Using kids toys for more healthy foods-New policy ploy for improving nutrition of fast foods

Advertisements and gift attractions are integral part of promoting a product or a service. Commercial promotion has become such a critical part of any modern marketing that business volume is invariably linked to intensity of advertisement and promotion and the spending incurred by the brands. Look at to day's Television industry in India where piggy back riding on entertainment and other broadcasting programs seems to be bringing in more than adequate returns for those brands for the money invested. It is another matter that the proportion of time usurped by the commercials to the program content is increasing alarmingly, often taking up more than 50% of the slotted program time. Incredulously most advertisements are so stupid that the viewers, if given an app to skip them,  will gladly use it with great relief! On the ground level, marketeers also use the ploy to offer gifts to consumers if they buy their products and many unwary buyers fall for this trap. Children are especially vulnerable to this allurement and success in providing toys in packed foods as well as in restaurants have been clearly proved to be most successful way of persuading parents to buy junk foods succumbing to the pleadings of their kids.Taking into consideration this trend many policy makers are proposing using the same strategy to promote healthy foods through the toy route. Here is the gist of it as being suggested by researchers at the New York University Langone Medical Center based on the results of field studies establishing the soundness of this concept.   .  

"If a proposed new policy in New York City is approved, then fast food meals that come with toys would contain fewer calories overall, and fewer from fat and sodium, researchers report. "We can create policies that will nudge us toward healthier behaviors," said senior author Marie Bragg, of NYU Langone Medical Center in New York. The proposed policy, which was introduced to the New York City Council, says fast food meals that come with a small toy must include a serving of fruit, vegetable or whole grain. The law would also limit meals with toys to no more than 500 calories, and it would place additional restrictions on fat and salt. To estimate the effect of the proposal, researchers analyzed food purchases made by 358 adults for 422 children at Burger King, McDonald's and Wendy's restaurants in New York City and New Jersey in 2013 and 2014. The average child in the study was seven years old. As reported in the American Journal of Preventive Medicine, the adults purchased an average of 600 calories of food for each child, with a third of those calories coming from fat. The meals contained an average of 869 mg of salt - more than half the total daily limit recommended by the American Heart Association. About 35 percent of the children ate kids' meals that came with toys - and 98 percent of those meals did not meet the proposed guidelines, the researchers write. If all the meals with toys met the proposed standards, children would consume 9 percent fewer calories and there would also be 10 percent reductions in salt and calories from fat, the researchers calculated. "It's a rather small amount in comparison to how bad the country's obesity problem really is," Bragg acknowledged. But small changes could add up, she said. "There's a lot of value in the incremental changes that can sum up to a great impact with all the other changes occurring in the environment," such as policies that create healthier workplaces and communities, Bragg told Reuters Health.

Bragg hopes fast food restaurants won't try to sidestep any new policies. "We're at a point where we have to move the needle and we have to do it with policies like this," she said. (http://www.ajmc.com/newsroom/happy-meal-study-gives-new-life-to-nyc-council-proposal)"

This is a welcome development because earlier policy makers were worried about the negative impact of the successful use of toys by the manufacturers of junk foods in making fortunes made by exploiting the soft minds of young kids who easily get tempted by the toys offered and involuntarily flock to such restaurants and kids section of super markets offering such incentives. There are restrictive policies in some places to allow including toys only if the foods sold are within certain parameters of nutrition. Now this policy is being expanded to insist inclusion of toys in food packets or restaurant items for foods with high nutritive and health benefits. How far industry will go along with such a paradigm shift in marketing strategy remains to be seen. Possibly to begin with governments can provide financial incentives to manufacturers for making more and more healthy foods in the form of lesser taxes and reimbursing the cost of the toys given away.

V.H.POTTY

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Vegan dishes in Japanese restaurants? A difficult proposition till recently but not any more!

Those from India visiting Japan for a short duration would have realized how difficult this country is for people unable to eat meat and fish based preparations to even survive because practically no restaurant serves pure vegetarian dishes. Probably the concept of vegetarian way of life is some thing modern Japanese generation does not understand as meat and fish are most ubiquitous in their daily diets. If recent reports emanating from Japan are any indication this county is poised to bring about a paradigm shift in its appreciation of vegan diets and one of the reasons could be the tourism boom it is expecting from India in the coming years running up to the Olympic games scheduled to take place in 2020. Naturally a significant population from India are non-meat eaters, most of whom are rich enough to afford a trip to Japan because of their wealthy background. Read further below about this new happenings in a place like Tokyo where many restaurants are serving vegetarian foods alone or as a part of their menu.range.. 

"Tokyo may be the gastronomic capital of the world – with more Michelin-starred restaurants than any other city – but it has lagged behind in catering for those who don't eat meat. But with Japan hosting the Olympics in 2020, and the associated influx of vegetarian tourists, the group Tokyo Smile Veggies aim to get 50,000 restaurants – the number of convenience stores in Tokyo – to offer vegetarian dishes by the time they arrive. They plan to do this by hosting workshops explaining what vegetarianism means, by offering recipes and training to chefs, and by getting restaurants that are vegetarian-friendly to display signs. "We don't want to increase the number of vegetarian restaurants," said one of the group's four founders Aya Karasuyama. "We want vegetarian food to be served in normal restaurants. This hardly exists at present. People think vegetarians are strange and only eat salad." Over the past decade there has been a rise in popularity in vegetarian and vegan food in Japan alongside a boom in macrobiotic food, which has led to the opening of about 500 vegetarian and macrobiotic (which serve meat but have many vegetarian options) cafés and restaurants, according to Tokyo Smile Veggies. The macrobiotic trend started not long after Madonna appeared on the Japanese show Smap Smap in 2006 hailing her macrobiotic diet, according to the owner of one restaurant. But traditional Japanese restaurants tend not to include vegetarian food, and instead have lots of meat and seafood dishes – noodles have fish stock or pork as their soup base – or specialise in one type of food. Vegetarians are often met with a look of panic when they say that they don't eat meat or fish. Hanae Matsuya, a food PR, said: "Vegetarian restaurants open all the time but end up closing. Japanese are very good at cooking with vegetables at home so when they go out they like to eat meat." 

