Seafood has long held a distinctive place in the dining
landscape, perceived as a “better for you” choice, and according to
Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®. It’s linked with lean protein,
omega-3 fatty acids, and the promise of cardiovascular benefits.
The American Heart Association has extolled seafood as part
of a balanced diet, and consumer trends reflect this, with 65% of consumers
believing seafood to be a healthier protein than beef or pork. However, the
reality of seafood dining isn’t always straightforward. Mislabeling, such as
serving swordfish as halibut, fake scallops, or Krab instead of authentic crab,
raises both ethical and culinary concerns. This misrepresentation has created a
trust gap, challenging restaurants to navigate consumer expectations and the
“better for you” halo around seafood with honesty and transparency.
The Historical Halo of Seafood: A
Premium, Health-Conscious Choice
Seafood became popularized in the U.S. with the rise of
fine dining in the early 20th century. It was a premium option, limited to
select regions and considered a luxury. As scientific studies in the 1970s and
‘80s began to underline seafood’s cardiovascular benefits, the “better for you”
perception solidified. By the 1990s, the government advocated for two servings
of seafood per week as part of a healthy diet, promoting seafood for its lean
protein and minimal saturated fat. Seafood’s halo effect took hold, yet
restaurants and markets struggled to meet demand due to fluctuating supplies,
particularly for species like cod and halibut, which saw significant declines
due to overfishing.
Mislabeling in Restaurants: A Breach
of Trust
As seafood consumption grew, restaurants scrambled to meet
demand for high-end seafood varieties, but supply challenges opened the door to
fraudulent substitutions. In a 2018 report, Oceana found that one-third of fish
samples tested across the United States were mislabeled. Swordfish, often
served as halibut due to its similar taste and texture, and imitation crab
labeled as “crab” became all too common. Likewise, “scallops” that were merely
fish or other protein cutouts in ring shapes eroded consumer trust.
These substitutions often go unnoticed by diners but can
have real consequences. Not only does it mislead consumers into paying premium
prices for less desirable alternatives, but it also undermines the “better for
you” benefits that make seafood appealing. Mislabeled items may lack the
nutritional profile consumers expect or pose health risks, as certain fish
substitutions come with higher mercury levels or allergen risks.
Why Consumers Prefer Dining Out for
Seafood
Despite these challenges, seafood continues to hold a
strong allure for diners, especially when prepared by skilled chefs. Many
consumers report that seafood is difficult to cook at home, citing preparation
complexity, fear of overcooking, and handling challenges. Additionally, fresh
seafood can be expensive and challenging to source for the average consumer. In
fact, the National Restaurant Association found that nearly 60% of consumers
prefer eating seafood at restaurants over preparing it at home.
For restaurants, this represents both a challenge and an
opportunity: building trust through transparency and creative presentation is
key to reinforcing seafood’s appeal on the menu. Here are five ways restaurants
can elevate seafood offerings to align with consumers’ “better for you”
expectations and enhance their dining experience:
Five Ways Restaurants Can Elevate
Seafood on the Menu
1.
Prioritize
Authenticity and Transparency
Clear menu descriptions that include the origin and type of seafood, along with
sustainable sourcing certifications, can build trust. Offering in-depth
information on sustainable seafood options, like Alaskan wild-caught salmon or
New England cod, helps diners make informed choices. This transparency can
differentiate a restaurant and cultivate a loyal customer base willing to pay a
premium for quality and authenticity.
2.
Create Memorable
Seafood Pairings
Unique seafood pairings that enhance flavor while offering a balanced meal can
set a restaurant apart. Incorporating nutrient-dense vegetables, whole grains,
and light sauces highlights the “better for you” qualities of seafood. A
grilled halibut paired with quinoa and roasted asparagus, for instance, becomes
both a flavorful and nutrient-rich choice that aligns with the seafood halo.
3.
Offer Diverse
Cooking Techniques
Steaming, poaching, or baking seafood with herbs and spices can create a
healthy and enticing experience for customers who might shy away from fried
options. Educating diners on how specific cooking methods retain nutrients and
enhance flavor profiles can elevate their appreciation. Including a “chef’s
choice” preparation, where chefs create daily specials based on fresh catches,
also showcases culinary expertise and menu flexibility.
4.
Feature Seasonal and
Local Seafood
When possible, sourcing seasonal and regional seafood not only reduces costs
but adds a level of exclusivity. Highlighting a locally sourced seasonal fish
as a limited-time offering increases its perceived value and freshness,
encouraging customers to try new varieties. Seasonal sourcing also fosters
sustainability, appealing to eco-conscious consumers.
5.
Enhance the Visual
Appeal and Presentation
The way seafood is presented can impact diners’ perceptions of its quality.
Carefully plated seafood dishes with vibrant colors and garnishes heighten the
visual appeal and align with the “better for you” image. For example, a seafood
platter served on a bed of greens with a bright citrus garnish speaks to both
health and taste, drawing customers to select seafood over other proteins.
Building a Larger
Share of Stomach with Seafood
Navigating the Seafood Conundrum
Seafood’s status as a healthy, premium dining option brings
both expectations and challenges. The halo effect of being “better for you”
will remain intact only if restaurants adhere to authentic sourcing,
transparent labeling, and creative presentations. By addressing past missteps
and creating a transparent, elevated seafood dining experience, restaurants can
continue to build consumer trust and fulfill the “better for you” promise that
has long been associated with seafood.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
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