Exploring persuasive sales techniques to improve customer acceptance of sustainable but unfamiliar menu in restaurants

Purpose Although restauranteurs hope to incorporate offal or variety meat, in the menu as an attempt to reduce food waste, adopting these ingredients is still challenging due to customer rejections. This study aims to propose potential persuasive sales strategies based on customers’ different information sources to increase organ meat-based menu sales for restaurateurs. Design/methodology/approach In this research, a qualitative study was conducted to identify critical factors that show persuasive effects from external, interpersonal and experiential information sources. A total of 20 in-depth expert interviews with professional chefs and restauranteurs were conducted and key persuasive service tactics were analyzed. Findings From their experience of persuading customers to try unusual foods, insights about how to alleviate unfamiliar food aversion were obtained. The findings of this study showed that different persuasive sales tactics can be implemented to decrease customers’ aversion to offal and offcuts on menus. Research limitations/implications The context of offal is meaningful theoretically because it sheds light on the literature gaps related to persuasive sales strategies for food products with a negative social stigma. Practically, the findings of this study explicitly address that offal usage in restaurants can not only encourage the culinary uniqueness of a restaurant but also contribute to the reduction of food waste by foodservice operations. Originality/value This research answers the calls for more research on sustainable food sources in hospitality literature by proposing offal as a potential alternative protein source. The findings of this study can further be used to improve customer acceptance of other sustainable but unfamiliar food items.

Adaptation and Validation of the Food Neophobia Scale: The Case of Hungary

Food neophobia is the fear or loathing of novel food, which may result in the rejection of the unfamiliar food item. The most frequently used and most reliable tool to measure adult food neophobia is the Food Neophobia Scale (FNS), which has been translated into several languages, making it possible to compare food neophobia levels around the world. The main objective of this research has been the adaptation and validation of the FNS in Hungary. In order to achieve the research objectives, a questionnaire survey was conducted on a representative sample of 500 adults; and, primarily, multivariate statistical tools were used. We found that despite the Hungarian population’s strong neophobic tendency, neophobia and neophilia are present at the same time. We identified two distinctive factors in the course of the exploratory factor analysis (“Willingness and trust” and “Rejection and particularity”), which distinctly separate the negatively and positively worded (reversed) FNS items. Based on these factors, four clusters were identified. Those belonging in the group of adventurous open-minded individuals constitute an ideal target group for the manufacturers of novel food items as well as products with unusual flavors, especially if those products also have health-enhancing and eco-friendly qualities.

Strength or Nausea? Children’s Reasoning About the Health Consequences of Food Consumption

Children’s reasoning on food properties and health relationships can contribute to healthier food choices. Food properties can either be positive (“gives strength”) or negative (“gives nausea”). One of the main challenges in public health is to foster children’s dietary variety, which contributes to a normal and healthy development. To face this challenge, it is essential to investigate how children generalize these positive and negative properties to other foods, including familiar and unfamiliar ones. In the present experiment, we hypothesized that children might rely on cues of food processing (e.g., signs of human intervention such as slicing) to convey information about item edibility. Furthermore, capitalizing on previous results showing that food rejections (i.e., food neophobia and picky eating) are a significant source of inter-individual variability to children’s inferences in the food domain, we followed an individual approach. We expected that children would generalize the positive properties to familiar foods and, in contrast, that they would generalize more often the negative properties to unfamiliar foods. However, we expected that children would generalize more positive and less negative properties to unfamiliar sliced foods than to whole unfamiliar foods. Finally, we expected that children displaying higher levels of food rejections would generalize more negative properties than children displaying lower levels of food rejections. One-hundred and twenty-six children, aged 3–6 years, performed an induction task in which they had to generalize positive or negative health-related properties to familiar or unfamiliar foods, whole or sliced. We measured children’s probability of generalization for positive and negative properties. The children’s food rejection score was assessed on a standardized scale. Results indicated that children evaluated positively familiar foods (regardless of processing), whereas they tend to view unfamiliar food negatively. In contrast, children were at chance for processed unfamiliar foods. Furthermore, children displaying higher levels of food rejections were more likely to generalize the negative properties to all kinds of foods than children displaying lower levels of food rejections. These findings entitle us to hypothesize that knowledge-based food education programs should take into account the valence of the properties taught to children, as well as the state of processing of the food presented. Furthermore, one should take children’s interindividual differences into account because they influence how the knowledge gained through these programs may be generalized.

Non-convergent boundaries and action ascription in multimodal interaction

Without units, there are no boundaries; and without boundaries, there are no units. Traditional linguistics takes units such as sentences and intonation phrases for granted, treating them as static. Interactional linguistics has reconfigured many of these units, treating them as emergent, focusing on their evolution in time, and how they implement social actions. A productive line of research of interactional linguistics has been this tension between conventional linguistic units and units of (and for) interaction (Reed and Beatrice 2013; Ogden and Walker 2013). The cesura approach (Barth-Weingarten 2016) focuses on the constitution of phonetic-prosodic discontinuities, which give rise to boundaries, “cesuras”, which it treats as a continuum from “no cesura” through “candidate cesuras” of various strengths, to “full cesuras”. However, there are also elements of spoken interaction whose unit-hood is not obvious at all levels of description; and it is a subset of these that form the focus of this article. We illustrate this with extracts of multimodal talk where two interactants taste and assess unfamiliar food and produce the token “mm”. We show how the alignment (and non-alignment) of boundaries of sequential, prosodic, gestural, lexical, and syntactic units can be a semiotic resource. Data are obtained from Chilean Spanish.

Social transmission of food safety depends on synaptic plasticity in the prefrontal cortex

When an animal is facing unfamiliar food, its odor, together with semiochemicals emanating from a conspecific, can constitute a safety message and authorize intake. The piriform cortex (PiC) codes olfactory information, and the inactivation of neurons in the nucleus accumbens (NAc) can acutely trigger consumption. However, the neural circuit and cellular substrate of transition of olfactory perception into value-based actions remain elusive. We detected enhanced activity after social transmission between two mice in neurons of the medial prefrontal cortex (mPFC) that target the NAc and receive projections from the PiC. Exposure to a conspecific potentiated the excitatory postsynaptic currents in NAc projectors, whereas blocking transmission from PiC to mPFC prevented social transmission. Thus, synaptic plasticity in the mPFC is a cellular substrate of social transmission of food safety.