Slim by Design: Menu Engineering Strategies for Promoting High-Margin, Healthy Foods
Wansink, Brian and Katie Love (2014), “Slim By Design: Menu Strategies for Promoting High-Margin, Healthy Foods,” International Journal of Hospitality Management, 42:137-143.
27 Pages Posted: 24 Jul 2014 Last revised: 29 Apr 2017
Date Written: July 17, 2014
In a world of rising obesity, restaurants have become a regulatory target. One profitable overlooked solution may be for restaurants to focus on menu engineering strategies that could increase sales of relatively healthier, high margin appetizers and entrées. Recent lab and field research in consumer psychology and behavioral economics offer promising solutions that responsible restaurants can use to 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.
Keywords: menu design; menu psychology; behavioral economics; consumer behavior; visual cues; healthier foods
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