You Too Can Be Trans Fat Free!

Yesterday the state of California passed a law outlawing the use of “trans fats” in the 88,000 restaurants, bakeries, delicatessens, cafeterias and other businesses classified as ‘food facilities’.

Beginning in 2010 for most, and 2011 for bakeries, these businesses will – in the preparation of any foods – have to discontinue use of oils, margarine and shortening containing trans fats.

Amazingly, packaged foods will be exempt. (I suppose all the obese children the lawmakers were targeting with this law, will no longer be buying anything in a grocery or convenience store).

The California Restaurant Association stated that most outlets had already stopped using trans fats; because they had responded to consumer demand.

It’s interesting to note, however, that since restaurants are ‘location-specific’, meaning they are physically located in that state – producing and selling their wares in that physical location – they are much easier to legislate. How do you control or stop the ‘importation’ of foods made and packaged elsewhere in the nation?  It’s more difficult, so you target the restaurants.  This is likely perceived as being simpler and likely not as ‘politically or economically expensive' as trying to legislate gigantic, global food conglomerates.

There is a key marketing lesson in this for any independent restaurateur.

You don’t have to wait until your state passes this type of law. You don’t have to wait for your ‘head office’s marketing department’ to decide how the new menus will look.

You can move on this…now.

Consumers have spoken; the media are covering this issue closely.  If you want to turn this into a positive, you would be wise to revise your menu completely, quickly.

While your new version of the menu is at the printers, you can take the bull by the horns and produce a hand-out flyer (or menu insert page) that each server presents to new guests. The flyer should address the issue of ‘trans fats’ and what you – as a responsible and responsive restaurateur – are doing about it. Explain that you have totally re-designed your menu items and the way they are cooked, completely eliminating any trans fats. Let them know that your new menu is at the printers; but just in case they had any concerns, all the items on the current menu are now prepared trans fat-free.

When you re-design your new menu, make sure to take the opportunity to use some good copywriting to explain that you don’t use trans fats and why.

Don’t wait for the lawmakers to order you or the media to embarrass you into changing.

Be proactive and one of the very first in your trading area to bring it to the attention of your current and potential guests.