ACTUALITÉS WEB ANALYTICA
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Infographic: influence in the restaurant industry
Infographic: influence in the restaurant industry
A recent study, conducted with third-party research firm YouGov, examined the impact of today’s most influential channels in the restaurant industry. What did we discover?
Our “Influence in the Restaurant Industry” report found that when it comes to discovering new restaurants to dine at, over half of Americans (54%) rely on their friends and family to make a recommendation. But what does that mean for you?
It’s more important than ever to focus on providing exceptional experiences to each and every guest that walks through your front door. With guests relying most heavily on… [Read more…]
‘Find your passion’? That’s bad advice, scientists say.
How personal development fires back and does the opposite it says
“Find your passion” — it’s a mantra dictated to everyone from college students to retirees to pretty much anyone seeking happiness.
But according to a forthcoming study from Stanford and Yale-NUS College in Singapore, it’s actually bad advice — and may actually make it harder for people to figure out what they love to do.
Why? The idea of “finding” one’s passion implies that people have built-in interests just waiting to be discovered, and if you can simply figure out what they are you will magically be able to embrace them, says the study, which will be published in the journal Psychological Science.
But people with that mind-set are more likely to give up on their newfound interest when they hit the inevitable roadblock, the study found.
Slowing down to design a better sign
Of the many ways that cities try to get drivers to reduce their speed, traditional iterations of the “Slow Down” sign like the ones above may be the most useless, and borderline harmful. These signs often display a disregard for basic wayfinding and legibility, and rely on overly complicated messaging.
Suivre la page d‘une marque ne crée pas l’engagement
Il ne suffit pas qu’un membre de réseau social suive ou aime une marque pour qu’il lui devienne fidèle. En effet, sur les 52% de consommateurs en ligne nord-américains qui suivent la page d’une entreprise sur les réseaux sociaux, presque un tiers d’entre eux l’abandonne par la suite. C’est ce que montre une étude de…
Emotional intelligence is a mix of well-known factors with a brand new name
Some say that emotional intelligence (EI) is a good predictor of people’s job performance. The idea is that if you are more emotionally intelligent — which means that you can understand and regulate your emotions, and empathize with others — you will perform better. Many have been skeptical about this statement, which is why independent scientists tried to verify this relationship with a rigorous study…
“La mer commence ici”, Collioure communique contre les déchets sauvages
L’idée est simple mais efficace, elle consiste simplement à poser des plaques avec le message « La mer commence ici ». L’objectif est clair, éviter que des mégots de cigarettes ou tous déchets ne finissent dans la magnifique baie de la station balnéaire. Ces plaques ont été mises en place près des grilles d’évacuations des eaux de pluies.
Cette initiative a été mise en place car il y a encore beaucoup… [Lire la suite…]
How you could be killing your favorite restaurant
How you could be killing your favorite restaurant (and other thoughts on the food delivery industry)
We live in an age of convenience and companies like Seamless, PostMates, DoorDash, cater to this zeitgeist. Gebni even offers the very same services.
However, there is an important distinction to be made.
In the rush to monopolize and monetize an industry, these companies have neglected an entire side of market, a side that is just as important as the customers that they serve — the restaurants themselves.
Food delivery is an industry that’s growing at an incredibly fast rate. Almost 60% of U.S consumers have ordered takeout at a restaurant in the past six months. On top of that, the restaurant industry itself is almost a half a trillion dollar a year industry in the U.S — and the portion of that representing food delivery is only increasing.
In addition to that trend,… [Read more…]
Promote Loyalty, Not Discounts
We spoke to Donald Burns (aka The Restaurant Coach™) to learn why loyalty programs are a much wiser path to success than giving away your product.
CREDIBLY: What’s the main problem with a restaurant using coupons to attract customers?
DONALD BURNS: I find that people who use coupons are loyal only to the coupon. They’re not loyal to the restaurant or the brand, they’re only loyal to the deal they can get. I use this example a lot: Have you ever gone to Apple and gotten a steal on iPhones? Never. Why is that? They think their product is so good that it’s worth every penny. Their price is tied to their reputation. When you discount your product you devalue your brand.
