.
Mentions of Fruit Servings –
Add-Ons/Options
Fruit Servings in Add-Ons/Options
Mentions of fruit servings
as Add-ons/Options have
also increased.
16
14
Servings
12
10
8
6
4
2
0
2004
2005
Examples of fruits as an
add-on/option include fruit
salad and fresh fruit added
to an entrée at a reduced
cost compared to the price
for a la carte.
Mentions of Vegetable
Servings - Breakfast
Vegetable Servings in Breakfast
Mentions of vegetable
servings at Breakfast have
remained essentially the
same between 2004 and
2005.
35
30
Servings
25
20
15
10
5
0
2004
2005
Vegetable servings at
Breakfast are an
accompaniment as part of an
omelet, or as a side item
such as tomatoes or
potatoes.
Mentions of Fruit Servings Breakfast
Mentions of Fruit servings
at Breakfast have
increased slightly.
Fruit Servings in Breakfast
60
50
Servings
40
30
20
10
0
2004
2005
Other research looking at
both in-home and away
from home eating shows
that 44% of fruit servings
are consumed at Breakfast.
This suggests a potential
opportunity for restaurants
to increase fruit servings at
Breakfast by offering a
variety of creative fruit
menu selections.
Application of Fruit Servings at
Breakfast by Segment
QSR
40
Accompaniment
35
30
Center of Plate
25
Juice
20
15
Sides
10
Topping
5
Mentions of Fruit Servings
Mentions of Fruit Servings
Casual Dining
40
35
30
25
Accompaniment
Juice
20
15
10
5
0
2004
0
2004
2005
2005
Fruit is used in more diverse ways in Casual Dining menus, compared to offerings at
QSRs. However, as might be expected, mentions of fruit servings at Breakfast in both
segments are predominantly as juice and as an accompaniment, such as slices of fruit
on a plate with French toast.
Mentions of Vegetable
Servings - Beverages
Vegetable Servings in Beverages
Mentions of vegetable
servings in Beverages
have increased slightly,
although overall, this meal
part does not include
many vegetable offerings.
8
7
Servings
6
5
4
3
2
1
0
2004
2005
Examples of vegetable
serving mentions in the
Beverages category
include tomato and carrot
juice.
Mentions of Fruit Servings Beverages
Fruit Servings in Beverages
120
Mentions of fruit servings in
Beverages have increased.
100
Servings
80
Fruit in Beverages is
usually found in fruit
smoothies, fruit drinks or
fruit juice.
60
40
20
0
2004
2005
Application of Fruit Servings in
Beverages by Segment
50
45
40
35
30
25
20
15
10
5
0
QSR
Juice
Smoothies/
Freezes
2004
2005
Mentions
Mentions
Casual Dining
50
45
40
35
30
25
20
15
10
5
0
Juice
Smoothies/
Freezes
2004
2005
Mentions of fruit servings in Beverages are primarily as Juice. Smoothies and
freezes are offered at some Casual Dining restaurants, but are almost non-existent
at QSRs. This is a potential menu opportunity for the QSR segment.
Mentions of Vegetable Servings
Entrées
Vegetable Servings in Entrées
Mentions of vegetable
servings in the Entrees
category have
decreased slightly,
although the number
of mentions in this
category is high.
700
600
Servings
500
400
300
200
100
0
2004
2005
Most vegetables in
Entrées are featured
as accompaniments,
such as sautéed
vegetables, potatoes
and beans.
Applications of Vegetable
Servings in Entrees by Segment
Casual Dining
QSR
700
700
600
600
500
400
Accompaniment
300
Center of Plate
200
Mentions
Mentions
500
400
200
100
100
0
0
2004
2005
Accompaniment
Center of Plate
300
2004
2005
Mentions of vegetable servings in Entrees are primarily as an accompaniment
item on the plate. Menu options that feature vegetables as the center of the plate
have great potential to be expanded in both segments.
Mentions of Fruit Servings
Entrées
Mentions of fruit
servings in Entrees
have decreased
slightly.