No wonder that sustained campaign by many groups who propound vegetarianism as an answer to many ills that befront the world to day has created better awareness about the virtues of avoiding animal based foods as far as possible. industrialized foods churned out by the food processing industry, especially the meat and poultry industry have a poor track record regarding good manufacturing practices which seek to avoid environment pollution, optimum safety of products and cruel animal rearing practices. Though consumers do raise their concern regarding these issues. they are all swept under the carpet by the industry due to its tremendous clout on the political-bureaucratic law and policy makers who refuse to implement or delay consumer friendly practices under one pretext or the other.  When one talks about vegetarian diets, it should not be forgotten that eating is a personal choice and compulsions are not acceptable to change these habits. What the vegan activists are seeking is gradual changes in dietary habits, respect for the environment and fellow co-inhabitants in this planet and ultimately a healthy society of future generations.

V.H.POTTY
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CALORIES IN FOODS-A NEW WAY OF SENSITIZATION

To day's world is on a desperate search for the proverbial magical bullet for meeting the challenges of the epidemic of obesity in many countries, an out come of prosperity and never ending desire of the humans for leisure and relaxation. It is by now known that every creature on this earth has a mechanism to balance its body weight through the satiety signaling system embedded in its brain but due to many factors, mostly man made, this system goes haywire which causes over eating food much beyond what the body requires. It is the basic nutrition principle that if intake of calorie is balanced with outgo or expenditure by the body for the basal metabolic activity and the physical activity indulged, there probably may not be any extra body weight gained by any person. Unfortunately those who develop over weight consume or gorge on foods rich in sugar and fat, major food components that contribute calories for sustenance and day to day activity. Binge eating caused by cheap and highly palatable foods rich in the above food constituents is recognized as the main reason for putting on weight without the consumer being aware of it. Many countries try out different strategies to persuade the consumer to restrict calories and calories yielding foods but with very little success and food industry's aggressive marketing of such products does not help the cause. Latest strategy that is being proposed to curb food consumption depends on the "shock" factor by letting the consumer know the consequences of eating too much by including information on the label or the menu as to how much walking is needed to burn the calories ingested through the food served. Here is a take on this new strategy still under trial.

Victoria Taylor, senior dietician at the British Heart Foundation, said clearly signposting healthy options and nutritional content helped people make informed choices when ordering food. But she added: "While displaying the amount of exercise needed to burn calories is an interesting idea, there's more to a heart-healthy diet than calorie counting. "Restaurants can also take steps to make meals healthier by serving appropriate portion sizes and reducing the amount of salt, saturated fat and sugar in their dishes."Whether eating at home or dining out, a balanced diet with plenty of fruit and veg is the best way to protect your heart." 

Whether this strategy will really work is very difficult to predict. It will definitely sensitize the consumer for some time but in the long run there is the possibility that he may learn to ignore such warnings. History is replete with instances of consumer insensitivity developing to such good intentioned warnings and consumers reverting back to their old habits. Cigarettes and Alcoholic drinks are classical example. It will be interesting to watch the progress of the new approach being tried over a longer period of time before coming to any definitive conclusion. 

V.H.POTTY
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NEW TRANSPARENCY POLICY FOR RESTAURANTS-KERALA INITIATIVE

Kerala is supposed to be a 100% literate state in the Indian Union and hence one would expect the population there to be more sensitive to laws of the country which need to be respected by every citizen. The recent report that the hoteliers in that state are flouting the orders of the state High Court is some what disturbing. During the last two years the attitude and behavior of hoteliers all over the country have witnessed a sea change with prices of food preparations being hiked indiscriminately for no rhyme or reason. It defies logic as to why a cup of coffee should cost Rs 10 plus or an idli plate cost Rs 20-25 or a dosa cost Rs 25-30! Of course there is some inflation which is causing marginal rise in the market prices of raw materials but the prevailing prices do not justify such deep escalation, bordering almost on fleecing the customers. Added to this the food regulations are not being followed scrupulously with no one afraid of the law. Here is a take on this unfortunate development affecting millions of consumers who depend on hotel food for meeting their day to day needs.

Even as most of the hoteliers and restaurant owners in the city have started displaying price list of foods, they are yet to comply with the provisions of the Food Safety Regulations for exhibiting ingredients used in their food. As per the provision of the Act, the seller of the food articles is bound to display the ingredients used in foods being sold. High Court lawyer Basil Attipetty, who had obtained an order from the consumer court for enforcing the rules relating to display of price lists, said that the regulations had made it mandatory for sellers of any food stuff to display its ingredient list in their shops. He said that the High Court had recently emphasised the need for regulating the prices of even hotel foods and thereby preventing fleecing by hoteliers. Mr. Attipetty said that the Ernakulam Consumer Disputes Redressal Forum had also ordered displaying of price lists of food stuff in terms of the Kerala Food Stuffs (Display of Prices by Catering Establishment) Order, 1977. He said that some of the hotels were yet to exhibit the price list of food stuff in compliance with the forum's order. He had contended that as per the order, the police and local bodies and civil supplies department had the power to direct hotels and restaurants to display the price list of food stuffs. The forum had also directed the Kochi City Police Commissioner and Superintendent of Police, Aluva Rural, to file a report after implementing the order of the forum. He pointed out that the police officers were yet to file a report on the compliance of the directive. The High Court had also expressed its concern over the soaring prices of hotel foods and suggested bringing in a law to hold the price line of hotel food.

Price control is not a desirable step in a democracy, if it can be avoided. The hoteliers must have self restraint as well as sufficient sensitivity to the feelings of their customers. No body is holding a brief for the way the insipient FSSAI is functioning at present and there must be realistic moderation of rules equitable to both the consumer as well as the hotelier. The rules regarding display of prices along with quantity served must be enforced at any cost and violators must be meted out exemplary punishment. Same is true regarding the nature of ingredients used either through the Menu card or through display. Consumer has a right to know whether the preparations contain any ingredient not to his liking. For example use of ingredients like Garlic, Onion, Chilli and other spices may not  be liked by some and such display will help them to avoid preparations containing these objectionable ingredients. While insisting on such practices the authorities must also look into the practical difficulties faced by the catering industry in meeting such aspirations of the consumer. 

