By Paige Cerulli | iAdvance Senior Care | January 24, 2025 | Article Link
A new survey reveals that older adults prioritize food and nutrition, so much so that it may be a driving force in whether they prefer to stay at home rather than move to a senior care community.
The Great Expectations survey by Age of Majority, conducted for Restaura Hospitality Group, surveyed 1,485 adults between age 55 and 96 during August 2024. The survey found that 68% of respondents look for variety in meal options that accommodate their individual tastes and preferences, but just 17% of respondents were very confident that senior living communities could provide the dining choices they expect. While 21% of respondents said they would prioritize a senior living community that offered access to multiple dining venues, an overwhelming 65% of respondents noted that they would prioritize the flexibility to prepare their own meals, dine out, or order takeout.
Notably, 32% of respondents described themselves as being “food explorers” who were very adventurous in trying new tastes and flavors, and just 16% said that medical dietary considerations were important in how they choose what they eat.
Joe Cuticelli, CEO and co-founder of Restaura Hospitality Group, explains that he wasn’t surprised to find that 69% of survey respondents indicated that food quality was very important in their residence choice. “Food in a senior living community is truly at the heart of the resident experience – whether it’s an active aging community, independent or assisted living,” he said.
Cuticelli explains that two important factors are at play. “First, the generation that grew up with TV dinners now understands that the quality, variety, and taste of what they eat can have a direct impact on both their physical and emotional well-being,” he notes. “Second, in making a move from home, the dining experience becomes a highlight rather than a routine part of the day which significantly shapes a resident’s satisfaction and quality of life — often tipping the scales when they’re choosing where they want to live. We see a big opportunity to redefine the status quo to better suit shifting expectations for both food quality and variety.”
Kate Hays, director of dining services at Wake Robin
Kate Hays, director of dining services at Wake Robin, has found that food and dining services are very important to prospective residents, and that residents often ask about the dining program to make sure it aligns with their dietary preferences and needs, as well as with their ethics. Potential residents may ask if the food is sustainably grown and if it’s local. “It’s not enough anymore that it must taste great, and that enough variety is offered so there’s something for everyone to enjoy. It has to align with their beliefs and ideals,” she says.
The Changing Senior Care Dining Industry
As senior care operators recognize the importance of treating dining as a central feature of the resident experience, Cuticelli has seen notable changes, such as the hiring of professionally trained chefs, the incorporation of locally sourced and seasonal ingredients, and a greater emphasis on health-conscious options that cater to special diets like low-sodium, gluten-free, or heart-healthy meals.
“But here’s the issue,” he explains. “The industry as a whole has not evolved enough to change long-standing negative perceptions. Our survey gave a long list of words, ranging from ‘safe’ and ‘social’ to ‘boring’ and ‘depressing,’ and asked respondents to select any that they associated with senior living. Guess what word choice was selected the absolute least on the list? ‘Restaurant quality food’ at 10.5 percent. That’s not good.”
According to Cuticelli, it’s essential that senior care communities leverage technology to measure resident sentiment, rather than relying on annual or semi-annual satisfaction surveys. Communities must capture and measure feedback in minutes, not weeks, months, or quarters. “We created an AI-powered sentiment analysis tool that provides real-time insights by analyzing comments, ratings, and team member inputs so we can identify opportunities for improvement and respond in real time,” he says.
“Our service teams are armed with digital tablets that include menus tailored for each resident, along with personalized information about their preferences, and satisfaction ratings. The good news is that our research showed a staggering 81% of seniors are interested in providing feedback by taking digital surveys about their dining experiences.”
Hays explains that residents aren’t shy about sharing their thoughts about the dining program, and the dining room structure facilitates a dialogue between residents and staff. “Our Maple Leaf dining room features open kitchen stations, so residents interact directly with the culinary staff,” she says. This not only gives the opportunity for my staff to really get to know the residents and their likes and dislikes, but it sets the stage for culinary staff to really tell the story of the food.”
Additionally, Wake Robin hosts town-hall style meetings with residents to learn about the resident experience, what’s working, and what changes the community should make. A comment box gives residents another option for providing feedback if they would like to remain anonymous. “We’re always listening and tweaking things accordingly,” she says.
The Value of Promoting Quality Dining
Given the increased focus on food in senior care, promoting the dining experience a community offers needs to be a deliberate part of the marketing strategy, both online and offline. “It starts with storytelling that highlights the culinary team’s expertise, including profiles of chefs and their culinary philosophies,” says Cuticelli. He notes that testimonials from current residents discussing the food quality and variety can be compelling. Communities can offer tasting events for local influencers during tours, or host cooking demonstrations by community chefs, which can transform potential resident visits into more immersive experiences. “The dining experience should become the marketing showpiece that makes the community a must-see,” he says.
Food and dining services are a key part of Wake Robin’s marketing strategy. The community’s farm-to-table mission is incorporated into all preliminary conversations, and prospective residents are invited to contact Hays directly with questions about the dining program.
Additionally, prospective residents are invited to dine with current residents while touring, and events are held to introduce prospective residents to each other. “Gourmet dinners and other dining events are shared in newsletters and other information shared with those on our marketing lists, but enjoying our food directly is always the best way to highlight our talents,” explains Hays.
She recommends that senior care communities promote their dining activities through every marketing tool they utilize. Share information if members of the culinary staff are speaking or attending dining or sustainability conferences, and share details if culinary staff are cooking at local competitions.
Wake Robin’s culinary staff presented a dish at a highly respected “Best Bite” competition during the past two years. “Nobody expected a life plan community to present, and all night patrons were loving the food and asking where our restaurant was,” says Hays. “I don’t think local restaurants expected to lose to a life plan community when we won the first year and were runner up last year, but hopefully our abilities will speak to those diners who are looking for a community like Wake Robin.”
Improving a Dining Program
Hays encourages communities looking to improve their dining programs to start by gathering and listening to resident feedback. “Find the best way to implement improvements that work within your budget, then highlight the efforts you’re introducing to the community,” she says. She suggests that communities might prepare a special dinner featuring dishes residents have been suggesting to measure resident response before adding them to the menu. Communities might also consider creating a map of farm partners, allowing them to show residents where items on the menu are grown.
“Resident engagement is crucial,” Hays says. “It’s not worth spending the extra money on food if the residents don’t know you’re going that extra distance to improve the quality of their food.”
Cuticelli notes that Restaura is collaborating with the International Council on Active Aging (ICAA) on a new Culinary/Dining Assessment tool designed to help communities evaluate and elevate their dining program. “All ICAA member community executives receive a comprehensive evaluation from highly trained culinarians and industry leaders,” he explains. The assessment is designed to help identify gaps and suggest potential solutions, supporting senior care communities in improving their dining programs.
