Big Food’s biggest trend is crusading against Big Food.
Small restaurant groups, as well as multinational chains, are changing the way they present themselves to appeal to people’s distrust in the established food system.
Salad chain Sweetgreen’s campaign to fix what it calls the “broken” food system asks people to join its “movement.” Panera challenged other chains to make kids’ meals without artificial ingredients before it had done so itself. And the industry’s giants have changed how they talk about themselves. McDonald’s unveiled a food “philosophy,” Wendy’s says it’s part of the “farm-to-fork, fast-food trend,” and Taco Bell refers to “the farms that make our food.”
Skeptics say even well-intentioned marketing seeks to sway customers, and it’s a disingenuous way to help people rationalize foods that may still be unhealthy.
Associated Press