Consumers are demanding food from operators that are free from additives, and in the industry today its expected of operators to make an effort toward clean labeling. This action is widespread in the industry currently, but there will be a point where consumers will see chains that haven't taken steps towards clean labeling as inherently lower quality. Although there has been discussion in the industry about consumer's ideas versus industry action, the fact remains that consumers are demanding more from foodservice operators than ever before.