Quarterly Messages
Healthier, Really?
Larry Etter, Director of Education
National Association of Concessionaires
Under constant assessment of the media and social watchdogs, concessionaires are questioned about nutritional values of the menu offerings at their outlets. Healthy alternatives are being mandated in various regions by municipal leaders and government officials in North America as the awareness of obesity rears its statistics. The recreational venues, specifically concession stands, are a primary target for criticism. However, when the true analysis is uncovered is it really the concessionaire’s responsibility to roll back accessibility to treats and refreshments? On many occasion I have suggested that there are two objectives for the concession operator; one financial success and two, service to the patron. Do these objectives allow convergence for healthy alternatives at the concession stand, I believe they can; however, it should be the patrons ultimate responsibility as a choice in eating habits if the concessionaire is allowed true entrepreneurship.
My earliest statements to Media Professionals about the state of the concession menu is “we sell what people want to buy”. I continue to believe that. The best concession operators match a menu with the event that is happening. It would be silly to assume a circus or family entertainment event would take place without cotton candy and snow cones. As I preach to young professionals, the menu should “fit” the affair. The foods we offer should enhance the entertainment experience: Baseball = Hot dogs, Movies = Popcorn, Concert = Beer, hopefully you understand the association.
I have never met a foodservice operator who told me their objective was to “fatten the calf” or increase the obesity rates of children. Still a food entrepreneur understands the law of economy equals supply and demand. The concessionaire choses to sell what the attendee buys. The demographics of the attendees do vary in social status and therefore many venues offer different levels of service and yet few recognize the proteins, carbohydrates and vitamins in the recipes served in the suites, club sections and catered functions as a part of the entire menu. It is as if the critics circle a few items that could be portrayed as harmful and hammer home the negative details.
What’s the solution? How do we as concessionaires right the ship and illustrate the whole picture? The first step is to understand what we selling and how it affects the dietary standards of a diet. Secondly, we must understand the eating habits of our patrons. Finally, if there are flaws in our presentation, make the correction when possible if you care to “spin” the healthy formula.
Here’s an example: Popcorn, one of the true treasures of the theater industry has often been depicted as an unhealthy snack full of salt, fats and little dietary sustenance. The traditional cinema snack contains "surprisingly large" amounts of healthy antioxidant plant chemicals called polyphenols, scientists have found. Dieticians have shown that popcorn in and of itself is pure fiber and is good for human consumption, it produces chemical reactions in the body that fight carcinogens and improves digestion. But when trans fats are used to produce the pop, and salt is added to the extreme, negative effects outweigh the positive influence popcorn could have on a human being. How do we solve the problem? Use saturated fats to pop the corn such as coconut oil. While levels of saturated fats are not good for the blood stream or cholesterol the body does in time break down saturated fats for expulsion. Use limited amounts of salt in the production process or even salt imitations. And finally provide for the patron salt stations and self-serve butter units allowing the patron to apply the volume of salt and butter to the popcorn they purchase to their own standards.
Another example: Nachos, use corn tortilla chips that are baked as opposed to deep fried and reduce the amount of cheese sauce in a portion from 3oz to 2oz. This alone reduces the fat grams 33% and allow the patron the choice to purchase extra cheese if they want more cheese sauce. Again the consumer should have the right to choose.
Few people know this fact: less than 3% of all candy or confections sold by the major manufacturers; such as Mars, Nestle’ or Hershey’s is sold through the theater channel of business. This means that 97% of all candy is sold in grocery, drug stores, convenience stores, vending or fund raising. As a matter of fact, more than double what is sold in theaters is sold by school fund raisers! Still consumer advocates and the media attack the cinema industry as influences of obesity.
Studies and surveys conducted by the Harris organization show that the average American attends 4 movies per year. Hence every 120 days the average person might enjoy popcorn and a candy. (statistics show that only 1 in 3 theater patrons purchase popcorn and only 1 in 8 buy a candy at the concession stand)
The truth is that moderation is the key! Attending 4 movies per year, I would call that moderation. The problem therefore is not the theater industry, but the indiscretion of the person who buys candy and soda every visit to the grocery; drug store, etc. The lack of discipline of the consumer is problem. The affluent American can now visit any retail outlet including hardware stores and purchase sugar and fat filled food options. Why are the concessionaires held accountable? Simply stated numbers; this is the smallest segment with the least amount of fight or unity and therefore the easiest to pick apart.
The best way to approach the issue is to be knowledgeable of your menu offerings. Example; nearly all non-chocolate based candy is fat free, therefore a large portion of any candy case is fat free. I believe every concession stand can offer a trans fat fee label if so desired. Are you using whole grain pizza crust? If so make sure your patrons know it.
Beverages can be the most difficult area to demonstrate healthy options. Water has certainly changed the sales mix in favor of healthy choices; vitamin water in flavors can increase the selection opportunities. Did you know that sports drinks, those concentrated with electrolytes, have as much sugar as any carbonated beverage. Juices such as, orange, grape, cranberry have equally as much sugar as carbonated beverages yet they have calcium in small amounts and some vitamins which seems to make them permissible as healthy even though they carry more sodium.