V.H.POTTY
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PUNISHING THE "WASTERS"-A NEW APPROACH FOR WASTE REDUCTION

On one side over eating is sought to be discouraged because of the fear of obesity and all consequences associated with this body bloating syndrome. On the other hand many people waste food by not eating all they cook or buy due to many reasons and this is also a global issue of serious concern because almost one billion poor people in this Globe go to bed hungry every night! How can one bring about a balance under such a predicament faced by many nations, especially the ones which are wealthy? There are institutions like Food Banks in some countries which are active in making use of foods that are discarded while many non-government voluntary bodies are actively engaged in utilizing such foods to feed the poor. It is against such a background that the new initiative by a few eateries in some parts of the world to punish those indulging in food wastage, are to be appreciated. Here is a report which highlights such a practice on the part of a few courageous restaurants in some countries. 

A restaurant in Saudi Arabia is making headlines for its unusual policy of penalizing customers for 'wastage of food.' According to the owner of the restaurant based in Dammam, in the Eastern Province, the penalty was put into place after many customers failed to consume their large orders of food—the owners stress wasting food goes against the teachings of Islam. In a culture of excess, a 'food wastage' policy may sound absurd, but this isn't the first time a restaurant has opted for this kind of a penalty. Consider the £20 (Dh114) fee owners of the Chinese restaurant Kylin Buffet charge those diners who do not eat all the food of their plates. The restaurant's policy received much coverage after they fined Beverley Clark, a 40-year-old mother, after her son and niece left two onion rings, a prawn toast and a spring roll at an all-you-can-eat buffet. Or consider the standing policy in a Japanese restaurant in New York called Hayashi Ya which fines a customer 3 percent of their bill, if they do not finish what they serve themselves from the all-you-can-eat buffet. Other restaurants opt for forms of positive reinforcement to encourage good eating habits. A Japanese restaurant called Wafu just outside of Sydney, Australia, gives its customers a 30 percent discount if they eat all the food they ordered. The company's website begins with a special plea to its customers to: "Please be mindful of the amount of food you order – consider ordering just the right amount, in harmony with your appetite!" Food wastage fines isn't altogether a strange concept—but Kipp can't help but think it would be very strange if it was every enforced here in the Emirates. After all, for a city like Dubai which has given birth to the institution of the Friday all-you-can-eat-and-drink brunch, it is difficult to think of such penalties being put in place. Yet given the country's burgeoning obesity problem, perhaps a food wastage fee is exactly what is needed.


The initiative of these pioneers deserves kudos because they are swimming against the tide trying to establish and disseminate the bitter truth that wasting food is a social crime. It may difficult for these players to compete with conventional eateries where jumbo sizes and ad libitum food are the norms. Modern marketing mania depends largely on attracting customers using economic parameters, with low prices and large serving sizes ruling in the market place. The New York "rumblings" in the name of a proposed policy by the authorities to ban sale of jumbo size sugar laden beverages there, is a classical example of the dominance of quantity over quality! Probably the restaurants which impose fines for wastage or encourages lesser wastage through hefty discounts in the bills, have full confidence in the quality of their offerings and expect their customers to come back again even under such an environment. They do serve as a focal point to convey a vital message that "eat as much as you want but do not waste"!  

V.H.POTTY
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HEALTHFUL FOOD PROMOTION-A NEW INITIATIVE

Eating out is a practice which is becoming more and more prominent in the life styles of people who have very little time to spend in the kitchen due to the pressure of work and other daily commitments. This trend has driven a fast paced development in the food service sector with fierce competition being the hall mark of this industry. Innovations like the Food Truk are also a part of this paradigm shift in the life styles of people on the move in search of more family income and pleasures of life. While the food processing sector is being hauled up for turning out foods which are not healthy causing much of the damage to the well being of the consumers, restaurant sector has not received that much attention from health critics regarding the nutritional quality of preparations served by them. Of course isolated attack on a few catering giants in the form of criticism of their unfair practices in alluring the kids with super sized serving proportions loaded with calories and fat, has not assumed any alarming magnitude still. State policies in cajoling the caterers to declare about the calories in the portion size served seem to be working and may players in this field do display prominently the calorie content along with their menu. Such progressive efforts are sought to be supplemented by voluntary organizations by encouraging the restaurants in in improving the "healthiness" of their offerings. Here is an example of such organizations which certify the restaurants which conform to nutrition standards for their products and disseminate the same among customers.    

"The USHFC will help consumers distinguish restaurants and other food service providers that are utilizing nutrition best practices; such as the use of fresh, seasonal vegetables and fruits, whole grains, moderate portions sizes, and minimally processed food and beverages with higher nutritional qualities, while decreasing the use of additives such as industrial trans-fats, sugar, sodium and MSG. In addition, foodservice providers will be credited for their use of environmentally friendly and humanely raised foods, as well as special dietary offerings such as children's menus, vegan, vegetarian, gluten-free, Paleolithic, and identification of common food allergens. "As a restaurant owner and chef, I feed people for a living, so I believe I have a responsibility to do so well and sustainably," said Chef Ris Lacoste, of RIS in Washington DC. "There are large variations in industry purchasing and preparation practices, and customers are increasingly looking for signs that indicate, 'this house cares.' We go to great lengths to find and use high-quality and healthful ingredients, so I enthusiastically support the efforts of the USHFC." The USHFC is developing programs to provide recognition, incentives and assistance to eating establishments across the entire spectrum of foodservice provision--from high-end restaurants, to fast-casual establishments and eventually school cafeterias, fast food chains, sporting complexes and military and other government foodservice providers. The USHFC initial programs are being modeled after other non-profit initiatives that have successfully incentivized corporations and independent businesses to align their practices with the interests of consumers". 

No wonder this approach is being widely acclaimed and many restaurants are vying for such certification and recommendation to increase their business. In a competitive market such positive actions can be the tipping point in garnering sizable growth and improved bottom line. As for the customers, this is a boon because currently they have no reliable system to discriminate between healthy restaurants and normal ones peddling jumbo sized and unbalanced foods with high calorie and fat content. More such efforts by organizations like the one above will spread the message that customers do care for the nutritive aspects of food preparations besides the culinary quality. It is the responsibility of the government to encourage such organizations which can be a watch dog safeguarding the interests and well beings of the citizens. The phenomenon of consuming meals away from home is bound to increase in the coming years and the restaurant sector will have more responsibility in ensuring the safety and quality of their preparations.  

