A direction or sequence of events with momentum and durability, a trend is more predictable
and durable than a fad; trends reveal the shape of the future and can provide strategic direction.
A trend toward health and nutrition awareness has brought increased government regulation
and negative publicity for firms seen as peddling unhealthy food.Macaroni Grill revamped its
menu to include more low-calorie and low-fat offerings after a wave of bad press: The Today
Show called its chicken and artichoke sandwich “the calorie equivalent of 16 Fudgesicles,” and in
its annual list of unhealthy restaurant dishes, Men’s Health declared its 1,630 calorie dessert
ravioli the “worst dessert in America.