Formative Evaluation of a Nutritional Marketing Project in City-Center Restaurants

Abstract

Eating habits are influenced by both individual and collective factors. From this perspective, a community health project designed to provide and promote low-fat foods in restaurants, was elaborated with the collaboration of seven downtown Montreal restaurants. This article reviews two major questions pertaining to the feasibility of this nutritional marketing project. The first question focuses on restaurateurs' acceptance of this type of initiative, and the second, on consumers' receptiveness. The formative evaluation shows that restaurateurs are willing to collaborate in the implementation of this type of project, but not in training sessions for waiters. On the other hand, 18% of the market currently favors low-fat menu choices and the project did not significantly contribute to an increase in market demand The evaluation also points to a number of ways in which the project should be changed if it is expanded