After watching aggressive consumers attack Big Food companies over chemicals and additives (eg Maggi Foods – Nestle), Restaurants are all-of-a-sudden dumping some artificial (and other bad-for-you) ingredients from their menus. We’re looking at the “healthification” of fast- and fast-casual food. A recent survey found that 36% of consumers worried about “chemicals” in their food; in another survey, 40% of consumers report it’s “very important” that foods use all-natural ingredients, free of GMOs and artificial flavors or colors. But it won’t be enough. Consumers no longer equate pictures of pastured cows and leaves of grass on menus with health and wholesomeness. They’re searching for more holistic initiatives from restaurants such as control of waste, water conservation, human treatment of animals (and employees), and a host of other eco-social issues. Next culprits: sugar, salt and fat present even greater challenges.