That’s why I scratch my head so often; or just nod politely. The reality is that through the economics of capitalism, we strive to sell more so we can buy more, so we can sell more. Food and beverages have become a major component to the economic cycle. Restaurants, concessions, groceries, and vending machines are parts of the huge wheel in the economic vehicle. Concessions is the target of the campaign to change the eating habits even though it is the least used outlet for food. It is the least defensible category of foodservice because its mission is to complete the entertainment experience; to compliment the event. In other words, making food fun has become a “no-no”.
I am a proponent of having healthy options available for the people who want to change their habits. I think responsible concessionaires should offer particulars that assist the disciplined patron. I believe in time we will be serving Hummus and Crackers, dried fruit and nuts and carrot sticks. Kosher Hot Dogs, Organic, Salt Free, all can be used now without changing recipes
I think the professional concessionaire should start implementing single service options now as the revolutions begins, but never lose sight of the fact that the patron comes first and we should be selling what the majority wants, and that continues to be entertainment.
Where Do We Go From Here?
Larry Etter, Director of Education
National Association of Concessionaires
We have just finished another great convention. The conference was educational, the trade show was better than ever, the networking was worthwhile and the social events fun. So the question becomes what do I do now? How do I fabricate results from this time spent? What is the potential growth I can assume from this endeavor?
If you have ever heard me speak publicly you will know I talk in terms of 3 tenses and how they are merging faster and faster. It is an arduous task to plan for the future when technology is progressing at a faster pace. We can no longer purchase equipment and have it installed before newer and more provincial pieces are released for sale. As soon as we purchase software newer options are released and have costs to update and download operational details. I don’t know about you; but I am confounded and bewildered! How can I keep my organization on track with all that is before me?
I believe the answer is easier than I want to admit. I think I must use the tools available to me. Those tools come in multiple forms of which are presented at the annual convention in a variety of styles and formats.
The number one tool every good manager should be using is networking and communication. Every vendor or manufacturer knows what their next product design and equipment looks like and they can easily inform us of the upcoming transitions from today to tomorrow and then the next prototype. Every operations manager can discuss service improvements, operational speed bumps or employee concerns. Every educator can discuss the change in educational formats, in class, on line or a combination of webinars and video teleconferencing. So where do you tumble?
Typically I hear 3 distinct responses: “I don’t trust any of them”. “I don’t have time to network, I have my own issues”. “We don’t share information, we are privately held”. Really! Privately held, hmmm so those menu boards that are publicly displayed with items, prices and descriptions are secret? The number of concession stands, catering accounts and skyboxes for sale are secret while you print media information for mass mailings. Attendance records are published in the news for every event, again public knowledge. In truth we in the recreational foodservice business are in the most transparent industry there is. (Well the cinema channel may exceed this.)
So why can’t you network? Trust, well seems to me that each supplier, distributor, manufacturer or vendor you do business with is trusted or are you doing business with people you don’t trust? So I don’t understand the “trust” factor; if someone has violated your trust and confidence, surely you don’t repeat the occasion. Trust is about respect, if you feel they don’t respect your business or your company, I understand, but have you asked why? If a company has violated your trust and respect then by all means do not do them any favors.
Time; I don’t have time? Time is all you have, what you might intend to say is I don’t use my time well! That is a correctable offense, by you, by being more focused on what must accomplished versus what you consider needs attention or consideration. Consideration really eats away too much of our professional aptitude. Make decisions based on the most likely results with capability to repair or resolve the unwanted results. No decision will be 100% correct; nor will it be 100% wrong. Procrastinating is 100% wrong!
I challenge each member of the recreational foodservice channel to incorporate at least 3 things they learned at any recent conference. (If you did not attend the Convention in Denver you missed the opportunity to grow yourself and your business value.) If you attend a convention other than NAC can you incorporate the concepts and develop better operational standards? What will you do? Witness the new opportunities and then slope into the same routine or will you offer 30 new ideas in 90 days to better serve your customer? 10 new ways to build a better “mouse trap”.
I have processed over 25 new certifications and graduates; what will they do with the information they received? Will the book go back to the shelf, after all they received the almighty 3 letters CCM. Or will they incorporate the management techniques they professed and mentor the disciples in their company to do the same?
There were 3 ECM candidates who now have a professional ID: ECM. What will they do? Hopefully they can increase the professional image we espouse. Will they encourage more leaders to accredited educational tools? Will they test and run?
Hence, I ask what do we do now? If we do not incorporate the substance of the conferences we attend, we have procrastinated once more. If we do not consider the changes and the influences of change abounding each day we will be lost and selling our business not our wares. It is vital that everyone of us continue our education no matter what age. It is even more important to incorporate novel and distinctive concepts from the gatherings we are exposed.