The New Rules of “Healthy” in Foodservice: Real, Craveable and Customizable
July 2025

Forget rules and restrictive diets. Today’s diners are hungry for real ingredients, transparency and flexibility. This means rethinking what “better for you” really means on the menu. Being aware of these three shifts will help operators deliver the kind of health-minded options people are looking for now.
Cravings Beat Health on Menus
Healthy dishes need to be satisfying and not feel like a sacrifice. Even self-described health nuts are driven by cravings when they order away from home. The numbers back it up: according to a Technomic survey, 35% of all away-from-home consumers said “cravings” top their decision-making. Among health-conscious consumers, cravings still lead at 30%, and just 10% of all consumers said “need it healthy” is their top priority when ordering away from home. The takeaway for operators? Offer health-forward dishes that also hit the craving button. Think bold flavors, comforting formats or indulgent textures. Swapping proteins in an indulgent dish, such as beef or pork for turkey, is a small change that shifts its health appeal. Try Turkey Bolognese or this Hot Honey Meatball Wrap with turkey meatballs.
Real, Not Restrictive
Consumers are moving away from rigid “healthy” labels like “low-calorie” and “fat-free” in favor of clean, real ingredients. Clean label, all-natural and minimally processed ingredients are now top consumer drivers. Meanwhile, “ultra-processed” has become a red flag. To adapt to this shift, operators should lean into recognizable ingredients and straightforward preparation.
Descriptions Over Buzzwords
Here’s the catch: most consumers don’t fully trust health claims in foodservice, especially vague ones. In fact, 75% of consumers don’t trust or only somewhat trust health labels at restaurants. Top offenders include terms like “all-natural,” additive-free labels and emotional wellness claims. The silver lining is that 49% are more likely to visit a restaurant that’s transparent about ingredients. Plus, consumers will pay more for items if they feel craveable, functional or premium. Building trust and signaling authenticity to diners is as easy as highlighting ingredients or preparation methods, especially if any items are made in-house. Menu descriptions should include details like “fresh” and “locally sourced”––but only if they’re true. This Kimchi Turkey Burger is a great example of combining ingredients with a health halo, like lean, white turkey, and indulgent-yet-fresh items like house-made sweet chili mayo.
Flexibility Is a Must
Customization is now table stakes. Whether it’s building a bowl or choosing portion sizes, consumers want to have control over the healthiness of their meal. Include protein-packed turkey as an option for dishes and make smaller portions available. Offer menu items like this Turkey Quinoa Breakfast Bowl to meet consumers’ desire for customization first thing in the morning.
Today’s health-minded consumers aren’t interested in rules. They want food that tastes great, feels good and aligns with their personal definition of health. Operators who focus on craveability, real ingredients and customization stand to win over the health-conscious diner––without sacrificing flavor or appeal. How will you appeal to these diners? Tell us on our Facebook or LinkedIn pages.
Sources:
January 2025 Consumer Survey & Ignite Menu Q4 – 2024 – Technomic
Health Perception vs. Reality – 2025 – Technomic