Consumer Demand for Food Transparency Putting Pressure on Hospitality Operators, Says Lolly CEO
More than half of consumers want greater transparency around ingredients and sourcing, according to new YouGov research
Hospitality businesses are facing growing pressure to provide customers with clearer information about ingredients, sourcing and sustainability, according to Peter Moore, CEO of hospitality technology provider Lolly.
His comments follow new YouGov research which found that 44% of British consumers actively avoid products because of concerns about ingredients, while 56% want greater transparency around ingredient sourcing and clearer labelling of potentially harmful ingredients.
The findings suggest that customer expectations are evolving beyond convenience and price, with consumers increasingly wanting greater visibility into what they are eating and where it comes from.
Peter Moore, CEO of Lolly, said: "For years, hospitality has focused on making service faster and more convenient. Customers wanted shorter queues, easier ordering and frictionless payments, and the industry responded accordingly.
"Today we're seeing a new shift taking place. Consumers increasingly want information alongside convenience. They want to understand ingredients, allergens, sourcing and sustainability, and they expect that information to be available instantly."
The trend is particularly pronounced among younger consumers. Separate research shows that Generation Z is becoming increasingly focused on ingredient transparency, food sourcing and sustainability, with many willing to pay more for brands they trust.
However, Moore believes delivering transparency remains a significant operational challenge for hospitality operators.
"Menus change regularly. Ingredient lists evolve. Supply chains are complex. Allergen information must remain accurate and sustainability claims need to be backed by evidence.
"Historically, much of this information has been difficult to surface at the point of purchase, but digital technology is changing that."
According to Lolly, digital menus, mobile ordering platforms, self-service kiosks and integrated point-of-sale systems are increasingly allowing operators to provide ingredient information, allergen guidance, nutritional data and sustainability insights within the complete ordering journey.
The company argues that greater transparency can improve customer confidence. Moore added: "The future of hospitality won't be defined solely by how quickly customers can order. It will also be shaped by how confidently they can make informed decisions once they do, building trust and long-term loyalty."
Lolly has already seen the impact technology can have on consumer decision-making. Through a partnership between University College London and sustainability platform Reewild, carbon scoring was integrated into the ordering journey, resulting in a 28.2% increase in the selection of lower-carbon meal options.
Please visit the website for more: www.itslolly.com