V.H.POTTY
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PUNISHING THE WASTERS! -THE NEW DINING EXPERIENCE

Wasting the food whether unconsciously or as a part of the life style cannot be defended under any circumstances and the fact that the quantity of waste generated by the affluent people can feed half the world must prick the conscience of every human being in this planet. Added to this the difference in calorie intake between those in affluent countries and others in poor countries is too wide to be ignored any more when almost one billion people in this globe go hungry every day for want of food or due to inaccessibility to food. In a country like Pakistan there is a regulation that is supposed to prevent people organizing ostentatious parties where large quantities of food are routinely wasted and India did experiment with a similar law called "Guest Control Order" some years ago. However not much impact could be made by such laws in the statute book because of tardy implementation. Here comes the news that some restaurants in the West are imposing a fine on those who leave large portions of food on their plates uneaten and probably this is a new initiative worth watching for its impact on food wastage. Here is a take on this interesting development.

With so many choices, the buffet table can be an overwhelming place. But those who overfill their plates may have to pay with more than just their pride at some restaurants. Kylin Buffet, a Chinese restaurant in the northeast of England, is now charging customers £20 ($32) for food wastage costs if diners leave food on their plates. According to the UK Daily Mail, the policy has upset some customers, including Beverley Clark, 40, who spoke out after being told she'd be fined when her son Sam, 10, and niece Toni, 6, allegedly left two onion rings, a piece of prawn toast and a spring roll on their plates. Clark opted to hide the leftovers in a napkin she placed in her bag so the wait staff would think the family cleaned their plates. She succeeded in hoodwinking them. Last year, Gulfnews.com reported about a similar policy at Marmar restaurant in Dammam, Saudi Arabia. "There are many clients who make large orders in order to impress the people around them and boost their social prestige," owner Fahad Al Anezi said. The policy was aimed at reducing food wastage and extravagance, with the fine being calculated according to the quantity of the leftovers.  Paying extra for unfinished food isn't unheard of stateside. Hayashi Ya Japanese restaurant in New York City charges diners 3 percent for not finishing a meal from the all-you-can-eat buffet. Manager Belson Lin told TODAY.com he doesn't believe customers get upset by the policy, because they know they'll be charged, and have the option to order a la carte. And, in case you think all this is in bad form, we found that etiquette guru Emily Post would agree that wasting food is a serious no-no. In her June 15, 1952 column, Post was firm: "Leaving food on your plate is not good manners — and never was because it not only shows lack of appreciation for your hostess' food, but also 'wanton' priorities. Wasting a precious commodity could never be an ethical choice."

In a fiercely competitive market environment how such a restrictive practice can succeed is not certain because this move may have the effect of diverting the business to those who do not charge additionally for wasting food. But in a buffet system such restrictions may be justified since the price of food served is fixed regardless of the quantity "consumed". While any one can "eat" ad libitum, this does not give the customer right to load the plate full indiscriminately and leave bulk of it unconsumed to be thrown away. It will be interesting as to what yardstick is used to punish such customers and what will be the criterion for deciding that food is wasted. Suppose a customer leaves  only 10% or 20% of the food on the plate will it be considered a waste? Who decides that a customer is wasting significant quantity of food on the plate? Will there be arguments and scuffles between the customer and the manager in such situations? These are practical problems that have to be faced when such new initiatives are adopted.

V.H.POTTY
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CARE FOR CONSUMERS OR PERISH! CATERING SECTOR BEWARE!

What lies ahead for the catering sector in India? Though scanty reports on the present status of this sector do indicate a booming business, this trend need not last for long if one goes by the experience of this sector in other countries. Having higher income in hand may drive customers in hordes to restaurants but such a situation also raises aspirational goals, shifts the goal posts and induces frustration among the patrons. In India one of the sectors of business that is doing extremely well is catering business and the margin of profit is growing exponentially with steep increase in prices of their offerings, forcing some of the lower middle income group of population to shy away from "eating out" option more and more, though it might not have affected others with unlimited disposable income at their disposal. The trend being foreseen in the US may not be too relevant to India but still it is a pointer to the likely happenings in the coming days for which Indian catering sector must be prepared if not to day but in the not too distant a future.

"Agents can head off this scenario and build a strong consultative relationship with their restaurant customers by asking key questions at renewal time. Here are some of the trends that could put restaurants at risk and the questions agents should ask their restaurant customers :
    1. Mobility. Has the restaurant added new services, such as delivery of meals using hired drivers with their own cars?
    2. Branch out businesses. Has the restaurant started a new line of business, such as catering?
    3. Trendy foods. Has the restaurant introduced new menu offerings as part of the strategy for attracting more customers, such as locally sourced foods, an emphasis on organic ingredients or assurances about non-allergenic ingredients?
    4. Additional payment methods. Is the restaurant accepting new methods of payment, such as online credit charges or smartphone purchasing?
Armed with the answers to these kinds of questions, you can offer your customers a menu of options that go beyond the coverage required for an on-site restaurant operation. Insurance carriers with experience in the food services industry can work closely with you to make sure your customers have the right "ingredients" in their policies."

Discussing about the prices customers have to pay at an ordinary restaurant which have practically doubled in the last three years in the name of inflation, it should not be forgotten that there is a "Lakshman Rekha" or a point of no return as far as the customers are concerned. Probably catering sector is under an illusion that all people in the country have plenty of money to squander like the young IT professionals or the much pampered government employees, corrupt as well as honest. India is still an affordable country where it is possible to get a full and decent meal in a functional restaurant at a price less than Rs 20 while most restaurants have hiked up the same to Rs 50 and beyond. Any restaurant in a city with tolerable hygiene and minimum ambiance will cost a family of four at least Rs 250 but imagine how many families can afford this if such restaurants are to be visited at least once in a week! Restaurant associations must ponder over this fact and unless there is a genuine attempt to rationalize prices they may have to face the wrath of the people in the form of reduced patronage and infrequent visits to their establishments. One of the reasons for the street vendors to become darlings of the people and make them reputed landmarks in may towns and cities in India and for the steep popularity of the Food Truck phenomenon in the US is precisely the fact that the organized restaurants are pricing themselves out of the minds of common man! Beware of this trend!

