The Alaska Seafood Marketing Institute Offers Compelling Data on Consumer Preferences in a New Research Summary Brochure

Seattle, Washington, April 3, 2006 – In their continuing effort to partner with foodservice operators and provide them with the tools necessary to respond to the changing needs and desires of their patrons, the Alaska Seafood Marketing Institute (ASMI) offers up the latest research in consumer trends data.  In the spirit of this partnership, ASMI retained the services of The Hale Group, a strategic management consulting firm dedicated to serving the food system.   The Hale Group recently conducted a research study investigating Quick Serve Restaurants (QSR) and Casual chain restaurant customers’ attitudes, behaviors and preferences relative to Alaska Seafood versus other sources and brands.

The net outcome of the research study among chain restaurant customers not only confirms that they want more seafood on the menu; it also reveals that they show a strong preference for wild seafood. The research paints a picture of incredible opportunity for foodservice operators as summarized in the following three key findings:

•     Consumers want wide variety in their seafood options;

•     77% of consumers said they prefer seafood caught in the wild; and

•     77% of consumers said the presence of the Alaska Seafood logo increases the likelihood of ordering that a dish.

With Americans spending over $50 billion on seafood – 64% of that at the foodservice level – ASMI has always recognized the importance of supporting operators and chefs. To this end, ASMI joined with one of the industry’s leading research firms to find out what consumers really think about Alaska Seafood.   ASMI then distilled The Hale Group research into a succinct, attractive research summary brochure that highlights what consumers would like to see more of on today’s QSR and Casual chain restaurant menus. 

The Alaska Seafood Marketing Institute is the State of Alaska’s official seafood marketing arm.  It is a public agency of the State of Alaska, funded by the Alaska seafood industry and federal grants.  ASMI promotes Alaska Seafood throughout the U.S. and in 16 other countries.  ASMI also provides education and training to the seafood industry in food safety and quality assurance practices.  Please go to www.alaskaseafood.org for more information.

For copies of this Research Summary Brochure, please contact 800-806-2497

Click here for a downloadable PDF version of the Research Summary Brochure
or
Click here to order a copy of this Research Summary Brochure (part #130-015)