Menulog’s Health Push: For Customers Not Marketing, Says Marketing Boss

Menulog’s Health Push: For Customers Not Marketing, Says Marketing Boss
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Takeaway service Menulog is trying to push into the healthy food market with a new initiative that shows customers which option in the array of pizzas, curries and kebabs is the healthiest.

Speaking to B&T about the initiative, called Healthy+, Menulog’s head of marketing, Julia Snabl, said the health tick wasn’t meant to try and increase sales as such, it was all about providing a service to customers.

“It’s just about making our customers happy,” she said. While excited by the prospect of healthier options, Snabl admits the company won’t be able to check every order. The order may have the healthy ingredients, but it remains up to the restaurateur to make sure it’s sticking to them.

To add some credibility to the initiative, Menulog nabbed high-profile nutritionist Joanna McMillan to okay the dishes.

While not allowing external clients to advertise on the site itself, Snabl said the brand is doing its own marketing push to show customers the new option, which will include EDMs (email direct marketing) and social media posts.

Despite a large trend moving towards healthy foods, Snabl said the takeaway service hadn’t seen a slump in sales. In fact, she said it’s growing every year.

When asked whether the service would be bringing in any more restaurants that would typically be seen as healthier than, say, Thai and Indian takeaway, Snabl said she was surprised when they investigated a lot of the 5000 restaurants involved had relatively healthy options.

“We sign up restaurants every day, but I don’t think we’ll focus on healthier, because you can find healthy meals in every menu pretty much,” she said.

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