V.H.POTTY
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SUPER MARKETS OR RESTAURANTS? MERGING INTERESTS

"Eating out" habit gets ingrained with families having very little time to spend time in their kitchen and with two incomes coming from both husband and wife, these families have sufficient surplus money to go to good restaurants more frequently. Modern living style invariably places a high value for eating out with family and in many affluent countries home cooking is becoming far and few opening up opportunities for restaurateurs to set up good quality eateries with relative ambiance. It is not uncommon for people to wait for getting seats in reputed restaurants though recent recessionary atmosphere did affect the business to some extent. Evolution of food trucks into a national phenomenon in the US is making the organized catering more nervous and added to this another trend is emerging that weans away patrons from established restaurants in significant numbers. Super Markets with practically no expertise in hotel managementare reported to be considering entering the catering sector by setting up high end eating experience to increase their clientele. This is a trend with far reaching implications to the organized catering business as their regular patrons may reduce the frequency of visits drastically because of the convenience and synergy offered by the former. Here is an interesting expose on this latest trend.      

"Welcome to the age of the mash-up. Your phone has swallowed the digital camera and GPS. Your home is an office. Airplanes are Internet providers. And now, you can dine at the supermarket. It's a competitive world of blurring lines, where the most useful combo wins. Ten years ago, Whole Foods Market, Wegmans, and the Texas chain Central Market began to experiment with bringing a high-quality dining experience into their stores. At the time, the idea of eating at a supermarket was unseemly, and it often meant a smattering of tables where you might wolf down the contents of a Styrofoam clamshell. Prepared food was intended — if you had any manners — to transport home. Now in-store dining is a new market segment, no longer something you do on the sly, but a destination for families, couples in a hurry before the movies, tired shoppers who want something to eat before they hit the aisles, even the fussiest foodies. And in these waiterless situations, there are no gratuities, which contributes to attractive pricing. As new supermarkets spring up, plans invariably include kitchens run by chefs, dining facilities, and more — in-store classes (Whole Foods in Dedham has a glassed-in Wellness Club), live music, poetry slams, wine tastings (nightly at Shaw's at the Prudential Center), and full-fledged pubs (as at some Wegmans locations). Add fancy bakery cafes (like the excellent Tous Les Jours at H Mart in Burlington), throw in a bank and a post office for good measure, and there may be no reason to ever go anywhere else" 

"When the recession hit in 2008, sales of food from the aisles decreased, items per trip (known as "basket size'') stagnated, and profits fell. Supermarkets sprinted toward the on-premise dining model that other pioneers were working to perfect. "In the past 24 to 36 months, in-store dining has become heightened, as retailers realized they couldn't increase the basket size by simply lowering prices,'' explains Thom Blischok, president of SymphonyIRI Group, a retail research and consulting firm. "They began these innovations to drive in-store traffic, and change the dining experience — in quality, in atmosphere, and in variety. The ambience of a chef standing back there with the hat in a grocery store said: 'Ah! I can eat good quality food here at a good price.' '' As supermarkets evolve into these strange multi-entities, restaurants are struggling to keep up. Norm Vernadakis, a director at Big Y Markets, says the 40-seat dining area at the Walpole location has become a revenue center by winning over diners. "They're finding that our food is restaurant quality, wholesome, and you don't need to tip our people.'' His strategy is to beat the competition on both price and quality. "I don't think anybody does fish and chips better than we do,'' he says, adding wryly, "I know that will probably irritate a couple people in Boston.'' The Walpole Big Y's revenue from in-store dining rose 50 percent in 2010, he said, and another 15 percent in 2011. Crispy, tender, and served with authentic malt vinegar, the fish and chips are $7.99. Across the board, supermarket companies argue (in a way that seems almost scripted) that they can create better dishes than fast-food or fast-casual restaurants, in part because they have many aisles of fresh ingredients. And in-house chefs usually have surprising autonomy to cook what they want, catering to local tastes and leveraging talents (and ethnicities) on staff".

On the logistical side many of the existing super markets may find it difficult to establish high end restaurants within their premises but new ones can plan their ventures better for including such facilities. The Mall concept which became a standard business mode incorporates good quality eateries but it is generally not owned by the owners of the Mall and not linked to groceries business. In the past super markets used to lease out pace to fast food joints for the benefit of their customers who want to have a quick bite before or after their shopping for groceries but these food joints were more frequented by youngsters and senior citizens with not much of an expectation of a high quality food. Some of the super markets even offer on a buffet basis salads, soups etc from their Deli section and this experience may be helpful in expanding the facility further. But the new trend as being reported in countries like the US, may change the image of super markets and will provide some cushion for them in terms of dip in grocery business. A time may come when families may visit these super market restaurants for a happy eating out experience while purchase of groceries becomes secondary!  

V.H.POTTY
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THE FOOD TRUCK BOOM-MAIN STREAM EATERIES JOINING THE BAND WAGON!

Old days of street vending of foods by lonely vendors on the sides of some of the streets in towns and cities have gone and in its place a new wave of entrepreneurs with verve, enthusiasm and mobility are emerging. The Food Trucks, first introduced in the US have multiplied in numbers dramatically during the last 5 years, probably because of economic recession and rise in unemployment. These mobile food "cooking and serving restaurants on wheels" compete well with established star category restaurants located in strategic places with popular brand image. A self initiated business with a capital base of not more than 100,000 dollars and minimum hassle in conforming to regulations, Food Trucks have many advantages including the much vaunted "local food" tag. Adopting modern communication technology the operators of Food Trucks can establish rapport with their patrons who do not seem to mind waiting in queues to lap up the fare served by them. What is remarkable is that even the big names in food catering are joining the band wagon by launching their own Food Trucks to expand their business. Here is a report about the incredibly fast growth of this sector even beyond the borders of the United States.

"THE first waves of the food truck movement sweeping the United States are lapping at Australian cities, promising new ways of presenting food and new sales avenues for farmers. Thousands of food trucks had hit US streets since 2008 - there were now more than 4000 licensed in Los Angeles County alone - but these were not the impolitely-named industrial area "roach coach" with its packaged food. The new-generation trucks were selling high-quality fresh food, assembled on the spot. Gourmet burgers and pizzas are only the start: the trucks sell a bewildering array of foodstuffs, from Korean-Mexican fusion food, cupcakes, and matzo-ball soup to the inventively combined produce of a single farm. The movement is being driven in part by hard times in the US, suggested an analyst with food services industry consultancy, Technomic, Kevin Higar. The US jobs market had withered since the 2008 downturn, and showed no signs of coming back. For the entrepreneurially-minded, the best way to create work was to generate it yourself. "A food truck has a lower capital expenditure amount than a traditional restaurant, so it gives these entrepreneurs - some with strong formal culinary backgrounds and some not - a chance to become their own boss," Mr Higar said. He estimated start-up costs averaged in the $US30,000-$100,000 range. Based on his own survey of 150 food trucks in 15 cities, Mr Higar observed that food truck owner-operators tended to be younger, "perhaps 22 to 35 years old - although there is definitely a minority of individuals 40-50 also become involved because of the current US employment situation". Watching queues form in front of some of the hippest food trucks had forced established food brands to sit up and taken notice. According to the Los Angeles Times, Sizzlers, Subway and other US brands are putting food trucks on the road, with predictions 10 per cent of the top 200 US restaurant chains will have trucks by the end of 2012".

