Dieting for weight loss began to attract attention in the 1920s, reversing the preference for somewhat chubby bodies that preceded it. Before World War I, the word “diet” could equally well refer to a plan of eating designed for gaining weight. Then — and now — the notion of dieting contained contradictions.
A 1905 newspaper story described the phenomenon of the “jiu jitsu girl,” a modern being who took a rational attitude toward her food, either for the purpose of adding or losing pounds. If she wanted to lose weight she drank a lot of water, did gymnastics, and ate only fish, poultry, fresh vegetables, and fruit.
But the weight-losing version of the jiu jitsu girl must have been a rarity in 1905 because restaurant menus took no notice of her. Most of their offerings were more likely to add pounds. Which must be why, when she went into a restaurant, JJ girl tossed aside the menu as she gave her order.
In the 1920s and 1930s, when the so-called Hollywood Diet became the rage, restaurants made a few concessions to dieters by providing the regimen’s staple food, grapefruit. But few if any provided diet menus or special low-calorie dishes.
Whether restaurant patrons tried to cut calories with grapefruit, salads, or zwieback in the 1920s and 1930s, European chefs deplored the trend. Critics said dieting was one of the causes of the downfall of restaurant cuisine in those Prohibition years. Alas, they sighed, art had gone out of restaurant cooking and weight-conscious women were largely to blame.
However, those who took a more businesslike attitude toward restaurants, such as industry publisher J. O. Dahl, recommended that restaurants get with the times. Look through popular magazines, he counseled, and see how very often dieting is discussed. He urged progressive restaurateurs to develop diet menus for their women guests – whose numbers were drastically increasing.
Yet, it wasn’t until the 1950s that dieters received widespread recognition with the arrival of the restaurant diet plate. Shown in all its glory at the top of this page, it was stereotypically a hamburger patty – sometimes referred to as chopped steak – accompanied by cottage cheese topped with canned peach and a limp lettuce leaf on which reposed a wan slice of tomato.
Slight variations happened. Gelatin might accompany or replace canned fruit. Steak houses such as Bonanza and Golden Corral added toast to the plate. Woolworth tucked in saltines (see 1971 Woolworth advertisement below).
To be absolutely fair, some restaurants were a bit more creative in designing diet plates. The National Restaurant Association, recognizing that about 10% of customers were on diets at any given moment in the 1950s, helped develop menus. Perhaps a menu of consommé, celery hearts, 4 oz. minute steak, green beans, and unsugared fruit was one of their suggestions. In 1962 the Town Room in the Sheraton-Dallas relieved diet boredom with “hefty” slimming lunches of Goulash and Shrimp Hawaii.
Putting everything into perspective, even the dispiriting classic diet plate was superior to the liquid diet products that some restaurants put on menus in the early 1960s. For 50 to 75 cents a glass dieters could sip Metrecal (a product of the same company that made Drano and Windex). “Some drugstores find it is giving the hamburger competition,” reported a 1960 story.
By some bizarre logic, places that seemed as though they were havens for non-dieters also offered diet plates. Such as pancake houses and sweets shops. The DoNut Shop in Edwardsville IL had a Weight Watchers Diet Plate and Farrell’s Ice Cream Parlour in Seattle advertised a Low Calorie Diet Plate. Were these nothing but conscience-soothers for customers prepping for ice cream and doughnut binges?
Although I have no doubt you can still find the occasional classic diet plate on a menu today, the hamburger-cottage cheese-peach lunch fell into deep disfavor in the 1980s. Long regarded as boring, by the mid-1980s they were commonly referred to as “old style,” “so-called,” or “1950s diet plates.” Critics argued that in most cases they were not only insipid, but also contained more calories than other menu items.
But it was not the critics who sunk them as much as it was changes in restaurant culture of the late 20th century. Many restaurants upgraded their menus with fresher and lighter food that (usually) had the virtue of being lower in calories. Restaurants specializing in salads became popular.
A sign of changing times was the Chapman Sisters Calorie Counter on Chicago’s Miracle Mile. With a decor that signified “natural,” the casual restaurant had a brick floor, hanging plants, butcher block tables, and walls painted with large apples. Calories were given for each dish on the menu. Even the highest-calorie item, a Spinach and Mushroom Quiche, topped out at about 200 fewer calories than the classic diet plate, and a Tostada Salad came in at 395.
Another example was the 1980s “Light Balance” menu at Tumbledown Dick’s in Cos Cob CT where no dish had more than 380 calories, whether it was a Vegetable-Stuffed Pita, Chicken Florentine, or Pasta Primavera. The Light Balance menu gave not only calories but also fat, sugar, and sodium content.
In retrospect, as unappetizing, calorie-rich, and unbalanced as the 1950s diet plate was, the irony is that the average American was slimmer during its time.
© Jan Whitaker, 2017