Fruit Servings in Entrées
35
30
Servings
25
20
15
10
5
0
2004
2005
Examples of fruit in
Entrées include fruit
as an accompaniment
(pineapple on
chicken), fruit side
items (baked apples,
apple sauce), and
salsa.
Applications of Fruit Servings in
Entrees by Segment
QSR
35
35
30
30
25
25
20
Accompaniment
15
Center of Plate
Mentions
Mentions
Casual Dining
20
15
Center of Plate
10
10
5
5
0
Accompaniment
0
2004
2005
2004
2005
In Casual Dining, mentions of fruit servings in Entrees are as accompaniments,
whereas in QSRs, fruit servings are not mentioned as accompaniments at all.
Mentions of fruit servings as the center of the plate in QSRs probably reflects the
introduction of fruit salads in several chain restaurants.
Mentions of Vegetable Servings
Kids Meals
Vegetable Servings in Kids Menus
160
140
Servings
120
100
Trends indicate that
mentions of vegetable
servings in the Kids
Menu category are
increasing.
80
60
40
20
0
2004
2005
These increases can
be seen in
accompaniments,
sides and salads such
as baby carrots,
steamed vegetables,
and potato items.
Applications of Vegetable
Servings in Kids Meals by
Segment
QSR
60
Accompaniment
50
Entrée Salad
40
30
Salad
Accompaniment
Salad Bar
20
Side Salad
10
Sides
Mentions
Mentions
Casual Dining
60
Accompaniment
50
Entrée Salad
40
30
Salad
Accompaniment
Salad Bar
20
Side Salad
10
Sides
0
0
2004
2005
2004
2005
Mentions of vegetable servings by and large are found in the Casual Dining
segment. Mentions of vegetable servings in Kids Meals are diverse, offering
many options for children. In QSRs, there are virtually no mentions of vegetable
servings, a need to be addressed and an opportunity to be utilized.
Mentions of Fruit Servings
Kids Meals
Fruit Servings in Kids Menus
140
120
There was a large
increase in total
mentions of fruit
servings on Kids
Menus.
Servings
100
80
60
40
20
0
2004
2005
Application of Fruit Servings in
Kids Meals
Casual Dining
QSR
70
70
60
50
Accompaniment
50
Juice
Juice
40
40
30
Sides
20
Smoothies/
10
Freezes
0
2004
2005
Mentions
Mentions
60
Accompaniment
30
Sides
20
Smoothies/
10
Freezes
0
2004
2005
Most of the mentions of fruit servings on the Kids Menu are found in Casual Dining
restaurants as accompaniments, juice, sides or smoothies/freezes. Although there
has been a very slight increase in mentions of fruit servings on the Kids Menu at
QSRs, the number of mentions in this segment is very low. There is clearly room
for growth.
Vegetable Servings in Certain
Types of Mexican Food
Servin g s
Vegetable Servings in Certain Types of
Mexican Food
180
160
140
120
100
80
60
40
20
0
2004
2005
There was a large decrease in
mentions of vegetable servings
in the Mexican food category.
This decrease appears to have
occurred secondary to menu
changes in several QSRs, and
the closing of one Casual Dining
Mexican restaurant during the
reporting period.
Foods included in this meal part
include tacos, burritos,
enchiladas, fajitas, and tamales.
Given the popularity of Mexican
food and the compatibility of
vegetables with these menu
items, the decrease is
somewhat surprising.
Mentions of Vegetable Servings
Entrée Salads
Vegetable Servings in Entrée Salads
600
500
Servings
400
300
200
100
0
2004
2005
There has been a slight
decrease in mentions of
vegetables in the Entrée
Salads category.
Nevertheless, there are
numerous offerings that
provide the opportunity to
focus on salad as a main
dish.
Mentions of Vegetable
Servings – Salad Bar
Vegetable Servings in Salad Bars
8
7
There has been essentially
no change in mentions of
vegetable servings at Salad
Bars.
Servings
6
Examples of vegetables
offered include greens, and
other fresh vegetables such
as broccoli, shredded
carrots and peas.