CREDIBLY: Is there any scenario for a restaurant owner when using a deal service like Groupon or LivingSocial makes sense? I see a lot of newer businesses do it just to spread the word about themselves.
DONALD BURNS: I don’t think there’s any situation where a discount for a restaurant is a good idea. The margins in restaurants are… [Read more…]
Consumers do not trust food labels and they have good reason
The European Consumer Organisation (BEUC) has called for the European Union to toughen up rules governing food labelling in order to stamp out what it described as the “misleading tricks” used by food makers to “sugar-coat” the quality of their products.
The BEUC, which represents consumer organisations from ten countries, suggested that the problem stems from a lack of EU rules defining terms like ‘artisanal’ or ‘whole grain’… [Read more…]
Calorie counts on menus are going to be mandatory
It’s finally happening. After nearly a decade of delays, Trump’s Food and Drug Administration is implementing an Obama-era policy on Monday that will require restaurants and other food outlets with 20 or more locations to post calorie counts.
Any big chain — from grocery stores to movie theaters, amusement parks to vending machines to restaurants — will have to show how many calories come with their sandwiches, popcorn, cocktails, beer, wine, and french fries. Up front. Right on the menus… [Read more…]
Link to the study investigating the effect of calorie counts on customer’s reactions and behaviour
The Exact 3 Closing Words That Maximize Email Results
How to end your emails to maximise reply likelihood
If you’re like most people, you write a LOT of emails. And, you probably spend your time focusing on your email’s contents while giving little thought to your closing. However, a new study from email software provider Boomerang suggests that the way you end your emails is a lot more important than you think.
The study looked at the closings for over 350,000 email threads and compared the response rates. Many of the emails were asking for advice or help, and thus were expecting a reply… [Read more…]
VIEWING YOUR NATION’S FLAG INHIBITS TAX EVASION
A familiar image that reminds us of our identity as a citizen can inspire us to pay our taxes
Income taxes are about to come due, which means many Americans are frantically searching for ways to avoid paying their fair share. Given that such cheating only increases the burden on the rest of us, a simple way to spur people to pay up would be widely welcomed.
New research points to just such a plan. It reports citizens of both the United States and Great Britain were less likely to engage in tax evasion if they had been exposed to their national flag.
The results, along with those of a similar study of Australians, suggest… [Read more…]
Nudges are Cheap in the Same Way Medicines are Cheap
On the costs and benefits of nudges
In the majority of presentations on applied behavioral science, it is strongly emphasized the fact that Nudges are low-cost (cheap) interventions/ changes that have a disproportionally large impact on the desired outcome.
I believe that this is, mostly, an exaggerated claim. Nudges are cheap in the same way medicines are cheap. Manufacturing one pill doesn’t cost much, and the pill, usually, is highly effective in achieving the desired outcome.
In the case of Nudges, behavioral interventions such as changing the default option, adding social comparisons, and rewording of a message are or, at least, seem cheap. But, there are at least three big categories of not-so-obvious barriers to adopting behavioral interventions. [Read more…]
Is Your New Website Layout Killing Your Engagement?
Is your new website layout killing your engagement?
There’s a popular new trend in website layouts that may be having the opposite effect its adopters are hoping for.
You have probably run across a new breed of sites that are moving away from the old-fashioned vertical page layout (as shown on left) towards a neat and elegant, modern looking horizontal page layout (as shown on right).
We are seeing this layout more and more as web designers try to stay up-to-date with what they see as important changes in the industry. But how effective is this horizontal layout? When one large content and information website recently unveiled its new horizontal design, I absolutely loved it.
