Leave Diners with Leftovers

When a restaurant server offers to wrap leftovers before presenting the check for the meal, diners are more likely than otherwise to become repeat customers. A group of Iona College researchers explored the how of this finding.
     People are less likely to take leftovers when they need to ask the server to wrap them than when the server initiates the offer. They also are less likely to either make or accept the request when dining with people they are trying to impress. The reason is shame. Years ago, diners who are now senior shoppers would rationalize taking the leftovers by saying they wanted a “doggy bag.” A way around this is for the server to first address the offer to take leftovers at the person at the table who seems to be most socially dominant. When that person accepts the offer, the hesitation on the part of the others disappears. This requires servers to attend to the table’s interpersonal dynamics.
     As the restaurant operator, pay attention to containers in which you package the leftovers. Having it recyclable reinforces the social consciousness of reducing food waste, so further eases any embarrassment at carrying the leftovers. The package is also an opportunity to feature your restaurant during carrying. Put the name and location on the container or the bag holding the container. Those passing by will consider it as a dining recommendation, and the customers will be reminded of the good feelings when finishing off the remains.
     Researchers at Drexel University were also interested in the marketing of leftovers. In their, case, though, it was a category of foods called VASP for value-added surplus products. VASP are foods created using byproducts from the manufacture of other products. These byproducts are then turned into something new. For example, “spent grain from beer brewing can be dried and made into granola rather than being discarded. Carrot peels can be dried and added to a powdered soup mix.”
     That was the description presented to a group of consumers who were then asked what would increase their interest in VASP. A principal finding was that there wasn’t much resistance to purchasing or consuming such foods. The acceptance was particularly good when benefits to the environment and social responsibility in reducing food waste were highlighted. Of the names proposed to the consumers to replace the strange sounding “VASP,” the consumers’ favorite was “upcycled.”

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