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Q&A with the Experts: The Food Service Playbook

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World Resources Institute (WRI)
World Resources Institute (WRI)

WRI’s brand new “Food Service Playbook for Promoting Sustainable Food Choices” gives food service operators the very latest strategies for creating dining environments that empower consumers to choose sustainable, plant-rich dishes. This research builds off our first guide for food service, now with industry experience and insights from nearly 350 academic trials.

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The Food Service Playbook for Promoting Sustainable Food Choices A Q&A with the Experts
Welcome
Daniele Pollicino Behavioral Science Consultant WRI Today’s Presenters Dr Sophie Attwood Senior Behavioral Scientist WRI Edwina Hughes Head of Coolfood WRI
THE FOOD SERVICE PLAYBOOK 23 Priority behavior change techniques 57 Behavior change techniques 89 Research papers About the 2020 Guide for Food Service
Playbook Refresh 2023 In recent years, we’ve seen a huge increase in public interest in plant-based diets And lots of new behavior change research
Introducing WRI’s Updated Guide for Food Service Available now at: wri.org/food-service-playbook
Evidence showing a technique is effective We’ve added a new, improved analysis of the evidence Divided by…. Evidence showing a technique is ineffective ‘PROMISE RATIO’
Playbook Refresh 2023 And gathered updated fee dback from industry and academic experts
And feature even more ‘real life’ case studies
We've also updated the ‘5P’ framework A new P-category of ‘Price’ techniques is now included
Playbook Refresh 2023 Behavior change techniques are now evaluated based on expert rating + academic evidence EXPERTS Ranked in the top third on Feasibility and Effectiveness EVIDENCE Score indicating double the amount of supportive research
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence
18 ‘NO REGRET’ TECHNIQUES What’s New?
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence The ‘Product’ P-category Features the Most Frequently on the ‘No Regrets’ Shortlist
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence One of the ‘Promotion’ Techniques Is the Highest Scoring According to Both the Evidence and the Experts
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence Another ‘Promotion’ Technique Has Been Researched the Most (in 50 trials)
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence And These Techniques Are Entirely New Additions to the ‘No Regrets’ Shortlist
‘No Regret’ Techniques in Action
PROMOTION PRM26: Publicize the taste and flavor benefits of plant-rich dishes using marketing materials • Overcome the misperception that ‘healthy and sustainable’ ≠ tasty’ • Use indulgent terminology • Refer to appealing context • Case Study: MAX Burgers PROMOTION
PRD2: Blend plant-based ingredients into ground or minced meat–based dishes to reduce the meat content • Hybrid burgers containing 60/70% meat and 40/30% mushrooms • Diners usually do not notice the difference • Achieves high and quick reductions in GHG emissions footprint of dishes served • Case Study: ISS Guckenheimer PRODUCT
33 ‘PROMISING’ TECHNIQUES What’s Possible?
