低卡菜单意在模仿如苹果蜂、红罗宾和小辣椒等生意红火的连锁餐厅的模式。例如,苹果蜂有一个菜单叫做“低于550大卡”,小辣椒也用“更轻盈的选择”菜单来标注更有营养的选项。菜单上的餐点同样受了如芝士工厂、橄榄花园、红龙虾等餐厅的启发。
What they found was that, even after controlling for price and age, people are really not interested in healthy options. If you’re in a restaurant pressed for time you’re quickly looking for ways to eliminate options, and more often than not, eliminating the “Healthy Options” section is an easy choice.
他们也发现,控制了价格和年龄之后,人们还是对健康选项不太感兴趣;尤其是当人们时间紧张时,他们快速浏览选项时还是会轻而易举地过滤掉“健康之选”那一栏。
Surprisingly, when a low-calorie dish isn’t separated from the menu, but placed within its appropriate section (a vegetarian sandwich goes under Sandwiches) it has a better chance of being selected, says Parker.
帕克说,出人意料的是,如果低卡菜肴没有从菜单上分出来,而是正常排在菜单里的话,人们往往会更乐于选择。
“If this consumer wants a barbecue bacon cheeseburger, he is going to have to accept the high calorie count that comes with it,” writes Parker. “Assume that a low-calorie option is also in the consumer’s consideration set (perhaps a turkey burger). The consumer knows that he has to give up something in taste to get fewer calories, but a turkey burger is still a burger. Thus, the likelihood that it will be chosen increases simply due to it being included in the consideration set.”
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