During early stages of growth there were many skeptics doubting about the sustainability of Food Truck business in the long run, saying it is just a temporary fad that would disappear soon. But these critics have been proved wrong as more than 90% of them have survived during the last 5 years. One of the prerequisites for their survival is good wide roads and parking space near populated areas and such an environment is not easily available in congested cities like Delhi, Mumbai, Kolkatta, Bangalore, Bangkok or Singapore making it difficult for sustaining this format of food business.  Probably they can thrive better in modern cities of Europe, Australia, New Zealand, Canada or UAE. One of the major criticisms against Food Truck system of catering is that they depend largely on fossil fuels for transportation and cooking but innovations for better truck design, use of solar energy and use of precooked raw materials for preparing fresh dishes can cut down fossil fuel use significantly.

V.H.POTTY

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"GASTROPUBS"-A DECLINING TREND

In what way a pub is different from a restaurant? The answer is very simple. Pub is the place where one goes for having a "drink" that is inebriating while people depend on the restaurants to experience gastronomical pleasure from the fares served there. What can be a Gastropub different from the above two institutions? Well this is a place where one can have both drinks and food! Though the term Gastropub started popular only during the last two decades, there has been a silent change in the industry with many pubs quietly starting food service without calling themselves Gastropubs. To day most people expect good food service in pubs and it is very difficult to survive i the market without pampering to the taste buds of the patrons who frequent such establishments.

The gastropub is off. The formerly much-loved eateries and watering holes of choice of metropolitan foodies look to have had their day. This week the death knell will be sounded when The Good Food Guide, which has chronicled the nation's best restaurants for 60 years and is about to publish its 2012 edition, will deem the word unpalatable in these tough economic times. It has banned it from this and future editions of the guide. Widely credited with launching the gastropub revolution in 1991, the Eagle in Clerkenwell, London, began offering customers quality food from an open kitchen alongside the bar, starting a trend that many followed. But Elizabeth Carter, consultant editor for the guide, believes that the term had become a byword for an establishment's ambitions and, at a time when pubs have been hit hard by the recession, this inflexible attitude was becoming a thing of the past. "Our feeling with the gastropub was that it was a bit of a bandwagon that a lot of people have jumped on to. A lot of chains have taken that gastropub style. "I think customers are getting bored with it. Pubs have to be socially diverse, they have to offer many things whether you pop in for a drink and a snack or you want a proper meal." This view is supported by a Leisure Wallet report released last week by financial advisers Zolfo Cooper, which showed that the average number of pub visits per person a month had dropped from five to four in the past year and that the average spend per visit was down by 19 per cent to £15.08

There is an impression that those who frequent bars and pubs, care more about the drinks and food is only secondary in their scheme of things. Besides those who take a couple of drinks can hardly distinguish between good and indifferent quality dishes! But one thing that makes gastropubs a more acceptable place is that when drinks are consumed along with foods, the alcohol in these drinks may be less dangerous to the health. Generally the safety and hygiene aspects in any food and beverage establishment are monitored by food safety personnel while bars and pubs do not come under any government overseeing department though Excise officials have the responsibility for checking the quality and safety of alcoholic drinks served in there. Whether effect of unsafe foods will be less harsh if alcohol is also consumed along with is not certain.

V.H.POTTY
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FOOD BORNE INFECTIONS-PERILS OF IGNORING VIRUSES!

Restaurants world over provide excellent quality foods from the sensory satisfaction angle and families choose restaurants mostly based on the eating quality of the preparations served. Of course the price tag, presentation, ambiance, hospitality, safety and variety of foods offered all weigh in while choosing an eatery. Eating out has become a necessity to day because of time constraints for most families to spent in the kitchen. Recent reports that even the best restaurants cannot ensure safety to its customers are rather disturbing. Probably there is some truth here as most sanitation procedures focus only on bacteria and do not cover viruses which has the potential to create havoc if not removed from the serving dishes and plates through effective washing. Is this a serious problem? Currently no one knows though some scientists believe it can pose a challenge in future.

"While there are dishware cleaning guidelines, there are no actual laws that mandate food service businesses must use them. We know that when public food establishments follow the cleaning protocols, they do a very good job at getting rid of bacteria," says Pascall. "But, we don't know if those protocols work to kill viruses – and this may help explain why there are still so many illnesses caused by contaminated food." In 2010, Pascall was awarded with a grant from the Ohio State Center Clinical and Translational Science to test how effectively the current government standards, which are proven to sanitize against bacteria, are able to rid dishes and silverware of viruses. Pascall theorized that viruses could be a bigger health issue, because it only takes a small number of viruses to make a person sick and many viruses could withstand the high temperatures used in commercial dishwashing protocols."While there are dishware cleaning guidelines, there are no actual laws that mandate food service businesses must use them. We know that when public food establishments follow the cleaning protocols, they do a very good job at getting rid of bacteria," says Pascall. "But, we don't know if those protocols work to kill viruses – and this may help explain why there are still so many illnesses caused by contaminated food." Working with a team of virologists, Pascall set out to test the ability of common viruses – norovirus and sapovirus - to make it through a variety of "real life" food service cleaning scenarios. Norovirus is responsible for 90% of epidemic non- bacterial cases of gastroenteritis and is commonly associated with illnesses seen on cruise ships and other "closed communities" where the virus can spread easily. Building off these research results, which are currently being compiled, the team will next investigate if Hepatitis A and the avian flu virus are able to get past current washing and sanitization protocols.

