A matter of trust and good business

How widespread are food allergies? According to estimates from the U.S. Centers for Disease Control and Prevention, 12 million Americans-roughly one in 25 people-suffer from genuine food allergies. For some of them, even trace amounts of an allergy-provoking food can trigger a dangerous and even potentially deadly physical reaction. Each year, food allergies are responsible for more than 30,000 emergency room visits. Though statistics often conflict, it is believed that about 150 to 200 Americans die annually from severe allergic reactions to food.

Fortunately, such severe reactions are rare. Yet that still leaves many more people who suffer uncomfortable, sometimes frightening reactions each year when they unwittingly eat allergy-provoking foods.

Millions more people are intolerant to certain foods, which typically means they have trouble digesting them.

Restaurants and other dining facilities play a crucial role in helping such customers avoid problems. Studies show that most food allergic reactions are linked to meals eaten in restaurants. That makes sense. At home, it's easy for people with food allergies to know what ingredients they use. It's much harder to know what's in meals prepared in restaurants or other eating establishments. Your customers have to put their trust in you.

That's why it's so important to know exactly what's in the meals you serve, and to have a plan in place to address the needs of customers' food allergies and intolerances. Addressing food allergies is just part of the larger issue of food safety. Your business depends on it.

After all, people with food allergies routinely exchange information about allergy-friendly restaurants, both by word and in internet reviews and blogs. Restaurants that earn top stars for accommodating people with food allergies and intolerance retain loyalty customers and build their businesses.

"Hospitality is remembered, spoken about, written up on line," said one restaurant operator. "Customers love you for taking the extra effort. It pays off in repeat business."