دانلود رایگان مقاله انگلیسی بازاریابی جدید برای کشاندن مشتریان رستوران به سمت محیط غذایی سالم برای کاهش چاقی - وایلی 2017

Summary

This review identified and adapted choice architecture frameworks to develop a novel framework that restaurant owners could use to promote healthy food environments for customers who currently overconsume products high in fat, sugar and sodium that increase their risk of obesity and diet-related noncommunicable diseases. This review was conducted in three steps and presented as a narrative summary to demonstrate a proof of concept. Step 1 was a systematic review of nudge or choice architecture frameworks used to categorize strategies that cue healthy behaviours in microenvironments. We searched nine electronic databases between January 2000 and December 2016 and identified 1,244 records. Inclusion criteria led to the selection of five choice architecture frameworks, of which three were adapted and combined with marketing mix principles to highlight eight strategies (i.e. place, profile, portion, pricing, promotion, healthy default picks, prompting or priming and proximity). Step 2 involved conducting a comprehensive evidence review between January 2006 and December 2016 to identify U.S. recommendations for the restaurant sector organized by strategy. Step 3 entailed developing 12 performance metrics for the eight strategies. This framework should be tested to determine its value to assist restaurant owners to promote and socially normalize healthy food environments to reduce obesity and non-communicable diseases.

Conclusion

There is compelling evidence that HFSS food and beverage products frequently purchased at chain and non-chain restaurants increase the risk of developing obesity and dietrelated NCDs. National governments have been reluctant to use legislative and regulatory solutions to compel the restaurant sector to promote healthy default options and to mandate an improved nutritional profile of foods and beverages sold. Nevertheless, restaurant owners have many opportunities to use comprehensive marketing mix and choice architecture strategies to promote healthy food and beverage choices and healthy food environments to customers.

Government agencies have a role to coordinate public policies, legislative and regulatory actions, and civil society organizations can monitor and evaluate the impact of comprehensive voluntary restaurant interventions to hold restaurants accountable for promoting healthy food environments. This policy-relevant marketing mix and nudge framework is a proof of concept that restaurant owners should test for feasibility in a real-life setting to assess whether the performance metrics are realistic and meaningful for each of the eight strategies. This novel framework has potential to promote and socially normalize healthy food environments to reduce obesity and NCDs among populations in the U.S. and other countries.