Fortunately food poisoning episodes of non-bacterial origin are far and few and this must have lulled the industry in ignoring the danger posed by them. The fact that most virus-driven food poisoning episodes have been reported not from restaurants but from closed communities provides a clue as to the optimum conditions for the spread of virus. It is scary to hear about the possibility of bugs like Hapatis A and Avian Flu developing sufficient resistance under the current washing regime though it is only very distant possibility. Of course there are well known methods to inactivate viruses and if necessary detergent industry can be expected to come up with washing powder formulations containing anti-viral agents. Taking up investigation in this direction is timely and appropriate and the world will be waiting with baited breath to hear about the conclusions of such studies.

V.H.POTTY
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MAKING THE FOOD MORE "TRANSPARENT"-THE NEW APPROACH

"Consumer is the king", an oft repeated slogan of the industry, seems to be at work again when the US FDA bowed to the pressure from the consumer protection organizations in making it mandatory for restaurant chains to display calorie count of foods served by them. So far compulsory label declaration for nutrients was restricted only to packaged foods and beverages which obviously does provide a conscious consumer with discretionary power to select most nutritious food and avoid so called "bad" foods. Here is a take on the latest move in that country and its repercussions.

"Americans now consume about one-third of their total calories on foods prepared outside the home," said FDA Commissioner Margaret Hamburg. "While consumers can find calorie and other nutrition information on most packaged foods, it's not generally available in restaurants or similar retail establishments. This proposal is aimed at giving consumers consistent and easy-to-understand nutrition information." Owners who operate 20 or more vending machines are also required to provide nutritional information for foods in the machine that do not carry it on their packaging. Proponents of these requirements are hopeful that posted nutrition information will make consumers more aware of what's in the food they're ordering. "Trying to find the healthy options when dining out can be more difficult than you think - even a salad can be loaded with hidden fat and sodium. In the same way that nutrition labels on packaged foods allow consumers to see exactly what they're eating and drinking, these calorie counts will empower Americans to make informed decisions when they eat away from home," said Senator Tom Harkin of Iowa in a statement. The new set of regulations will not apply to businesses such as bowling alleys and movie theaters, which serve food as a secondary service. Alcohol is also exempt from the requirements. Many commentators are disappointed by these exceptions.

It is interesting to note that the new law will apply only to chains owning more than 20 restaurants, obviously to avoid logistical hardship to small players with limited resources. The move is some what controversial since there are many exceptions to the rule, probably to accommodate pressures from lobbyists trying to protect their constituencies. Other wise does it make any sense to exempt movie theaters and similar entertainment centers where maximum "gorging" of food takes place? Also not understandable is the logic of declaring calories only while leaving out the most "dangerous" ingredient, the fat. Well one has to take this as a beginning and hopefully these anomalies will be sorted out as some experience is gained in the coming years after operationalizing the new rule.

V.H.POTTY
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"ROBOTIC" FOOD SERVICE-A NEW APPROACH

Can a country with large population and high unemployment rate accept a technology that makes humans redundant? Obviously China seems to be taking a conscious decision that in some areas of service Robots are preferable to humans as reflected by the recent opening of a restaurant in that country where food service is managed entirely by these mechanical contraptions. What is amazing is that the customers have accepted this mode of service without any reservation, at least for the time being. According to catering experts Robots enjoy several advantages over their human counterparts like uniformity of service, tirelessness, non-moody approach, no tipping, "personal" hygiene, disease free nature etc. As a Robot hardly costs about $6000 and does not need too much of a recurring expenditure, the profitability margin can go up dramatically.

"The restaurant opened just a month ago, but is already creating a buzz across the globe as it provides droids to deliver food and service to customers without taking a tip. But the biggest advantage, Li Xiaomei, a customer at the restaurant, told the Associated Press' Ken Teh, it's the robots' attitude. "They have a better service attitude than humans," said Li. "Humans can be temperamental or impatient, but they don't feel tired, they just keep working and moving round and round the restaurant all night." The technology is relatively simple: the robots move around the tables on a rotating conveyor belt placed in the middle of the eatery, using motion-sensor technology to identify humans. The robots sit on wheels, giving the appearance of riding a bicycle around the room with a basket in front carrying the food. When a customer reaches out to grab something, the robot stops The droids also double as greeters and entertainers, giving dance routines and welcoming new customers".

What is not sure is whether these Robots can sustain the interest of the consumers, especially when they revisit the place because of the "monotony" factor. Attractive servers with amiable temperament often attract customers and if the attitude and behavior are impeccable no Robot will ever be able to compete with them. In an age when recorded voices are substituting live human voice in many parts of the world, making eating also a mechanical experience may be a little too far-fetched. But with human cost mounting astronomically during the last few years, it may be inevitable that the industry as a whole opt for Robots to cut down on cost. It is a paradox that the unemployment rate in many countries is attaining unbearable levels while development of Robotic technology in many fields will make human intervention infructuous! It is understandable that operations considered dangerous to health are best left to the Robots, but restaurants opting for Robots for food service purely from commercial considerations can have adverse social consequences.

V.H.POTTY
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A MOBILE FOOD TESTING LAB?-HOW RELEVANT IT IS?

Food quality and safety in Delhi always receive attention. Probably this is where the country's ruling elite live. Besides the much heralded FSAAI is also situated in Delhi to give a helping hand to policies and programs for ensuring safe foods are provided at the restaurants when ministers and bureaucrats visit these places. The pitch for tightening implementation of food laws was very high during the just concluded Common Wealth Games (or Shames?), the justification being not to allow any "foreign" visitors become sick during this period. Interestingly one of the private players seems to have jumped into the "safety" fray and made a grand announcement that they would be launching a mobile lab for food testing so that Delhi citizens can sleep peacefully!

"As part of the Safe Food Destination (SFD) being run by the agency during the Commonwealth Games, a mobile testing van will go to eating places in areas like Khan Market, Dilli Haat, Chandni Chowk and Karol Bagh to check quality of food being served. "The mobile laboratory is a unique concept wherein various tests evaluating the quality of food and the attributes affecting food safety are conducted in an effective and time efficient manner," an official of TQS Global Management System said. N.L.B. Pantulu, vice president (Operations) of TQS Global said: "The lab will conduct tests to check adulteration in dairy products. It is also equipped to conduct antibiotic residue tests, pesticide residue test, alergen monitoring tests, water tests and a few microbiological tests."

