Changing Positions

“Changing Positions” deals with the restructuring of menus from community catering facilities to make meat-free dishes more visible. We use the following three measures: 1. In case dishes are arranged vertically, we use the guests’ edge preference and place meatless alternatives at the beginning and at the end of the respective category (e.g. main dishes). If the dishes are arranged horizontally in their design, the edge preference becomes the edge aversion. Then we place the meatless alternatives as centrally as possible. 2. We remove pictures of meat dishes. This way they get less attention. 3. We change incomplete meat dishes (e.g. a single schnitzel with sauce) to a side dish. This makes meat optional.

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What does the topic mean?

Reducing meat consumption is one of the pillars of the Sustainable Food Environment. The continued high consumption of meat in Germany of about 1 kg per person per year can not only cause health problems for individuals, but also harms the environment and animal welfare. Millions of people eat in a communal catering facility every day and usually have a choice between dishes with or without meat. However, the sales figures often show that “classics” such as currywurst and schnitzel are chosen particularly often, despite good alternatives.

Goal of the nudge

As the operator of a communal catering facility (e.g. a canteen or cafeteria), do you put a lot of energy into offering your guests delicious meat-free dishes in the daily menu? Yet the dishes you create are far less choice than the classic meat dishes? This is where we would like to help you by putting your meat-free dishes in the spotlight and thus reducing the meat consumption of your guests. Of course, without banning your guests from meat dishes.

    Needs analysis

    • Meat consumption and the environment
      The production of meat produces a high amount of greenhouse gases, which accelerates climate change. The demand for agricultural land for the animals and their feed is also high, leading to further destruction of natural habitats as demand increases.
    • Meat consumption and health
      The meat offered in communal catering facilities is often processed meat. Since 2015, this very meat has been classified as carcinogenic by the WHO. In general, meat consumption in Germany is far above the recommendations of the German Nutrition Society.
    • Meat consumption and animal welfare
      For cost reasons, the meat offered in communal catering facilities often comes from farms with factory farming. This is particularly problematic for animal welfare.

    Cause analysis

    • Status Quo Bias

      Based on eating habits passed down, for example, from one's own family and other social norms, it is simply normal for many people to eat meat at most meals. Many people find it difficult to change this status quo or do not even question it. This can lead to people not even considering meals without meat.

    • Perceived Health Bias

      Meat as a food is perceived by many people to be healthier than it actually is.

    • Attitude-Behaviour-Gap

      Many people are aware of the problems of high meat consumption and resolve to eat less meat. However, many people find it difficult to choose a meat-free meal as soon as they feel hungry.

Target Group

Our Nudge is aimed at all communal catering facilities. These are, for example, university canteens or company cafeterias.

Added value of the nudge

  • Easily transferable and inexpensive

    Only the presentation of the menu is changed

  • Environmental and climate protection

    Fewer meat dishes sold are a contribution to environmental and climate protection

  • Healthier guests

    Guests who eat less meat live healthier

CONTACT US

Joshua Hofmann

joshua.hofmann@stud.hshl.de

Victoria Brito

victoria.brito@stud.hshl.de

Tom Löffelholz

tom.loeffelholz@stud.hshl.de