A phenomenological investigation into the concept of healthy dining among independent full-service restaurant operators

The overweight and obesity issue continues to be an increasing problem facing America in the 21th century. The sudden increases in the number of Americans who are obese and overweight have led to a reproachful questioning of the food industry's role. One of the lifestyle factors that have been implicated in contributing to poor eating habits is the increased prevalence of eating away from home (French, Harnack & Jeffrey, 2000).; The National Restaurant Association promotes personal responsibility (of the consumer) for the obesity issue since the restaurant industry feels they offer menu options to fit the needs of a diverse population. Where can independent full-service restaurant operators go for guidance if their customers want the option of eating healthier? Can consumers make sound food decisions when eating out without the appropriate nutritional information?; This study was a phenomenological investigation into the concept of Healthy Dining among independent full-service restaurant operators. Among those operators who perceived they were offering a healthy dining concept, a number of motivating factors were identified that may have had some impact on these operators to offer such a program. The investigator also introduced and analyzed feedback on a new healthy dining program developed by a national food distributor.; Nineteen food service operators were visited. Although eight operators perceived they were offering some type of healthy dining concept, only four were. Healthy dining needs to be defined and/or parameters need to be set before the promotion of any healthy dining initiative. Most of the operators needed to have a better understanding of food and its nutritional implications. By employing the Health Belief Model, a number of constructs were substantiated. A positive attitude concerning nutrition, healthy eating and profitability were all cues to action. Healthy food preparation and nutrition knowledge appeared to be barriers to offering a healthy dining concept. The Social Marketing Theory was also utilized to ascertain the effectiveness of the healthy dining program. It was found that chefs would be the initial target market of a healthy dining program. Professional assistance is also needed for a healthy dining program to be effective.