More than four in five adults expecting to up to date allergen information from operators: survey

Consumers are now demanding more in terms of allergen advice.

The demand for up to date allergen information is becoming more important for consumers, with more than four in five (83%) persons expecting to have details from hospitality operators made available online, according to Zonal and CGA’s GO Technology survey.

Talking to 5,000 UK adults, the research also noted that consumers also want to access the facts when they are in-venue, with 75% expecting to see allergen information on materials, such as menu symbols and signifiers, acting as “quick and simple” points to highlight relevant information.

Almost three quarters (73%) of those surveyed also expect staff to be able to give verbal information about allergens at point of order, with 44% seeing it as the responsibility of managers or supervisors to know this information and come to a table to take orders, if required.

The survey also noted that those who show interest in advance and seek allergen information are significantly higher among young adults. Three quarters (75%) of those aged 18 to 34 say they look for it now—compared to just over half (56%) of those aged 55 and over. Women and Londoners were also more likely to seek out allergen and nutritional information.

For Zonal, operators are challenged to ensure accurate allergen information is made available “at every customer touch point – whether a customer is searching for a venue on their mobile or walking in off the street.”

“The GO Technology report tells us how important it is for operators to invest in integrated technology. Recipe, menu and purchasing systems simply must be aligned in order to deliver the level of accurate and detailed information that today’s consumers both need and expect,” director of online commerce Helen McMillan said.

Karl Chessell, Business Unit Director, Retail and Food, CGA said: “Food safety is a top concern for all businesses in the out-of-home food and drink sector, and the need for vigilance on allergens has never been greater. But as this GO Technology research shows, it’s not just legal requirements that should be motivating operators to be concerned about this issue.

“Consumers want genuine engagement and comprehensive, accurate information about allergens—and they expect to be able to access it easily. From websites to menus to staff, brands need to be able talk confidently about allergens and inspire confidence among their guests. If they can do so, there is an excellent opportunity to secure the respect and loyalty of the growing number of people with dietary requirements and establish a competitive advantage,” Karl Chessell, Business Unit Director, Retail and Food, CGA added.