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence These approaches are highly effective We need to address barriers to implementation in food service PRS13: Offer default plant-rich menus, with meat-based dishes available on a separate menu or via request from a server PLC12: Play relaxing music in the dining site (e.g., low volume, low tempo) PRC6: Reward diners with financial coupons, cash back, or loyalty card points to redeem on plant-rich dishes (e.g., 10 cents earned per dollar spent) PRC9: Sell plant-rich dishes at a lower, or subsidized, price compared to meat dishes PRESENTATION PLACEMENT PRICE PLC15: Use aroma and scents in the dining environment to enhance diners’ appetites for plant-rich dishes and/or reduce appetites for meat-based dishes Top 5 'Promising’ Techniques
‘Promising’ Techniques in Action
PRESENTATION PRS13: Offer default plant-rich menus​ • 100% plant-rich menus • Meat dishes available on request from server • Meat dishes available on separate menu • Case Study: LinkedIn’s office in San Francisco PRESENTATION
PRICE PRC6: Reward diners with financial coupons, cash back, or loyalty card points to redeem on plant-rich dishes • Incentivize the behavior you want to see • Case Study: Friends of the Earth & the University of Portsmouth Before During
THE FOOD SERVICE PLAYBOOK FURTHER INSIGHTS What Else?
Q&A with the Experts: The Food Service Playbook
These techniques are ranked highly by experts, but are under- researched We need more evidence! PRS12: List plant-rich dishes in the main body of a menu, not in a separate “vegetarian” box or “specials” section PRD4: Develop new or improve existing accompaniments (e.g. sauces, dips, wine pairings) to plant-rich dishes PPL3: Encourage front-of-house staff to try plant- rich dishes themselves PPL4: Give chefs and food preparation staff access to the tools, equipment, and ingredients to prepare appealing plant- rich dishes PRESENTATION PRODUCT PEOPLE PRD9: Introduce direct plant-rich alternatives (i.e. 'alt proteins') to popular meat-based dishes PRM2: Co-ordinate plant-rich promotions to correspond with national campaigns (e.g. sporting events, Earth Day, national holidays) PROMOTION 0 Trials 1 Trial 1 Trial 1 Trial 1 Trial
PROMOTION
PROMOTION These techniques have been researched extensively, but did not reach our shortlist PRM21: Publicize the health benefits of plant- rich dishes using marketing materials PRM16: Provide diners with shopping lists and recipe cards to help them prepare plant-rich dishes at home PRS6: Add symbols or icons to menus to highlight healthy plant-based options (e.g. heart healthy logo, high fibre symbol, low salt icon) 28 Trials 15 Trials 80 Trials
SO, IN SHORT...
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence 2024 Food Service Playbook: No Regret Techniques • Highly effective, highly feasible behavior change techniques should be implemented without hesitation in food service • Product is key – provide a variety of tasty, appealing plant-rich dishes • How you message about plant-rich options is also important – upsell indulgence and taste
Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence 2024 Food Service Playbook: Promising Techniques • For highly effective, lower feasibility approaches, we need to understand barriers to implementation • Default plant-rich menus, financial incentives and sensory marketing have strong potential • For un- and under-researched approaches that are highly feasible, we need more evidence to determine their effectiveness
Put the Food Service Playbook into Action 1. Food Industry – Adopt the 18 ‘No Regret’ techniques without delay. Check out Coolfood's 'Quick Start Guide' for how to do this 2. Academia and Research – Explore the under- researched approaches as a priority 3. Everyone else – Get engaged on this issue and help us build the movement for healthy, sustainable food Reach out for more to coolfood@wri.org

