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Editor's letter: Our tastes are growing up and away from fast food

By Sanson, Michael
Publication: Restaurant Hospitality
Date: Monday, April 1 2002

According to a recent survey, Americans are eating out less often compared to a year ago. That's hardly front page news, but the Harris Interactive survey suggests that the public's eating habits are changing.

Though the recession is a major reason why folks aren't eating out as much at upscale

restaurants, it's another story at fast-food restaurants, which are taking the biggest hit. Of those surveyed by Harris, 34% said they are visiting quick serve operations less frequently than they did last year. A big reason: Concern about fat in food.

Harris surmises that while younger diners are more vulnerable to economic downturns, they are-- for the first time in their lives-making money and "developing their personal adult tastes for (better) food in (more upscale) restaurants." In other words, younger consumers are getting tired of fast food and they're finally thinking about their health.

I know what you're thinking. Consumers have always told surveyors that they are eating more healthfully, but when you've got 'em in your restaurant, they eat what they've always eaten. Talk thin, eat fat. That's a hard argument to refute. But customers at a full-service restaurant have a choice, while the options at a QSR restaurant are considerably more limited when it comes to healthful eating.

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