Catering to Corporations

And taste is a big part of the reason that institutional food service providers have relied for so long and so heavily on sauces, deep frying and added fat -- people like it. That has been a mandate for cafeteria operators, said Joe Pawlak, senior principal with the restaurant and food service consulting firm Technomic in Chicago, because employers want to encourage the use of company dining rooms so workers will take shorter breaks and be more productive.

"To do that, [food service operators] have to provide good-tasting food, and sometimes good-tasting food doesn't always mean it's healthy," he said. "They have to be more skilled, and they are becoming more skilled, at menu development."

Aramark did market research to understand types of diners and what they eat. It came up with six dining profiles and conducts surveys at each cafeteria to tailor its menu mix.

"We have to match the needs of very different populations -- from investment banking to credit card processing plants," said marketing director Malone. When a client has a large proportion of healthy eaters, Aramark might offer more menu choices such as broiled salmon and steamed broccoli, while at workplaces where the diners are less diet-conscious, pot roast and pizza are on the menu more often.

Sodhexo reduced the number of menu choices available at each location from 8,000 to 1,300, most of which are new creations. Some of the discarded recipes "were old and out of fashion," Hill said -- like the macaroni salad.

Yet food service providers know they must offer more choices because the healthful options must exist alongside the favorites that many customers still want, such as french fries and cheeseburgers. That has made business more complex.

"You run out of space, and it gets more expensive because you're offering so may different choices," said Deanne Brandstetter, director of nutrition for Compass USA. Brandstetter said about half of its menu choices are considered healthful options, such as broiled fish instead of fried, compared with about 20 percent three years ago.

In some cases, Brandstetter said, the extra cost of these expanded menus are being shouldered by Compass, but some employers have agreed to pay more to get more healthful food for workers. In other cases, she said, prices are going up.

The big three in the business all say the change is worth it because sales of the new menu items have been so strong.

"It's enlightened self-interest," Malone said. "This is a big business opportunity for us."