It is not clear as to who have given them this "task" and even if they have official "blessings", why should any hotelier agree for testing his food samples; even if the sample does not confirm to standards, what next? While the attempt by this private agency is laudable, this is a typical case of putting "the cart before the horse" because no proper planning has gone into this venture before announcing its launch. If this facility is only for guidance of the owners of the eateries, it is understandable but whether they will be able to pay for the service is another question. If it is for consumer guidance, could it be a charitable activity? If there is a compulsion or fear of retribution, the hoteliers may find the need for such a service. But with no such compulsions, why should they spend their resources for quality checking? As nothing much is heard about the program since the announcement, it is presumed that the organizers were not able to get sufficient response to their much publicized novel service.

V.H.POTTY
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"NOISY" EATING ENVIRONMENT-CAN IT INFLUENCE TASTE PERCEPTION?

Catering industry continuously strives to attract customers through various means, the most important criterion being the taste of food they offer. Once the customer is "captured", further effort is made to see that customers enjoy the experience of eating for ensuring repeat visits. While color schemes and interior decor are known to increase business for many modern eateries, the effect of different types of music is relatively less known. Frequent complaints about foods served in flights or in trains have now been attributed to the background noise generated by the engines which does reach the ears of the passengers, in spite of most modern technology deployed for noise reduction. According to new research findings, even good and tasty foods, if eaten in an environment of high noise are likely to taste bland and appropriately selected music can even enhance the taste perception.

"The research clearly showed that the presence of loud noise dulled the perception of taste, but enjoyable music could enhance the eating experience. Woods said the findings suggested for example, that salad bar serving crunchy salads might benefit from louder music, but a restaurant serving salty food should turn the music down. The findings could help restaurateurs select the best music and ambient sounds to maximize their customers' enjoyment of their meals. Unilever intends to continue the research to try to find the explanation for the effects found. One possibility is that the noise might distort the brain's ability to interpret the sense of taste, or it might simply distract the diner from the flavors of the meal".

The million dollar question is whether adequate scientific data exist to guide high end restaurants regarding the type of music most suitable to the offerings offered to the customers and if not who will unravel the mysterious connection between music and taste perception. It is not understood as to why there should be any music at all in a restaurant where people congregate for eating good food and get maximum culinary satisfaction. Serving food in public functions is secondary to the main activity and therefore the culinary quality may not be critical but in a restaurant eating is the main activity and no distraction is desirable.

V.H.POTTY
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RESTAURANT OPERATIONS-THE SANITATION ISSUE

How does one choose a restaurant in a place not familiar, especially on travel or tourist jaunts? Grading of eateries is practiced in some countries but the customers have hardly any insight into the grade of a restaurant or an eating place during the visit as rarely there is any display containing such information. Even if the grade is exhibited prominently, it does not guarantee that food is really safe. This is where some consumer activists are demanding transparency regarding the inspections made by the health authorities and the results of such assessment. One of the most pressing concerns is the hygiene and sanitation status of the facilities which has a direct bearing on the safety of foods prepared there. It is true that the owners of eating establishments display prominently any thing that eulogizes them while silent on their deficiencies. Of course ultimately the clientele of any business is built upon the reputation of the products and repeat visits can be expected only if the food is good with no bitter "after visit" experience.

"Posted outside restaurants' windows are menus, Zagat ratings and clippings of local newspaper reviews. What's missing, says D.C. Councilwoman Mary Cheh, is information about the restaurants' sanitary conditions. Cheh supports requiring restaurants to display a letter grade based on their most recent health department inspection. She says that now, residents must file public records requests for details on restaurant inspections".

Many restaurants try to segregate and hide the preparation area from the customers while the dining areas are decked up with attractive decor. An ideal situation could be to design eateries with the kitchen in the center of the place, visible to most of the diners and this puts the workers on full alert and caution resulting in more frequent cleaning, disciplined movements, clean environment, etc which can be expected to impress the customers. Greater awareness about hygiene and sanitation and to score over competition, are driving many restaurants to go for HACCP and other safety certification systems which is good for both the owners as well as the consumers.

V.H.POTTY

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ANOTHER "DUD" FROM FSSAI-NO TAKERS FOR THE NEW ACCREDITATION SYSTEM

No matter how loudly one proclaims about one's intentions about doing some thing positive, the proof of sincerity and commitment can come only when they are carried out effectively. The food authority in India has an unenviable "reputation" of proclaiming many schemes, looking good on paper but rarely implemented because of lack of follow up action or paucity of right personnel to execute the program. Latest brain wave from the safety authority was supposed to have resulted in grading eating places according to their facilities and safety credentials. Unfortunately the scheme offered as a voluntary choice was shunned by all the caterers with not even a single establishment showing any interest. If news reports in the media are to be believed the scheme could not be "implemented" because it was not "mandatory". It does not require any extra ordinary intelligence to expect such a result having known the attitude of the hoteliers to any food safety measures. Restaurants are supposed to be inspected frequently by the public health personnel belonging to the civic bodies of the area where they are located for hygiene, sanitation and food quality which never happens leaving the customers to their "fate".

"He continued, "The [Food Safety and Standard Authority of India] has not made the accreditation mandatory for food establishments, which is the biggest reason why eatery owners have not responded. However, sooner or later, the Union government will make it compulsory and restaurants, dhabas and the like will then have to necessarily get themselves rated." Food establishments are to be rated on food safety which includes cleanliness, food contamination, equipment used for cooking, storage, air quality and ventilation, hygiene facilities and toilets, food packing, water and ice quality, management and supervision, documents and records, pest control systems, and waste management, according to the Quality Control of India norms. According to the Food Safety and Standard Authority, food establishments that are eligible for the accreditation process include small restaurants, small and medium eating establishments, dhabas, retail outlets serving food, fresh juice outlets, and even shops serving unlabeled pre-packaged or loose sweets and bakery items, reported the Times of India. The rating levels of food establishments will be platinum, gold, silver, and bronze".
Now that the "fault" has been identified for the failure of the scheme, such grading can be expected to be made mandatory. Under such a situation the government "babus" vested with the "power" to grant the "favor" are in line for amassing fortunes from "considerations" showered on the beneficiaries. If the existing machinery for inspection and deterrent punishment is effectively and sincerely used, there might not have been any need for grading. Even assuming that grading is advantageous the public health personnel in the civic administration are better equipped to do the job with a little retraining and expansion of the force. Ultimately honesty, dedication and corruption-free system can only bring about any meaningful changes in a decadent set up like the one that exists to day.

V.H.POTTY
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