Slim by design: Menu strategies for promoting high-margin,healthy foods |
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| Affiliation: | 1. John S. Dyson Professor of Marketing in the Charles S. Dyson School of Applied Economics and Management at Cornell University, United States;2. Furman University, United States;1. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, 900 W. State Street, West Lafayette, IN 47907-2115, USA;2. School of Hospitality and Tourism Management, Purdue University, Room 245, Marriott Hall, 900 W. State Street, West Lafayette, IN 47907-2115, USA;1. Apparel, Events, and Hospitality Management Department, Iowa State University, 7E MacKay Hall, Ames, IA 50011, United States;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, United States;3. Apparel, Events, and Hospitality Management Department, Iowa State University, 9E MacKay Hall, Ames, IA 50011, United States;1. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, 900 W. State Street, West Lafayette, IN 47907, USA;2. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, Room 245, 900 W. State Street, West Lafayette, IN 47907, USA;1. Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA 50010, USA;3. Research & Intelligence, Microsoft, Redmond, WA 98052, USA;4. Information Systems and Business Analytics, College of Business, Florida International University, Miami, FL 33199, USA |
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| Abstract: | In a world of rising obesity, restaurants have become a regulatory target. One profitable but overlooked solution may be for restaurants to focus on menu engineering strategies that could increase sales of relatively healthier, high margin appetizers and entrées and help diners become slim by design. Recent lab and field research in consumer psychology and behavioral economics offer promising solutions that responsible restaurants can use to profitably guide their customers to healthier decisions by using the three-step menu engineering process of (1) shifting attention, (2) enhancing taste expectations, and (3) increasing perception of value. A review of these studies provides key implications that can both increase the healthfulness of what customers order along with the profits of the restaurant. |
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| Keywords: | Menu design Menu psychology Behavioral economics Consumer behavior Visual cues Healthier foods |
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