5
4
3
2
1
0
2004
2005
Clearly, Salad Bars are
ideal for offering the many
different types of vegetables
to increase variety of intake.
Mentions of Fruit Servings
Salad Bar
Fruit Servings in Salad Bars
1.6
Mentions of fruit
servings at Salad Bars
is very low, but have
increased.
1.4
Servings
1.2
1
0.8
0.6
0.4
0.2
0
2004
2005
Fruit servings available
at Salad Bars include
fresh, dried and canned
fruit.
Mentions of Vegetable Servings
Sandwiches
Vegetable Servings in Sandwiches
90
80
70
Servings
60
50
40
30
20
10
0
2004
2005
There has been a
decrease in mentions of
vegetable servings in
Sandwiches.
Vegetables in
Sandwiches may be
included as an
accompaniment, such
as lettuce and tomato,
or as center of the
plate, such as grilled
vegetables or eggplant
parmesan.
Applications of Vegetable Servings
in Sandwiches by Segment
QSR
40
40
35
35
30
30
25
Accompaniment
20
Center of Plate
15
10
Mentions
Mentions
Casual Dining
25
20
Accompaniment
15
Center of Plate
10
5
5
0
0
2004
2005
2004
2005
In the Sandwiches category, mentions of vegetable servings as a center of the
plate item are growing, especially in the Casual Dining segment. The low
number of mentions of vegetable servings as an accompaniment at QSRs is
probably because most items are a la carte, or that vegetable servings in
‘combos’ are counted as Sides or as Add-Ons.
Mentions of Fruit Servings
Sandwiches
Fruit Servings in Sandwiches
10
Servings
9
8
7
6
Overall, mentions of
fruit servings in
Sandwiches are very
low, and have
decreased slightly.
5
4
3
2
1
0
2004
2005
Fruit in the Sandwiches
category is most often
found as an
accompaniment, such
as fruit salad or fresh
fruit slices.
Mentions of Vegetable Servings
Sides
Vegetable Servings in Sides
400
Mentions of vegetables
servings as Sides has
increased.
350
Servings
300
Examples of
vegetables as sides
include potatoes, corn,
broccoli, sautéed
vegetables, and other
fresh vegetables.
250
200
150
100
50
0
2004
2005
Application of Vegetable
Servings in Sides by Segment
QSR
250
250
200
200
150
All Other
Side Salad
100
Mentions
Mentions
Casual Dining
150
All Other
Side Salad
100
50
50
0
0
2004
2005
2004
2005
Mentions of vegetable servings as Sides slightly increased in Casual Dining,
and decreased in QSRs. Some of the change in QSRs may be related to an
increase in mentions of vegetable servings in Add-Ons/Options, which also
occurred in Casual Dining. Clearly, there is an opportunity to increase
mentions of vegetable servings at QSRs, taking into consideration possible
obstacles to including vegetables that exist for these restaurants.
Mentions of Fruit Servings
Sides
Fruit Servings in Sides
14
Mentions of fruit servings
as Sides has increased
slightly. Examples of
common fruit side items
include fresh fruit cups,
fruit salads, or apple
slices.
12
Servings
10
8
6
4
2
0
2004
2005
Summary
$
Opportunities to increase mentions
of servings of fruits and vegetables
on restaurant menus are at large.
Summary
$$
Although mentions of vegetable
servings are high, there is still
potential to increase mentions in
several meal parts in both Casual
Dining and QSRs, particularly as
Center of the Plate in Entrees, and in
Sandwiches. Creative ways of
including vegetables at Breakfast
also have many possibilities.
Summary
$$$ In QSRs, there is clearly an
opportunity to increase the
availability of both vegetable and
fruit servings as Add-Ons/Options,
Sides, and on Kids Menus.
Summary
$$$$
Overall, mentions of fruit
servings are low in both Casual
Dining and QSRs. There is
considerable potential and
opportunity to ‘think out of the box’
to add new menu items that include
fruits in all meal categories, and
thereby increase mentions of fruit
servings on menus.
This research was made possible by the
generous support of
Nunhems.