What Restaurants Need to Know What Restaurants Need to Know About Gluten Free Customers About Gluten Free Customers

Kim Koeller

Creator of Let’s Eat Out Series of

Award-Winning Books, eBooks & Applications

Copyright 2011 GlutenFree Passport® All Rights Reserved 2

Agenda

• Worldwide Market Drivers for Special Diets

• Celiac / Coeliac Prevalence in Western World

• Global Eating Out Trends

• Ingredient and Food Preparation Considerations

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Lack of Awareness

Lack of Awareness

• Increased Research• Expanded Testing• Healthcare Education

• Food Labeling• School Regulations• Healthier Alternatives• Restaurant Considerations• Special Diets Legislature

Business Business DriversDrivers

• Restaurant Offerings• Media Coverage• Market Opportunities• Increased Products• Social Responsibility• Increased Revenues

• Rising Prevalence• Enhanced Resources• Increased Expectations• Under-Served Segment• Quality of Life Impact

GovernmentGovernmentDriversDrivers

Consumer Consumer DriversDrivers

Health Health DriversDrivers

Worldwide Market Drivers for Special Diets

Exploding International Market Demand

Support of Special Diets

Globally

Source: Mintel 2006 and Packaged Facts 2006

Example of Demand: Double digit annual growth rate of

gluten & allergen-free food products globally

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Estimated Worldwide Individuals Managing Special Diets (In Millions)

1. Food Allergies 14 (1&2) 15 (3,4,5,6)

2. Food Intolerances 30 (7) 100 (8)

North America Asia/Europe

Total Potential 117 Million 196 Million

3. Celiac/Coeliac Disease 4 (9&10) 6 (11&12)

5. Autoimmune & Diabetes 47 (17) 45 (18)

4. Autism & Asthma 22 (13&14) 30 (15&16)

Growing Global Epidemic of Special Dietary Needs

1% of Global Population with Anaphylaxis (1,2,3,4,5,6)

15 – 25% with Intolerances in Europe, North America & Australia (7&8)

Allergy Prevalence

1% of Global Population with Celiac/Coeliac Disease (9,10,11,12)

1 in 133 of Celiacs in US (11)

Celiac Prevalence

Sources:1. The Food Allergy & Anaphylaxis Network 20072. Canadian Allergy, Asthma and Immunology Foundation 20063. The Anaphylaxis Campaign UK 20074. Food Allergy Italia 20055. Anaphylaxis Australia 20076. Allergy New Zealand 20077. The Food Allergy & Anaphylaxis Network 20068. Allergy Foundation UK 20079. National Institutes of Health 200710. University of Maryland; Archives of Internal Medicine 200311. Coeliac UK 200712. Coeliac Society of Australia 2007

Sources:13. Centers for Disease Control 200714. National Asthma Council 200615. Global Allergy & Asthma European Network (GALEN) 200616. Asthma Insight & Reality in Europe 200517. American Autoimmune Related Disease Association 200718. The Lancet 200419. Vegetarian Research Group 2007

Ever-Rising Global Population Managing Special

Diets = 300+ Million

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Celiac/Coeliac Prevalence in the Western World

USA1 in 133

Denmark1 in 130Canada

1 in 133

Brazil1 in 273

Sweden1 in 100

Ireland1 in 120

Finland1 in 60

Netherlands1 in 184

Germany1 in 500

Sources:1. Canadian Celiac Association 2007 2. University of Maryland Multi- Study 20033. School Nurse News 20034. Coeliac UK 20075. AOECS 20066. World Health Organization 20017. Swiss Medical Weekly 20028. Federacion de Asociaciones de Celiacos de Espana 2004

9. National Institutes of Health 2004

10. Coeliac Society of Australia 2006

Australia1 in 100

UK1 in 100

France1 in 300

• Most Misdiagnosed Disorder in Europe & US (11)

• Most Common Genetic Auto-Immune Condition

Algeria1 in 70

Spain1 in 200 Turkey

1 in 77

Israel1 in 157

Saudi Arabia

1 in 157Argentina1 in 167

India1 in 310

Iran1 in 104

Italy1 in 184

Switzerland1 in 132

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Positive Changing Landscape

Positive Changes for Gluten & Allergen-Free Quality of Life

• Gluten & Allergen-Free Menus

• Quality of Allergen-Free Products

• Culinary School Allergy Classes

• Allergen-Free Restaurant Initiatives

• Allergen-Free School Programs

• Allergy Friendly Restaurants

• New Eating & Travel Resources:

– Books & Pocket Guides

– Dining and Travel Clubs

– Allergen Free Chef Cards

• Increased Focus on Quality of Life

Impacts to Everyday Gluten & Allergen-Free Living

Source:(1) Understanding Gluten and Allergen-Free Experiences of Guests & Hospitality Worldwide Study - 2008 research with over 2500 consumer survey respondents from 35 countries sponsored by AllergyFree Passport® and GlutenFree Passport®

62% of Hospitality View Gluten and Allergen-Free Guests as Profitable Customers (1)

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7

Global Eating Out Trends of Special Diet Guests

Significant Opportunity for Guests &

Business

Guests Dining Out

Same/More Guests

Dining Out Less

Gluten & Allergen-Free Guests(N=2,536 )

• 52% of Hospitality Experiencing Rising Demand for Special Diets • Gluten & allergen-free guests indicate they eat out less due to:

• Lack of knowledgeable personnel• Safety of meals• Fear of gluten / allergic reaction

Dining Out Behaviors

Source:(1) Understanding Gluten and Allergen-Free Experiences of Guests & Hospitality Worldwide Study - 2008 research with over 2500 consumer survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®

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Impact of Guest Experiences & Reactions

Positive Experiences

Repeat Guests Due to Experiences

Source:(1) Understanding Gluten and Allergen-Free Experiences of Guests & Hospitality Worldwide Study - 2008 research with over 2500 consumer survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®

Negative Experiences

Over 70% of guests have had food reactions during the past year while eating out due to:

• Allergen included as ingredient or part of food preparation

• Lack of knowledgeable personnel

• Cross-contamination

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Collaborative Process between Guests & Restaurants

CommunicateNeeds

Understand GuestNeeds & DiscussMenu

OrderMeal

FacilitateUnderstand-ing of Order

EnsureOrderFulfillment

ReceiveOrder

DeliverMeal

ProvideFeedback

Follow-upAboutService

EducateSelf

AccessComfortLevel

IdentifyEatingOptions

ConductPre-Planning

GuestPerspective

EducateRestaurantProfessionals

Identify Ingredients & FoodPreparation to be Modifiedfor Special Diets

RestaurantPerspective

Planning Effort Interaction and Collaboration

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Grains, Flours & Ingredients Containing Gluten

Grains & Flours Containing Gluten include:

• Kamut, Spelt & Triticale – Wheat-Free NOT Gluten-Free

• Barley, Bulgur, Couscous, Durum & Einkorn

• Emmer, Farinba, Farro, Graham & Matzoh Meal

• Rye, Semolina, Wheat Germ & Wheat Starch

Ingredients Containing Gluten include:

• Malt, Malt Vinegar & Malt Syrup

• Soy Sauce, Packaged Bouillon & Artificial Mixes

• Breads, Pastas, Cereals, Cakes & Cookies

• Contaminated Oats and Oat Products

10

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Gluten-Free Foods & Grains

Naturally Gluten-Free Foods include:

• Red Meat, Turkey, Chicken, Fish & Shellfish

• Unprocessed Dairy Products

• Fruits & Vegetables

• Unprocessed Potatoes & Potato Products

Gluten-Free Grains & Flours include:

• Amaranth, Arrowroot, Beans, Black Gram & Buckwheat

• Chickpea, Corn, Garbanzo, Garfava, Lentil & Millet

• Nut Flours, Pea, Pinto, Potato, Quinoa & Rice

• Sorghum, Soy, Sweet Potato, Tapioca (Manioc) & Teff

11

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Ingredient & Food Preparation Considerations

Ensure No Gluten & Allergens in:• Sauces – as ingredient or thickener

• Flour Dusting – for texture

• Stocks and Broths – without packaged bouillon

• Marinades – as ingredient

• Garnishes & Side Dishes – as presentation

• Battering, Breads, Croutons, Pasta & Dumplings – as ingredients

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Source:(1) Understanding Gluten and Allergen-Free Experiences Worldwide Study - 2008 research with over 2,700 survey respondents from 35 countries sponsored by AllergyFree Passport ® and GlutenFree Passport®

Cross-Contamination Considerations

Removing an allergen from the plate does not correct the meal

A small amount of allergen is not acceptable

Fryer heat does not destroy allergens

Separate cooking utensils, surfaces,toasters & ovens are necessary

Boiled water used in food preparation can retain allergens

Hospitality Understanding of Cross-Contamination (1)

Hospitality & Food Service (N=176)

GO

AL

= 1

00

%

Necessary Areas for Improvement

6%

10%

16%

37%

64%

Agrees with Concern

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Serving Even More Gluten-Free Guests

Fine & Casual Dining Restaurants, Fast Food & Caterers

Cafeterias, Hospitals,

and Healthcare

Travel Providers &

Specialists (1)

Significant Gap Between

Consumers & Business

Key reflecting ‘very good’ or ‘good‘ understanding of diet:

(1) Reflects Airline Food Providers, Airports, Cruise Ships, Resorts, Spas & Travel Agents

Hospitality Industry’s Understanding of Special Diets

Gluten & Allergen-Free Guests (N=2,536 )

Hospitality & Food Service(N=176)

Over 70% of hospitality, food service and special diet guests identified expanded training for food service providers as the #1 priority for the next 1 – 2 years!

Source:(1) Understanding Gluten and Allergen-Free Experiences Worldwide Study - 2008 research with over 2,700 survey respondents from 35 countries sponsored by AllergyFree Passport ® and GlutenFree Passport®

Copyright 2011 GlutenFree Passport® All Rights Reserved

• Global health consulting firm delivering innovative solutions to gluten and allergen-free individuals & businesses since 2005

• Educating businesses and empowering consumers worldwide:

Authoritative speakers at hundreds of celiac, allergy & industry conferences

Internationally acclaimed experts recognized by 250-plus organizations & media outlets

Board Member of University of Chicago Celiac Disease Center

• Enriching Gluten & Allergen-Free Lifestyles

Thought leaders driving ground breaking market research

Authors of the 9 time award-winning book series

Developers of innovative iPhone / iPod touch / iPad apps

Creators of over 20 eBooks on Safe Eating and Travel

Driving Change Around the World

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