The layout was modern and elegant, and I intuitively assumed that… [Read more…]
The tricks & nudges being played on you by UK roads
Among the most striking examples to appear in towns and cities around Britain are the ladder and tramline patterns that mark the start of shared cycleways and footpaths. A horizontal pattern of raised lines going across the pavement tells blind pedestrians they are on the footpath side; raised lines running along the direction of travel indicate the side designated for cycles. A wide, raised line divides the two. “These tell me straight away which side of the path I should be… [Read more…]
Avoid the ‘V’ word, and other tips to boost meat-free and dairy-free sales
Psychology and marketing meet to improve satisfaction & sales
Plant-based proteins may be booming but if sustainable eating is to become mainstream – and companies are to maximise sales – they should avoid vegan or vegetarian labels, says the executive director of the Good Food Institute (GFI).
Non-profit organisation, the GFI works with scientists, investors, entrepreneurs and food marketers to make the food system more sustainable by promoting plant-based alternatives and clean meat.
“We recommend companies avoid any ‘v’ word and focus instead on the health value of the product, the protein content and so on” co-founder and executive director Bruce Friedrich told FoodNavigator.
“Labelling a product ‘vegan’ or ‘vegetarian’ is taken to mean it is only for vegans or vegetarians“.
Researchers at the London School of Economics found that when vegetarian items were moved from the menu’s vegeterian section and…[Read more…]
Food labelled as snack vs meal generates unhealthy over-consumption
Food labelled as snack vs meal generates unhealthy over-consumption
Labelling food as a snack rather than a meal, or packaging it as a snack leads to people eating “significantly more”, researchers say, and they are calling on industry to change the way it markets food for the sake of public health.
Researchers from the University of Surrey gave 80 women an identical pasta dish that was labelled either as a snack or a meal. They were allowed to choose between cooked cheese and tomato pasta or tuna and sweetcorn pasta, according to their personal preferences. Both varieties were equal in weight and calories.
Participants either ate it as a snack – from a plastic pot and with a plastic fork – or in ‘on-the-go’ conditions standing up, while the meal group were allowed to sit at a table and eat the pasta from a ceramic plate using metal cutlery.
Individuals were then invited to eat an… [Read more…]
Neuro-menus and restaurant psychology
How restaurant sales can be improved by simply re-organizing menus
Restaurants are great test labs for testing neuromarketing techniques. It’s easy to change offerings, menus, and pricing, and one gets immediate feedback on what’s working and what’s not. One technique I’ve written about from a product standpoint but which is also used by restaurants is decoy pricing.
Decoy Pricing
In Decoy Marketing, we learned that adding an inferior but similarly priced product to one’s lineup can boost sales of the better product, and in More Decoys: Compromise Marketing we found that an expensive product added at the top of one’s line may not sell well but can boost sales of the cheaper products. These same techniques can be applied to… [Read more…]
De l’inefficacité des programmes de bien-être au travail
Résultats d’une étude scientifique sur l’inefficacité des programmes de bien-être au travail
Les dépenses en soins de santé ne cessant de grimper dans nos sociétés modernes ces derniers temps, politiciens, assureurs et employeurs ont cherché le meilleur moyen d’enrayer cette fâcheuse tendance. Résultat? Une des solutions les plus prisées consiste à inciter les employés à suivre des programmes de mieux-être, pour se remettre en forme, pour manger plus sainement, pour arrêter de fumer, etc. Et une nouvelle industrie est née en un clin d’oeil, celle du mieux-être : chez nos voisins du Sud, elle a vu sa taille tripler depuis 2010, pour atteindre aujourd’hui quelque… 8 milliards de dollars américains!
La question saute aux yeux : «Les programmes de mieux-être au travail, qu’est-ce que ça donne?» Oui, sont-ils efficaces, en ce sens qu’ils permettent vraiment aux employés de gagner en santé et en bien-être? En ce sens encore que les employés gagnent, du coup, en efficacité, voire en productivité, au travail? En ce sens enfin que les employeurs en sortent gagnants, eux aussi, grâce à un beau retour sur l’investissement? C’est que lorsque surgit de nulle part, ou presque, une industrie de plusieurs milliards de dollars, elle a intérêt à tenir ses promesses…
Bon. Vous êtes bien assis? Parce que j’ai la réponse à cette interrogation lourde de conséquences. Si, si… Et cette réponse est clairement… négative. Les programmes de mieux-être ne donnent rien! Ni pour les employés ni pour les employeurs. Explication… [Lire la suite…]
LE NUDGE : UN NOUVEL OUTIL AU SERVICE DE L’ACTION PUBLIQUE
Le Nudge : un Nouvel Outil au Service de l’Action Publique
Fondés sur les enseignements de la psychologie et de l’économie comportementale, les « nudges » permettent d’influencer en douceur les comportements. Utilisés pour guider les usagers dans leurs démarches administratives, ils peuvent ainsi, par exemple, encourager sans contraindre le recours au numérique. Plus largement, les nudges peuvent être utilisés pour faciliter les relations entre administrations et usagers ou prévenir les comportements à risque.
