Welcome to Smarter Lunchrooms! Small Changes that Make A Big Difference
Introductions Heidi Kessler, MS, SNS, Manager, B.E.N. Center Kathryn Hoy, MFN, RD, CDN Consultant, B.E.N. Center Doctoral Student, USC
Agenda Quick Overview of Behavioral Economics The 6 Principles of of Smarter Lunchrooms The 4 Steps to a Smarter Lunchroom
The Challenge Make healthier meals. Keep costs down. Increase participation (i.e. make sure the kids will eat the food). Oh, and by the way, can we have Organic, vegan, local food?
Choice Restriction Eliminating options to force an individual to make a particular choice
I ll stop buying We are going to stop selling chocolate milk I ll drink 3 glasses of chocolate milk when I get home
Reactance First thoughts when told don t press this button :
Attribution Kids given a choice between carrots and celery ate 91% of their choice vs. 69% when they didn t have a choice. VS Give em a choice!
What else do we know about food decision making?
Hot state vs. Cold state In a cold state, we consider: Prices Health information Logic We buy smaller portions; moderate foods.
Hot state vs. Cold state In a hot state, we eat for: Taste Convenience This decision is an exception We buy bigger and more hedonistic items.
So what can we do?
Behavioral Economics We want kids to eat better, but we run into problems if it is not their choice. Use principles of psychology and behavioral theory, and economics to encourage better choices. NSLP = Large impact
Behavioral Economics What external factors affect our food choices? External Cues: Portion size Packaging Noise Placement Signage Verbal Cues Appearance Habit
Smarter Lunchrooms Gently nudge kids to make healthier decisions Design the cafeteria to lead an individual to a particular option without forcing them Increases sales and participation Low cost or FREE
Choice Architecture Framing a decision to prompt a certain response nudging Creates satisfaction about a decision, owning it Often, consumers don't even know they are being influenced!
6 Basic Principles to Consider The following principles are based on research concerning various environmental cues that influence eating behavior. They are true in school lunchrooms as well as in restaurants, food courts, and even in your home kitchen! Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Let s look at each principle separately
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Large portions = eating more Small portions = eating less People will clean their plate even after they are full... even when they don't like what they are eating! Use smaller containers and serving utensils.
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies The Crouton Ranch Salad Offering unlimited croutons or dressing in a small vessel with a small serving spoon causes students to pay more attention to how much they serve themselves. They serve less and don t feel deprived! No need to take it away! Use smaller containers and serving utensils.
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies We are very sensitive to any amount of inconvenience in the moment. We take what is right in front of us! I wasn t planning on a piece of candy, but.since it s right there...
White or Chocolate? Increase Convenience What are students going to select in this set up? Re arrange: Place white milk FIRST or in FRONT Display more cartons of white milk than flavored milk. Lonely items are less likely to be selected.
A little expectation management Truman Elementary 30% Increase Madison Elementary 21% Increase Middle Schools No significant increase High Schools 5 to 10% Increase
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Decrease convenience of less healthy items. Put the cookies/chips/packaged snacks behind the cashier so students have to ask for them. Eh, too much bother, I ll just grab the fruit that s right here.
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Ways to Increase Convenience Fruit is available at all points of sale. Daily vegetable options are available in at least two different locations on each service line. White milk is bundled into all grab and go meals as default beverages.
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Make healthy foods easy to spot! Hidden fruit vs. fruit out in the open
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Location, Location, Location: Place the healthiest entrée first The first line item has a 11% advantage!
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Front and Center We notice and remember items placed in front of us and eye level. Easy to see Easy to reach. This becomes our default setting.
A la Carte Items Daily Salad Sales increased 200 300% within two weeks Hot Lunch Line New Location for Salad Bar Salad Bar Cash Register #1 Cash Register #2
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Ways to Increase Visibility Place foods at eye level. Place foods in multiple locations. List the healthiest items first on menus Use eye catching detail! Bright colors, arrows, pictures.
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies If it looks delicious and sounds delicious... it must be delicious! Food tastes how we expect it to taste! Name, appearance, and reputation create our expectations.
Descriptive Naming Use cool or appealing labels to describe foods Kale Immune Boosting Kale Carrots X Ray Vision Carrots Have a contest in your school. Let the kids name the foods.
Descriptive Naming Elementary Schools Super Hero Spinach Spicy Black Bean Bonanza Tree Chompin Broccoli Lean Mean Green Beans Super Sweet Potato Wedges Spuds Krazy Kale Middle/High Schools Immune boosting Cabbage Shreds Protein Packed Chickpeas Vitamin Rich Baked Sweet Potato Fresh Cucumber Chips Powerhouse Kale Sweet and Savory Glazed Carrots Crispy Romaine
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies We Are All Suggestible Which Sign Sells More... Limit 12/person vs. No Limit/person 3 for $3.00 vs. 1 for $1.00 Buy 18 for vs. Buy some for the weekend the weekend
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Branding Healthful Foods Offered kids a cookie or apple When apples had an elmo sticker on it, selection & consumption doubled!
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Provide Positive Prompts Would you like some salad with that pizza? Take an apple for later! FREE milk with lunch today! Fruit comes with your meal!
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Make Peer Pressure a Positive Force! Birds of a feather flock together! People often follow the example of those near them, so start a healthy trend!
Utilize Suggestive Selling Make a sample tray of your target reimbursable meal.
Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies Healthy Bundling and Cash for Cookies Healthy Bundling: One cookie + milk for $1 instead of three cookies for $1. Cash for Cookies: Drive students to the reimbursable meal by charging cash for cookies, treats, or other a la carte items. +
Q: How do you apply these 6 principles? Manage Portion Sizes Increase Convenience Improve Visibility Enhance Taste Expectations Utilize Suggestive Selling Set Smart Pricing Strategies A: In 4 easy steps! 1. Spot it! 2. Plan it! 3. Do it! 4. Prove it!
Spot it! Spot the changes you want to make! Smarter Lunchrooms Scorecard and photos Plan it! Make a plan! Purchase items? Training? Communicate? Do it! Execute your plan! Prove it! Show your successes! Smarter Lunchrooms Scorecard and photos
Step 1: Spot it! Spot it! Ways to Spot the changes you want to make: Smarter Lunchroom Scorecard Photos Student Surveys
The Smarter Lunchroom Scorecard Self assessment 100 Best Practices within 10 categories 43
1. Spot it! Take 20 25 photos of all parts of the lunch line and cafeteria. Take them at students eye level. Look up, down, and all around. Page 4 of your guide.
Let s Learn from Photos
2. Plan it! Based on what you ve learned What do you want to do?
2. Plan it! Start Small, Start Easy Choose 1 3 changes at a time. Which ones will make the most difference?
2. Plan it! Things to consider: Communication? Training? Permission? Funds?
3. Do it!
3. Do it! Make the changes! Think about timing: Smaller changes can be made overnight or over the weekend. Larger changes are better made over the summer or after a vacation.
4. Prove it! Complete the Smarter Lunchrooms Scorecard. Take your after photos.
Who should know? Did you make changes that the whole school should know about? Families? Was it stealth and people will just experience it? Would a local news outlet be interested?
Congratulations! You did it!
Repeat the Cycle What worked well? What did you forget to do? Who was left out? What didn t work?
Questions? Comments? Visit us at SmarterLunchrooms.org Find us on Twitter and Facebook Email us at BEN@cornell.edu Thank you! Keep up the great work!