Watch the video & take notes on a sheet of paper
When you have finished, click on each item below to see the answer.
- We eat out a lot
- Portion sizes are huge
- We're unaware or unconcerned with what's actually in our food
- Our habits are reinforced by everything around us
- Traceable back to the 1960s to a McDonald's executive
- People often too embarrassed to buy 2 normal size bags of popcorn for fear of appearing gluttonous but responded when given the option of one giant bag equivalent to the 2 bags and marketed as a value purchase
- McDonald CEO Ray Kroc applied the strategy to French fries
- Adding 25 percent more fries costs only a few additional cents but the slightly larger size sells at a significantly higher price and still appears to the consumer as a good deal
- Only one-third of most restaurants fixed costs
- Rest goes to labor, advertising, franchise fees, rent and energy costs
- Most of the restaurants costs have nothing to do with customer traffic
- Customer traffic is impacted by food, its packaging and its volume
Coca-cola representative convinced him on the idea of selling drinks in a huge 32-ounce cup at the same cost as a 16-ounce bottle → big customer hit
- Offering right sized portions about two-thirds the size of the usual serving
- Restaurants supporting smaller portion sizes will have to sell idea of giving customers less food and manage to make up for the lost revenue hidden in those super-sized value meals.
- Part of the answer must come from marketing information support and value pricing in Reverse
- Fridays heavily advertise 10 menu items at the smaller size with a 30% savings
- Experiment is going well, restaurant has seen higher traffic & increased beverage and dessert sales ← people aren't so stuffed after their entrees
- Shrinking portion sizes → you have to reduce prices → you must have higher traffic
- It works but it takes time, problem = investors are focused on short term
- Choose restaurant where bigger isn't better
- Support right sizing movement in the few places it's being tried
- Select menu items with a healthy balance of vegetables meat or fish and fruit
- If portions are too large, choose to split dish with friend or family member even if there’s slight charge for this it's a better value, it eliminates temptation to overeat & sends restaurant a good message
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UNF3S
Route 66 to medical literature, Félicie Pastore 2017