It’s an important part of most fast food chain’s public reputation to offer a healthier menu from the typical burgers, fried chicken and pizza (not withstanding the KFC Double Down which replaces the ‘traditional’ bun with two chicken fillets), however, a recent survey has found that fewer than 3% of customers actually order them.

Louise Atkinson surveyed over 1000 Subway franchises and McDonald’s outlets, asking customers about what they were buying as part of a study that took two months to compile.

Atkinson, who is herself an accredited dietician, found that only around 2.5% of diners who ordered a main meal chose from the menus that contained meals with, what she describes  as, ‘substantial nutritional value.’ These meals included that McDonald’s Heart Foundation “Tick Approved” options or Subway’s ‘Six Grams Of Fat Or Less’ sandwiches.

Because of the obesity epidemic throughout the developed world, many fast food chains are offering a healthier or lighter meal option. A McDonald’s salad may contain more fat than some of their burgers but they certainly contain more vegetables so perhaps that’s a fait accompli.

Atkinson said “to their credit, they’ve created items that offer customers a choice, but our research shows that customers just aren’t choosing to eat these meals. If people were choosing a healthy option over a hamburger and fries then it’s a positive move. But they’re not.

“The problem with the traditional fast food take-aways is that they are typically kilojoule-laden and contain fewer vegetables.” Atkinson added.

Sales and advertising spokespeople claim that is the customers’ responsibility to take up the healthier options that they are being presented with as the fast food chains were providing healthy meals and a helping of social responsibility with their lower fat, lower salt, lower sugar meals.

Assistant professor of Marketing, Petra Bouvain said “these results are not surprising, McDonalds has positioned itself as a fast food business. While people may be aware of the healthy choices through advertising and controversies in the media, they don’t go to McDonalds for a macrobiotic meal.”

It was felt that there are essentially two groups in society, those who are prepared to chow down on junk food and sugary drinks, not caring about the health consequences and those who are increasingly looking for healthy options. The people who care and want to find food which is going to be good for them are not the type who are ever going to set foot inside a fast food joint to find something to eat so the nutritional value of their healthy meals does far more good to their public image than it does for any of their diners.

Dan Cash is a features writer who sometimes goes out for a Chinese takeaway in Stoke On Trent. When you’re at the takeaway reading the menu isn’t enough, you need to know the nutritional values too, they might not promote it but you can often get a pamphlet which gives you the low-down from behind the counter. You just have to ask for it.