Menus of Change General Session 3 Changing Consumer Behaviors and Attitudes
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1 Menus of Change General Session 3 Changing Consumer Behaviors and Attitudes Bringing Menus of Change to Life Google Food Michiel Bakker June 18, 2015
2 Today s menu Introducing Google Food The CIA & Google Food partnership Bringing Menus of Change (MOC) principles to life: The demonstration projects Our findings Key takeaways
3 A sneak peek How might we move users to a balanced, plant-centric diet using MOC principles for inspiration? We explored the impact of: Globally inspired menus Right-size portions Designing operations for the future (New) culinary skills that support making vegetables delicious and desirable Plant-centric merchandising and more.
4 Introducing Google Food
5 What fuels Google?
6 Our Mission To inspire and enable the Google community to make food choices and enjoy food experiences that support them in being their best. Our Vision To inspire and enable the world to make food choices and use food experiences to develop more sustainable lifestyles and communities
7 One Google Food Team with a common mission and vision 100,000+ Meals served per day 45 Catering partners 170+ Cafes 700+ Micro- Kitchens 50+ Countries By the Numbers
8 Google Objectives for our Food Program Happy, healthy talent Engagement Team members Google Work Supporting Google s businesses Productivity and performance Innovation Product showcase Sales Casual and intentional collisions 8
9 At the intersection of Google and Googlers Google Objectives Happy, healthy talent Casual and intentional collisions Engagement Supporting Google s business Google Food Googler Needs Belonging Ease Harmony Balance Inspiration 9
10 How can we help people to be at their best today, tomorrow and over the long haul through food (experiences)?
11 Enablement
12 KitchenSync (Teaching Kitchen)
13 CIA & Google Food: A shared vision
14 How might we use the Menus of Change (MOC) principles as our guide to move our users to a more balanced, plant-centric diet?
15 Bringing MOC principles to life
16 Activating MOC with our partners & chefs
17 Using Menus of Change principles in our unique environment Goal: Move users to a more balanced, plant-centric diet Mountain View
18 Focus on specific Menus of Change principles Menu Concepts & General Operations Globally inspired, largely plant-centric Whole, minimally processed foods Right size portions Design operations for the future Food & Ingredients Think produce first Whole intact grains Nuts and legumes to the center of the plate More kinds of seafood Red meat: smaller portions, less frequently
19 Root Cafe 1st Iteration Cafe concept evolution
20 Root Cafe 1st Iteration The Flip : from self-serve to pre-portioned animal protein
21 Root Cafe 2nd Iteration Culinary interaction & guided customization
22 Root Cafe 2nd Iteration Plant-centric merchandising
23 Backyard BBQ Cafe Culinary techniques
24 Backyard BBQ Cafe Balanced, plantcentric combo & demo plate
25 Backyard BBQ Cafe Signage & seductive labeling
26 Summary: MOC principles explored Root Cafe Blaze Cafe Backyard BBQ Cafe Cafe concept evolution Right-size portions: Flip animal proteins Low-trophic seafood Whole grains Plant-centric visuals Culinary interaction Guided customization Cafe design flow Cafe concept evolution Curated salad bar New service model Culinary interaction Cafe design flow Priming signage Cafe concept evolution Right-size portions: Combo plate Plant-centric visuals Seductive menu labeling Culinary interaction Chef to users Cafe design flow
27 What did we find?
28 Our users were nudged to make better choices I really liked the chicken on the kale, I m not just going to eat kale but I ll eat it like that. I really liked how the menu today was unique. Everything was delicious, and I felt very satisfied after my meal. The composed salads are nice because they are different from what I make at a salad bar. If there was a salad bar, then my salad would always be the same. I haven t been to Root in a long time, and I honestly can t remember why I came here today but it was the best meal I have had here. I don t know what changed but I absolutely loved it.
29 Our chefs were inspired and surprised how easy it was I was surprised how easy it was to get people to eat more vegetables...just through using new cooking techniques and flavors for vegetables, focusing on creative menu writing, the plated dish and culinary interaction with the user... it feels special and the issue of where is the meat is not even being discussed! Bottom line: Good food is GOOD FOOD... there are no boundaries!
30 Our chefs were inspired and surprised how easy it was Normally the vegetarian items don t pull in the crowds but with the new flavors, presentation, and culinary interaction we found that Googlers are taking vegetables more often.
31 Over six months at Root Cafe, we found a... 20% reduction of animal proteins purchased (in lbs.) 11% reduction in food cost
32 At Backyard Cafe, the changes are showing positive trends... 87% increase in vegetable consumption with VERY meat centric user group (pilot week average) Most effective drivers of choice: Chef recommendations Watching Chef cook Visual display Menu labeling
33 Key takeaways
34 Globally inspired, balanced, plant-centric menu concepts support users in making better choices Key Takeaway Next Step Global cuisines using new culinary techniques/flavors inspired users to try vegetables (some for the first time!) Chefs were surprised how powerful presentation & seductive menu labels were in nudging toward trying vegetables Using recipes gave chefs time back to focus on menu development and learning about new global flavors Culinary tools/trainings to support vegetable preparation and culinary interaction Developing menu management tools/analytics to support chefs in designing globally inspired, balanced, plant-centric menu options Moving to a recipe based model to help scale globally
35 Right-size portions using the Flip & combo plates Key Takeaway Increased vegetable consumption while reducing animal protein by pre-plating right-size portions vs. self-serve Cost savings can be transferred to other areas like labor for plating and/or smallwares Next Step Building tools and guidelines to standardize the Flip and combo plate as ways to define right-size portion expectations for our operations
36 Designing operations for the future to nudge users toward healthier plant-centric options Key Takeaway The following features can impact choice: Culinary interaction (watching chefs cook your meal; chef recommendations) Plant-centric merchandising for priming Thoughtful menu planning and menu labeling Guided customization Placement/size of plates, service design/flow, etc. Next Step Creating behavioral science based cafe guidelines to operationalize MOC principles from our findings
37 Stay tuned as our journey continues
38 Questions? Come talk to our team MOC Scott Giambastiani sgiambastiani@google.com Google Food - Global Program Chef & Operations Manager Michelle Hatzis, PhD Mhatzis@google.com Google Food - Health and Wellness Manager Helen Wechsler wechslhe@google.com Google Food - Mountain View Regional Manager Kristen Rainey kmrainey@google.com Google Food - Global Vendor & Supplier Relations Manager Kimberly Tran trank@google.com Chef - Compass Kelsey McNamara kmcnamara@google.com Google Food - Global Program Operations Coordinator (Project Manager for CIA demonstration projects) 38
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