In today’s fast-paced world, where dining out is a staple of modern life, ensuring the safety and well-being of all customers is crucial for any restaurant’s success.
For the more than three million Canadians living with food allergies, dining out can be a daunting experience, fraught with risk and uncertainty. Yet, the reality is that food allergy management is not just a health issue — it’s good business. Restaurants that prioritize allergy awareness are poised to capture an untapped market and foster customer loyalty.
Food Allergy Canada, which just released a new report this week, has long been at the forefront of advocating for better allergy management in the foodservice industry. Their work is not only helping to improve the dining experiences of millions of Canadians but also providing vital resources to restaurants looking to expand their market. The numbers speak for themselves: Canadian households affected by food allergies spend an estimated $6.5 billion annually on dining out. This presents a huge opportunity for restaurants that can cater to this underserved segment.
Research shows that 80% of food allergic consumers say that a restaurant’s allergen management policies influence their dining decisions. Importantly, the impact goes beyond just the food allergic population. Nearly half (44%) of non-food allergic consumers also consider allergy accommodations when choosing where to dine with others, showing that the demand for allergen-friendly environments extends far beyond the immediate needs of allergic individuals.
What’s more, food allergic customers are less price-sensitive compared to their non-allergic counterparts. Only 39% of food allergic consumers prioritize price when dining out, compared to 66% of non-allergic diners. This means that restaurants offering a safe dining experience for food allergic patrons can charge a premium without alienating this customer base.
Safety, transparency and reliability are what matter most to this group, and these attributes are precisely what foster deep loyalty. A staggering 86% of food allergic consumers say their loyalty is directly influenced by how well a restaurant accommodates their needs.
Perhaps the most compelling finding is the financial impact restaurants can experience by adopting more rigorous allergy management practices. Food allergic individuals often feel their choices are limited, with 37% reporting that they have few safe dining options. However, these consumers dine out or order in just as frequently as their non-allergic counterparts, and their preferences can often influence the entire group’s decision.
Therefore, by offering a safe dining experience, restaurants can attract not just food allergic customers, but their entire social circles. This can lead to a significant boost in revenue — restaurants that make concerted efforts to accommodate food allergies can tap into an underserved and highly loyal market, potentially increasing their business by 10-15% simply by becoming a trusted destination for these consumers.
Moreover, the risks associated with poor allergen management are real and significant. Studies found that 52% of food allergic consumers have experienced a severe allergic reaction while dining out or ordering food. Even more concerning is that 78% of these incidents occurred despite the restaurant being informed of the customer’s food allergies. These numbers underscore the urgent need for restaurants to take allergy management seriously and develop robust protocols to prevent cross-contamination and ensure safe meal preparation.
By implementing allergy-friendly practices, restaurants can significantly reduce the risk of allergic reactions, build trust, and attract a highly loyal customer base. Food Allergy Canada offers free resources to help foodservice operators, including training videos, posters, and checklists. These tools provide a clear path forward for any restaurant looking to embrace food allergen management as part of its business strategy.
Ultimately, food allergy management isn’t just about avoiding liability — it’s about creating a dining environment where everyone feels safe and welcome. The business case is clear: Restaurants that invest in allergy-friendly practices will not only save lives but also boost their bottom line by attracting and retaining loyal customers. In a competitive market, being allergy-aware is more than just the right thing to do — it’s a recipe for success.
— Dr. Sylvain Charlebois is the Director of the Agri-Food Analytics Lab at Dalhousie University and co-host of The Food Professor Podcast.