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Q&A with the Experts: The Food Service Playbook

  • 1. The Food Service Playbook for Promoting Sustainable Food Choices A Q&A with the Experts
  • 3. Daniele Pollicino Behavioral Science Consultant WRI Today’s Presenters Dr Sophie Attwood Senior Behavioral Scientist WRI Edwina Hughes Head of Coolfood WRI
  • 5. Playbook Refresh 2023 In recent years, we’ve seen a huge increase in public interest in plant-based diets And lots of new behavior change research
  • 6. Introducing WRI’s Updated Guide for Food Service Available now at: wri.org/food-service-playbook
  • 7. Evidence showing a technique is effective We’ve added a new, improved analysis of the evidence Divided by…. Evidence showing a technique is ineffective ‘PROMISE RATIO’
  • 8. Playbook Refresh 2023 And gathered updated fee dback from industry and academic experts
  • 10. We've also updated the ‘5P’ framework A new P-category of ‘Price’ techniques is now included
  • 11. Playbook Refresh 2023 Behavior change techniques are now evaluated based on expert rating + academic evidence EXPERTS Ranked in the top third on Feasibility and Effectiveness EVIDENCE Score indicating double the amount of supportive research
  • 12. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence
  • 14. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence
  • 15. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence The ‘Product’ P-category Features the Most Frequently on the ‘No Regrets’ Shortlist
  • 16. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence One of the ‘Promotion’ Techniques Is the Highest Scoring According to Both the Evidence and the Experts
  • 17. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence Another ‘Promotion’ Technique Has Been Researched the Most (in 50 trials)
  • 18. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence And These Techniques Are Entirely New Additions to the ‘No Regrets’ Shortlist
  • 20. PROMOTION PRM26: Publicize the taste and flavor benefits of plant-rich dishes using marketing materials • Overcome the misperception that ‘healthy and sustainable’ ≠ tasty’ • Use indulgent terminology • Refer to appealing context • Case Study: MAX Burgers PROMOTION
  • 21. PRD2: Blend plant-based ingredients into ground or minced meat–based dishes to reduce the meat content • Hybrid burgers containing 60/70% meat and 40/30% mushrooms • Diners usually do not notice the difference • Achieves high and quick reductions in GHG emissions footprint of dishes served • Case Study: ISS Guckenheimer PRODUCT
  • 23. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence
  • 24. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence These approaches are highly effective We need to address barriers to implementation in food service PRS13: Offer default plant-rich menus, with meat-based dishes available on a separate menu or via request from a server PLC12: Play relaxing music in the dining site (e.g., low volume, low tempo) PRC6: Reward diners with financial coupons, cash back, or loyalty card points to redeem on plant-rich dishes (e.g., 10 cents earned per dollar spent) PRC9: Sell plant-rich dishes at a lower, or subsidized, price compared to meat dishes PRESENTATION PLACEMENT PRICE PLC15: Use aroma and scents in the dining environment to enhance diners’ appetites for plant-rich dishes and/or reduce appetites for meat-based dishes Top 5 'Promising’ Techniques
  • 26. PRESENTATION PRS13: Offer default plant-rich menus​ • 100% plant-rich menus • Meat dishes available on request from server • Meat dishes available on separate menu • Case Study: LinkedIn’s office in San Francisco PRESENTATION
  • 27. PRICE PRC6: Reward diners with financial coupons, cash back, or loyalty card points to redeem on plant-rich dishes • Incentivize the behavior you want to see • Case Study: Friends of the Earth & the University of Portsmouth Before During
  • 30. These techniques are ranked highly by experts, but are under- researched We need more evidence! PRS12: List plant-rich dishes in the main body of a menu, not in a separate “vegetarian” box or “specials” section PRD4: Develop new or improve existing accompaniments (e.g. sauces, dips, wine pairings) to plant-rich dishes PPL3: Encourage front-of-house staff to try plant- rich dishes themselves PPL4: Give chefs and food preparation staff access to the tools, equipment, and ingredients to prepare appealing plant- rich dishes PRESENTATION PRODUCT PEOPLE PRD9: Introduce direct plant-rich alternatives (i.e. 'alt proteins') to popular meat-based dishes PRM2: Co-ordinate plant-rich promotions to correspond with national campaigns (e.g. sporting events, Earth Day, national holidays) PROMOTION 0 Trials 1 Trial 1 Trial 1 Trial 1 Trial
  • 32. PROMOTION These techniques have been researched extensively, but did not reach our shortlist PRM21: Publicize the health benefits of plant- rich dishes using marketing materials PRM16: Provide diners with shopping lists and recipe cards to help them prepare plant-rich dishes at home PRS6: Add symbols or icons to menus to highlight healthy plant-based options (e.g. heart healthy logo, high fibre symbol, low salt icon) 28 Trials 15 Trials 80 Trials
  • 34. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence 2024 Food Service Playbook: No Regret Techniques • Highly effective, highly feasible behavior change techniques should be implemented without hesitation in food service • Product is key – provide a variety of tasty, appealing plant-rich dishes • How you message about plant-rich options is also important – upsell indulgence and taste
  • 35. Playbook Refresh 2023 The Playbook 2.0 is based on almost triple the amount of research evidence 2024 Food Service Playbook: Promising Techniques • For highly effective, lower feasibility approaches, we need to understand barriers to implementation • Default plant-rich menus, financial incentives and sensory marketing have strong potential • For un- and under-researched approaches that are highly feasible, we need more evidence to determine their effectiveness
  • 36. Put the Food Service Playbook into Action 1. Food Industry – Adopt the 18 ‘No Regret’ techniques without delay. Check out Coolfood's 'Quick Start Guide' for how to do this 2. Academia and Research – Explore the under- researched approaches as a priority 3. Everyone else – Get engaged on this issue and help us build the movement for healthy, sustainable food Reach out for more to coolfood@wri.org