[From my January 7 column in the Colchester Bulletin]
A couple of months back, I wrote in my column about this wacky idea I had: unhealthy options. Essentially, it is about changing the default situation to providing healthy meals and offering unhealthy alternatives, instead of the other way around. In practice, I was proposing that fast food chains routinely include fruit and milk with kids’ meals, offering the fries and soda as an option. The hypothesis is that the majority of people will simply stick with the default, for a variety of reasons, and automatically eat healthier; actually, this theory bears itself out in virtually every scenario in which it is studied.
Not content to simply throw the idea out there, I wanted to see if this proposal might have some legs. Soon thereafter, I met with the managers of Colchester’s local McDonald’s and Wendy’s and discussed the idea to see if they might be receptive to an experiment along these lines.
Not surprisingly, it was not an easy sell. One of the great things about chain restaurants is their consistency: no matter where you go, you know you’ll get the same products and services. Of course, the downside to this is that there is very little room for change or variation. If something does not improve the brand’s image and/or bottom line, it is unlikely to be adopted.
Fortunately, this proposal has the potential to do both. In today’s health-conscious world, businesses seemingly fall over each other to promote their latest and greatest efforts to be healthy, “green” and generally earth-friendly. By advertising an effort such as this to improve the overall health of its customers, these companies could certainly score big points.
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