Boosting Customer Loyalty With Gluten-Free Options
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Boosting Customer Loyalty with Gluten‐free Options
GREAT:
Gluten‐free Resource Education Awareness Training
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Presented by: Nancy Baker Director of Education,
National Foundation for Celiac Awareness
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Founded in 2003.
Mission: Drive diagnosis
through awareness.
GREAT is an
awareness campaign
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Founded in 2007
Incorporated into NFCA in
2008.
A standardized supported
curriculum.
What is GREAT?
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No Promises ………… But what we know …….
• Compounding customers
• Market permanency
• Added value
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American spending on gluten‐free products…
• 2002: Increase of 34% over previous years
• 2004: $459 million
• 2005: $660+ million
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GLUTEN‐FREE Annual Growth Rate
25% over next (few) years!!!!! *
*Packaged Facts Report
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The Gluten‐free Market Projection
By 2010….$1.7 BILLION
*Packaged Facts Report
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Gluten‐free Market
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Why this increase in gluten‐free?
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Gluten‐free is NOT A TREND
100,000 people are causing a market change, WHAT
WILL 3 MILLION DEMAND?
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.
Gluten‐free is
NOT A TREND!
It is a permanent
solution to a national health concern.
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Gluten‐free Misconception #1
Misconception:It won’t taste good.
ANSWER: If you are a good
chef with good materials and
good training. IT WILL
TASTE
GOOD!
Not a Menu Compromise but
Added Value
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Gluten‐free Misconception #2
Misconception:It is too difficult
ANSWER:
If you can follow a
recipe, shop, and prevent
salmonella – you can operate
a kitchen that offers gluten‐
free options.
GREAT Kitchens is
affordable, effective, and an
entry into this sustainable
market.
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Strategy
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Implementation
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Buy a good product, adopt a good process, and you will get repeat
customers.
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So how can I leverage my commitment?
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CENTRAL CONCEPTGluten is
toxic to someone
with celiac disease.
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Remember: A B C
Awareness: identifying the problemBring in the supplies:finding a solution
Cross contamination cautionavoiding pitfalls
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ABC
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Awareness
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Gluten‐free GrainsAlmond Meal Amaranth Arrowroot Bean Flours
Buckwheat Coconut Flour Corn Starch/Meal/Flour
Roasted Kasha
Potato Starch Quinoa Brown/White Rice Flour
Garbanzo /Gram Flour
Sorghum Flour Tapioca Starch/Flour
Teff Guar Gum
Xanthan
Gum Soy Nut Flours Sweet Rice Flour
NOTE: MSG -
monosodium glutamate is gluten-free
• .
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Toxic Grains
.
Barley Bulgur Couscous Durum
Einkorn Emmer Farina Farro
Graham Rye Kamut Spelt
Triticale Semolina Wheat Germ Wheat Starch
NOTE: Malt is derived from barley and therefore unsafe.
Boxed cereal manufacturers rely heavily on malt.
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Bring in the Supplies
Read ALL Labels and read
ABOUT ingredients.
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Hidden Gluten
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Shopping– Specialty ingredients are more expensive (5x higher)
– Think creatively and away from habit
– Find HIGH QUALITY and local suppliers
– Enlist the help of your supplier…….
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Sample Italian Restaurant Menu Part 1 Supplies
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Cross‐Contamination Caution
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The Risks
You will lose customer confidence.
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Sample Italian Restaurant Menu Part 2 Hidden Gluten and Cross Contamination?
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Gluten‐Free No FEAR
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GREAT will help control your gluten‐free variables.
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Some important statistics are as easy to remember as 1,2,3.
• ONE: No less than 1/133 Americans have Celiac Disease.
• TWO: Over 2
Million Americans (2.96 million) have Celiac Disease.
• THREE: Only 3% of those with the disease know it.
THE ONLY KNOW TREATMENT FOR CELIAC DISEASE IS A GLUTEN‐FREE DIET
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THE ONLY KNOW TREATMENT FOR
CELIAC DISEASE IS A GLUTEN‐FREE DIET
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What is the industry’s weak point?
Coordination, leadership, and cooperation by
national distributors to drive down cost and help with selection.
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GREAT strengthens the weak point for restaurants:
Implementation and Employee Training
IF THE SERVER IS NOT TRAINED AND COMMITTED, THEN THERE IS A GOOD
CHANCE THE MEAL WILL NOT BE GLUTEN‐FREE.
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Gluten‐free education at its BEST.
• DON’T guess. Get the exact
formula for success.• $150/kitchen with a sliding
scale for chains. • Cooperation with national
organization.• Regional and professional
assistance.• TOP NOTCH QUALITY
Program approved for
continuing education by the
American Dietetic
Association and the
American Culinary
Federation.
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What is unique about GREAT?
INSIDER’S VIEWCreated by a multidisciplinary team
Recognized by the American Dietetic Association and American Culinary Federation
System of support from trained, professionalsOnline, easy access
Coordination with national organizationHelp with your greatest variable: EMPLOYEE TRAINING
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D is for Diagnosis. The treatment cannot be worse than the illness.
We need people diagnosed.
We need GOOD options for those people.
YOU can be part of the solution.
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Contact:
Nancy Baker
NFCA West Coast OfficeMention this webinar
to get a verified
course for $100 per kitchen.