The dining experience is central to member satisfaction at nearly every private club, from formal gatherings in the dining room to light refreshments at the poolside bar. As such, the safety and satisfaction of members and their guests should always be the top priority for clubs’ kitchen staff. Though it’s difficult for even the most diligent managers to keep up with the changing food and beverage scene, clubs can risk the health and happiness of their members if they miss out on major dietary trends and regulations.
Under the new ruling, food and drink manufacturers will no longer be able to label a product “gluten-free” unless it contains less than .002 percent gluten. Although that number may seem small, trace amounts of gluten can have serious consequences for people with a condition known as celiac disease, including more than 3 million Americans today. The autoimmune digestive condition, which can only be treated by following a completely gluten-free diet, causes damage to the small intestine, and puts sufferers at risk for a number of related health concerns.
Increasing awareness about the possible risks of gluten has had an enormous impact on the lifestyles of many Americans. Research by the NPD Group has found that up to 30 percent of Americans now follow a gluten-free diet, avoiding wheat, rye and barley entirely. With the prevalence of celiac disease on the rise, and the growing medical understanding of gluten sensitivity, that number is sure to increase in the years to come.
As more and more Americans begin to avoid gluten, or simply consider cutting down, food and beverage providers would be wise to react accordingly. One market researcher, Packaged Facts, estimates that the $4.2 billion industry of gluten-free products will grow to $6.6 billion by 2017. How can your club respond strategically to this considerable trend and the new FDA ruling? A number of small considerations could help you protect your members’ well-being, foster club loyalty and increase revenue.
The first step is to ensure that your club is complying with the FDA’s new gluten-free standards. Kitchen managers should check with their suppliers and vendors to be certain that the “gluten-free” grains or foods they provide meet the requirements of the new ruling. A careful audit of current menu ingredients is also critical. Some ingredients that contain gluten, such as malt or malt vinegar, may be less obvious, and certain dishes may be falsely considered “gluten-free” as a result.
Clubs may also benefit from including a marker on their menus for gluten-free items. Such labels or icons not only guide concerned diners to safe menu choices, but they show that the club is committed to the wellbeing and lifestyles of their members. According to Technomic, a research and consulting firm, 40 percent of today’s customers are “extremely concerned” about the safety of their food. Even if club members do not follow a gluten-free diet themselves, many will still value the club’s attention to the safety and comfort of their meals.
Lastly, clubs should review their dining menus to make sure that they are supplying gluten-free options that are as exciting, varied and healthy as other options on the menu. Simply because foods or beverages are gluten-free does not mean they contain fewer calories, more nutrients or any other health benefits beyond excluding gluten-containing ingredients. By maintaining high standards of taste and nutrition in gluten-free meals, clubs can encourage members who follow a gluten-free diet to eat more meals at the club, thus increasing club loyalty as well as earnings.
Curtis Rogers is NCA’s assistant manager of marketing communications.