Dan Henroid knows that his competition is fierce. Just steps away from his University of California San Francisco Medical Center campus are dozens of eateries that the hospital’s staff and visitors could patronize.
In order to stay on-trend and maintain their customer base, UCSF introduced plant-forward menu concepts, reducing animal proteins and increasing plant proteins. Being a savvy marketer, Dan, UCSF’s director of nutrition and food services, focused on taste, eye appeal, and creative naming for their new dishes, eschewing terms like vegan or vegetarian that can turn some diners off.
Customers loved it and sales soared. Dan is thrilled with the response from diners but he is also happy with how the menu contributes to the hospital’s wellness and climate change goals. Plant-based proteins require less water and land to produce, and they have a significantly lower carbon footprint.
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