1-in-3 Allergen Customers Put at Risk
The hospitality industry has a growing responsibility to ensure the safety and satisfaction of diners with food allergies and intolerances. However, alarming new research from KAM Insight and Polaris Elements reveals significant gaps in the way venues handle allergen management. The findings highlight a pressing need for improved transparency, staff training, and the use of technology to enhance customer trust and safety.
A Disconnect Between Expectations and Delivery
The research uncovers that 1-in-3 customers with allergies or intolerances have been served incorrect information or food containing allergens. This failure to meet customer needs has far-reaching consequences, with over 50% of those affected unwilling to return to the venue.
Consumers with dietary restrictions are proactive about safety, with 60% researching allergen details before visiting a venue, primarily via the venue’s website. However, only 31% of operators provide detailed allergen information online, creating a critical mismatch. Alarmingly, 40% of potential diners avoid venues altogether if information isn’t accessible online, signifying a lost opportunity for operators to capture this audience.
Jo Lynch, Account Director at KAM, explains: “There is a clear disconnect here between what access customers want to allergen information and what operators are currently delivering. This has the potential to significantly impact venue choice for those with allergies or intolerances.”
The Importance of Transparency
Allergen transparency isn’t just about meeting consumer expectations—it’s about creating safer dining environments. With 77% of individuals with allergies trying a new venue in the last three months, the potential for expanding customer bases is evident. Yet, half prefer sticking to familiar venues to avoid the stress of raising allergen concerns, with 1-in-5 feeling awkward about asking staff for details.
The top preferred methods for accessing allergen information include:
- Allergen-specific menus (57%)
- Verbal communication with staff (40%)
- Ingredient lists (35%)
Sarah Pickering, Marketing Manager at Polaris Elements, emphasises: “Automating allergen updates can reduce errors and give staff more time to focus on providing great service. This approach helps ensure information is consistent and reliable, keeping customers safe and giving them confidence in your venue.”
Staff Training and the Role of Technology
While 93% of operators provide formal allergen training, nearly 1-in-3 customers still report being given incorrect information. The research reveals a heavy reliance on manual processes, with 71% of operators updating menus manually—a method prone to errors and inefficiencies.
Advanced menu management software can centralise allergen data, ensuring real-time updates and accurate communication across menus, websites, and training materials. This is a vital step towards minimising human error and safeguarding customers.
The Stakes for Hospitality Operators
The stakes are high, not just for customer safety but for the reputation and financial health of hospitality businesses. The UK’s Food Standards Agency reports 2.4 million people (6% of the population) have clinically confirmed food allergies, with many more affected by intolerances. Every day, 43% of operators are asked for allergen information, underscoring the need for comprehensive systems and staff preparedness.
Lynch concludes: “Operators must ensure that managing, maintaining, and communicating changes to menus or ingredients is seamless. The danger is very real—not just to your customers’ health but to the health of your business.”
What Can be Done
To stay ahead of the challenges and opportunities around allergen safety, venues must take proactive steps to safeguard their customers and their reputation. Here's what you can do:
- Access the full KAM white paper: Managing Food Allergens and Intolerances in Hospitality.
- Catch up on Serve Legal’s November 2024 Allergen Safety Webinar for the latest insights and best practice advice (video and written formats available).
- Explore Allergywise Audits: A programme from Anaphylaxis UK, delivered by Serve Legal, designed to ensure your business is adhering to safe allergen practices.
