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After a 20-year marketing career in industries spanning from fast food to fitness, Billy Grenham was appointed chief marketing officer of Carlsbad, California, U.S.A.-based Luna Grill Mediterranean Kitchen in December 2024. 

As part of a new campaign led by Grenham, Luna Grill, which operates 51 restaurants in the U.S. states of California and Texas, recently announced that it would be partnering with digital dietitian service Dietitian Live to offer its reward club members a complimentary consultation with a dietitian.

SeafoodSource spoke with Grenham about Luna Grill’s nutrition-focused strategy and how similar initiatives could be applied in the seafood retail sector.

SeafoodSource: Why did you decide to partner with a nutrition service?

Grenham: It’s my job as CMO to connect Luna Grill’s mission, which is to inspire people to eat good food and make healthy lifestyle choices, with something that resonates with people’s everyday lives. That could include big sponsorships such as athletic sponsorships, which we’re doing as well, but I also wanted to take the brand somewhere it has never been before.

The Mediterranean diet has been ranked the number one diet in America for eight years in a row. That’s a big opportunity for us to be unapologetic about who we are and loop in those of authority to help credential that.

So, I thought, why not loop in a dietitian service to help talk about healthy eating habits, the Mediterranean diet, and meal planning with our rewards program to help credential Luna Grill and the Mediterranean diet in general? That’s how the concept kind of evolved, and we’ve seen a lot of success since.

SeafoodSource: Where does seafood fit into your mission at Luna Grill and the new dietitian services?

Grenham: It’s a huge differentiator for us. The fact that we’re able to offer sustainably sourced salmon and our bonfire garlic shrimp that is not going to make customers fork over their whole paycheck or their lunch hour is very important to our mission.

It’s a unique space for us, and now we’re able to align with dietitians who can educate people on the lean proteins found in salmon and shrimp, how it gives you energy throughout the day, and all the different intangible benefits of seafood that many people just aren’t aware of.

This message is very different coming from a dietitian; they get to know people and establish a rapport and trust. We wanted to make sure that this service not only provides value but also does so in a way that people can understand and take advantage of. That’s why we made it super simple. The dietitian service is integrated into our app. When you become a rewards program member, you can schedule a one-hour session with a dietitian for free in about two or three clicks.

SeafoodSource: Are the dietitians recommending foods specifically from Luna Grill?

Grenham: The dietitian service is not prescriptive; they aren’t saying, “Just go to Luna Grill.” The sessions with the dietitians are about lifestyle and nutrition goals more broadly. But, again, they can endorse the Mediterranean diet better than anyone, and that’s part of the program, as well.

What’s great is that for the people who want to continue seeing their dietitian, following sessions are covered by all the popular health insurance plans. So, 98 percent of people can continue their journey without paying out of pocket. Whether they eat at Luna Grill or not, we’re giving them access to a dietitian, which is a foreign concept for many people.

This is something we will have in place for the foreseeable future; it’s not a gimmick or a limited-time offer.

SeafoodSource: How are healthy living trends shaping your seafood offerings? How are you marketing seafood at Luna Grill?

Grenham: We’ve seen a wave of enthusiasm seasonally come through for specific items – especially at the beginning of the year when we see people coming in looking for healthier options. That’s when seafood really starts to take off because people are looking for that reset. They have their New Year’s resolutions, and they’re on a new path of health and wellness.

We utilize these partners, whether it’s a yoga studio, dietitian service, or the professional soccer team here in San Diego, to showcase how our food and the Mediterranean diet in general are better for you – not just how good it tastes but what it does to your body.

SeafoodSource: Can you see other retailers and restaurants replicating this marketing strategy for seafood to entice health-conscious consumers?

Grenham: I hope so. A lot of the big chains are jumping on the Mediterranean bandwagon, but they’re doing it for a limited amount of time. They understand its value, they understand its popularity, but they aren’t fully committed to it.

People are seeking context with their calories. People want transparency. They’ll pay extra for quality ingredients and sustainable sourcing, especially when they know the story behind their dish.

In lieu of having dietitians on your team, I think it’s always a good idea for folks in the industry to talk about their food with transparency. In addition to giving nutritional information, they should be talking about where their food comes from. Those sourcing stories give consumers a reason to believe in a product beyond its taste.

Originally published on SeafoodSource.com.

https://www.seafoodsource.com/news/foodservice-retail/luna-grill-cmo-capitalizing-on-health-wellness-trends-with-innovative-dietitian-service