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Boosting Customer Loyalty with 
     Gluten‐free Options


                GREAT:
    Gluten‐free Resource Education 
          Awareness Training
Presented by: Nancy Baker
        Director of Education, 
National Foundation for Celiac Awareness
Founded in 2003.
Mission:  Drive diagnosis 
  through awareness.




GREAT is 
an 
awareness 
campaign 
Founded in 2007
Incorporated into NFCA in 
2008.
A standardized supported 
curriculum.




What is 
GREAT?
No Promises …………
 But what we know …….


• Compounding customers
• Market permanency
• Added value
American spending on 
  gluten‐free products…
• 2002: Increase of 34% over    
       previous years  

• 2004: $459 million 

• 2005: $660+ million
GLUTEN‐FREE
   Annual Growth Rate




25% over next 
(few) years!!!!!                           *



                        *Packaged Facts Report
The Gluten‐free Market Projection




   By 2010….
  $1.7 BILLION              *Packaged Facts Report
Gluten‐free Market
Why this increase in gluten‐free?
Gluten‐free is NOT  A TREND


100,000 people are 
  causing a market 
   change, WHAT 
   WILL 3 MILLION 
     DEMAND?  
.
          Gluten‐free is 
         NOT A TREND!
It is a permanent solution to a 
     national health concern.  
Gluten‐free Misconception #1

         Misconception:
      It won’t taste good.

ANSWER:  If you are a good 
chef with good materials and 
good training.  IT WILL TASTE 
GOOD!

Not a Menu Compromise but 
       Added Value
Gluten‐free Misconception #2
       Misconception:
       It is too difficult

ANSWER: If you can follow a 
recipe, shop, and prevent 
salmonella – you can operate 
a kitchen that offers gluten‐
free options. 

     GREAT Kitchens is 
affordable, effective, and an 
 entry into this sustainable 
          market. 
Strategy
Implementation
Buy a good product, adopt a good 
 process, and you will get repeat 
           customers.
So how can I 
 leverage my 
commitment?
CENTRAL CONCEPT
Gluten is 
toxic to 
someone 
with 
celiac 
disease.
Remember:   A   B   C
         Awareness:  
   identifying the problem
    Bring in the supplies:
      finding a solution 
Cross contamination caution
       avoiding pitfalls 
ABC
Awareness
Gluten‐free Grains
• .   Almond Meal          Amaranth             Arrowroot           Bean Flours


       Buckwheat         Coconut Flour             Corn            Roasted Kasha
                                            Starch/Meal/Flour




      Potato Starch         Quinoa          Brown/White Rice      Garbanzo /Gram
                                                 Flour                 Flour




      Sorghum Flour         Tapioca                Teff                 Guar Gum
                          Starch/Flour

      Xanthan Gum             Soy               Nut Flours        Sweet Rice Flour




                      NOTE: MSG - monosodium glutamate is gluten-free
Toxic Grains
    Barley             Bulgur            Couscous             Durum

.   Einkorn           Emmer                Farina              Farro

    Graham               Rye               Kamut                Spelt

    Triticale        Semolina          Wheat Germ Wheat Starch


        NOTE:  Malt is derived from barley and therefore unsafe.  
          Boxed cereal manufacturers rely heavily on malt.  
Bring in the Supplies




Read ALL Labels and read 
  ABOUT ingredients.  
Hidden Gluten
Shopping
– Specialty ingredients are more expensive (5x higher) 

– Think creatively and away from habit 

– Find HIGH QUALITY and local suppliers

– Enlist the help of your supplier……. 
Sample Italian Restaurant Menu Part 1
               Supplies
Cross‐Contamination Caution
The Risks




You will lose customer confidence.
Sample Italian Restaurant Menu Part 2 
Hidden Gluten and Cross Contamination?
Gluten‐Free
 No FEAR
GREAT will help control your        
   gluten‐free variables.
Boosting Customer Loyalty With Gluten-Free Options
Some important statistics are as easy 
      to remember as 1,2,3.
   • ONE: No less than 1/133 Americans have 
                  Celiac Disease. 
• TWO: Over 2 Million Americans (2.96 million) 
               have Celiac Disease. 
  • THREE: Only 3% of those with the disease 
                     know it.
   THE ONLY KNOW TREATMENT FOR CELIAC 
        DISEASE IS A GLUTEN‐FREE DIET
THE ONLY KNOW 
 TREATMENT FOR 
CELIAC DISEASE IS A 
GLUTEN‐FREE DIET
What is the industry’s weak point?

                              Coordination, 
                             leadership, and 
                             cooperation by 
                          national distributors 
                           to drive down cost 
                              and help with 
                                selection.  
GREAT strengthens the weak point for 
            restaurants:
 Implementation and Employee 
          Training



  IF THE SERVER IS NOT TRAINED AND COMMITTED, THEN THERE IS A GOOD
              CHANCE THE MEAL WILL NOT BE GLUTEN‐FREE.
Gluten‐free education at its BEST.
                 • DON’T guess.  Get the exact 
                   formula for success.
                 • $150/kitchen with a sliding 
                   scale for chains.  
                 • Cooperation with national 
                   organization.
                 • Regional and professional 
                   assistance.
                 • TOP NOTCH QUALITY 
                   Program approved for 
                   continuing education by the 
                   American Dietetic 
                   Association and the 
                   American Culinary 
                   Federation.  
What is unique about GREAT?


                   INSIDER’S VIEW
         Created by a multidisciplinary team
   Recognized by the American Dietetic Association  
          and American Culinary Federation
    System of support from trained, professionals
                  Online, easy access
       Coordination with national organization
Help with your greatest variable:  EMPLOYEE TRAINING
D is for Diagnosis.
      The treatment 
    cannot be worse 
     than the illness.  
             We need people diagnosed.

 We need GOOD options for those people.

         YOU can be part of the solution.
Contact:
         Nancy Baker
    GREAT@CeliacCentral.org
     NFCA West Coast Office
Mention this webinar to get a verified 
     course for $100 per kitchen.

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Boosting Customer Loyalty With Gluten-Free Options