Nos décisions individuelles sont influencées par le contexte, nos automatismes et notre inconscient. C’est le postulat du « nudge », ou « coup de pouce », démarche à la croisée des sciences comportementales et de l’économie. Sortant ainsi du prisme habituel du calcul coût / bénéfice qui prévaudrait dans la prise de décision, ce nouvel outil permet de définir un processus de choix qui tiendrait compte de… [Lire la suite…]
The Psychology Behind the McDonald’s Restaurant of the Future
The psychology behind the McDonald’s restaurant of the future
Back in 2015, McDonald’s was struggling. In Europe, sales were down 1.4% across the previous 6 years; 3.3% down in the US and almost 10% down across Africa and the Middle East. There were a myriad of challenges to overcome. Rising expectations of customer experience, new standards of convenience, weak in-store technology, a sprawling menu, a PR-bruised brand and questionable ingredients to name but a few.
Breaking through the limits of value-engineering
McDonald’s are the original fast-food innovators; creating a level of standardisation that is quite frankly, remarkable. Buy a Big Mac in Beijing and it’ll taste the same as in Stratford-Upon Avon.
So when you’ve optimised product delivery, supply chain and flavour experience to such an incredible degree — how do you increase bottom line growth? [Read more…]
La vérité scientifique à propos de l’effet des réseaux sociaux sur nos comportements et notre santé
Mobile-déprime et e-anxiété, quand les réseaux sociaux nous rendent malades
Si le smartphone fait partie de notre quotidien et rend de nombreux services, de récentes recherches montrent qu’il présente des risques dont ses utilisateurs doivent se méfier. Les personnes qui l’utilisent très fréquemment, adolescents comme adultes, seraient davantage anxieuses et déprimées. Il peut également rendre « addict ».
Le smartphone est aujourd’hui omniprésent dans nos vies : 58 % des Français déclarent avoir leur mobile 24 h sur 24 h avec eux ; 41 % le consultent même au milieu de la nuit et 7 % vont jusqu’à répondre à leurs messages dans leur lit.
Dans une récente synthèse des recherches menées sur les grands usagers des smartphones et des réseaux sociaux, les chercheurs ont mis en évidence une plus grande probabilité de souffrir de certains problèmes psychologiques : anxiété, dépression et addiction.
Les réseaux sociaux sont l’objet d’un étonnant… [Lire la suite…]
Sonder l’humeur des salariés, pour quoi faire?
“Bonjour, comment ça va?”. Ce n’est pas en posant cette question à la cantonade qu’un manager ou un responsable RH peut réellement savoir si les équipes se sentent bien au sein de leur entreprise. Or connaître le ressenti de ses salariés est essentiel pour détecter les signaux faibles qui peuvent nuire à la qualité de vie au travail, ruiner leur motivation et au final, peser sur… [Lire la suite…]
La SNCF, première en France à tester la méthode de persuasion douce dite du “nudge”
La théorie du “Nudge”, une expression inspirée de l’anglais, comme souvent impossible à traduire mot à mot. Disons plutôt que l’image est un peu celle du “coup de pouce”. Un “coup de pouce” destinée à inciter, à orienter … à aider l’individu à prendre la bonne décision sans l’y obliger, sans qu’il s’y sente contraint, presque sans qu’il ait le sentiment qu’on l’y a invité. [Lire la suite…]
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