MAY 2024
This framework helps nudge consumers in your direction across their daily decisions.
Behaviors nudging us forward
A behavioral nudge is a way to modify or create new behaviors by changing the way choices are presented, and by appealing to the subconscious to enable easier decision making.
On average, we make 35,000 decisions in one day (no wonder it’s hard to choose dinner!)
The nudges framework for dining
"MA, POP, SIS & Me” is a framework that focuses on nine forces that drive behavior across a variety of contexts, including dining. Nudges can be used in a variety of ways to target guests—some of which you may already leverage.
(M) Messenger
We are heavily influenced by who communicates it to us
(A) Anchoring
We anchor on units that are quickly and easily understood
(P) Priming
Our actions are influenced by prior exposure
(O) Occasion
The subconscious association to specific context in which choices are made
(P) Paradox of Choice
Too many choices create more anxiety than satisfaction
(S) Salience
Our attention is drawn to what is novel, relevant, and easy to understand
(I) Incentive
We value things more when they’re in limited supply
(S) Social Norming
We tend to follow the lead of a group or those similar to us
(Me) Mental Fluency
Choices that are easier to process have a higher perceived value
How to apply nudges
When connecting with guests, consider using:
Messenger - Celebrity endorsement to promote product
Anchoring - Explain the value of bundle deals with terms like “Double/Triple the Value”
Priming - Guests are more likely to order a beverage if it’s presented as a combo
Occasion - More than 50% of fast-moving consumer goods (FMCG) spend is typically done with an occasion in mind
Paradox of Choice - Simplify options—use the Engage Rule of Three (the brain prefers to process info in chunks of three)
Salience - Show simplicity, like featuring the ingredients to illustrate a “healthier” product
Incentive - Use terms like “Limited Time” or “While Supplies Last” to create a sense of urgency
Social Norming - Use terms like “Fan-Favorite” or ”Most Popular” to show regularly purchased items
Mental Fluency - Elevate the offer by creating names for packages/bundles
finding the opportunities
Understanding the touchpoints with guests means more opportunities to nudge them in their purchase choices.
PRE-TRIP
Planning
Planned somewhat for well ahead of time
Potential Key Meal Missions:
- Planned Quick Service Restaurant (QSR) Breakfast
- Planned Drive-thru Dinner
Nudge Suggestion:
- Messenger
- Priming
- Occasion
- Salience
- Incentive
PHSYICAL/DIGITAL BEFORE ORDERING
Trip
Browse digital app menu or commute to restaurant
Potential Key Meal Missions:
- On-the-Road Breakfast
- Family Dine-in Lunch
- Unplanned Drive-thru Dinner
Nudge Suggestion:
- Priming
- Salience
MOMENT OF TRUTH
Ordering
Placing the digital order or ordering at the outlet
Potential Key Meal Missions:
- Preorder Dinner
- Counter Order
- To-Go Dinner
Nudge Suggestion:
- Anchoring
- Priming
- Occasion
- Paradox of Choice
- Salience
- Incentive
- Social Norming
- Mental Fluency
WANT TO SEE MORE?
Discover more through the lens in the articles below.
