Customers Want Natural – What You Can Do About It

Benefits of Using Natural Ingredients in Your Restaurant

You have probably heard by now that customers prefer natural ingredients. In fact, over 1 in 3 consumers order pizza from their preferred restaurant because they use fresh, natural ingredients and 47% of consumers would prefer if restaurants offered more options using them.1 But did you know that most customers are also willing to will pay more for natural ingredients? A recent study on food consumption and ingredient preferences found that over 60% of consumers would be willing to pay a premium for food products that are natural and preservative free.2

Even if you are unsure of the benefits of using natural ingredients, it is important to recognize that consumers are more aware of what is going into their food, and they are making purchases based on that knowledge. Foods with processed ingredients such as aspartame, calcium bromate, high fructose corn syrup, maltodextrin, or sucralose may turn off customers or turn them away completely.

For example, recent concerns over the safety of titanium dioxide have led to multiple lawsuits in the US and the use of it in food items being banned in the European Union (EU). Titanium dioxide is a common chemical ingredient found in sunscreen and many cosmetics as well as popular candies, cookies, and even some cheeses, such as fresh mozzarella that is often used for whitening. However, a recent study found that most patrons would choose a different item or even a different restaurant if they knew the cheese used had whitening additives.3

So what can you do to about natural ingredients? Let your patrons know all the ways in which you focus on natural on your menu, your website, your social platforms, and in your restaurant.
Here are a few ideas:

  • Highlight natural ingredients you use, including Grande cheeses. Did you know Grande cheese is made from all natural ingredients and completely free of fillers, preservatives, and additives like titanium dioxide
  • Focus on fresh, such as locally sourced ingredients or fresh mozzarella, such as Grande Fior·di·Latte and Grande Avorio®
  • Promote minimally processed recipes and handmade preparations, such as these delicious recipes using Grande Cheese.
  • Remind patrons of your commitment to quality with marketing resources from Grande

As you work to deliver a dining experience that keeps your customers craving more, using high quality, natural ingredients can be a true differentiator. Consumers are seeking higher quality options than in the past and you already have an advantage as an independent operator – 81% of consumers seek out independents for the highest quality pizza.4 Let us help you deliver on this expectation!


1Technomic Consumer Trends Report, April 2022
2L.E.K Consumer Health Claims 3.0 Report, 2020
3Concept study by Product Evaluations, 2022
4Mintel Pizza Restaurant Report, September 2020

Date: October 3, 2022
Category: Culinary Trends