All businesses have the need to market their services and products. One fast food place has taken what I consider to be a step back in it marketing it products. To start off I want yo to know that I have never been to a Burgerville fast food restaurant. I went to their website to do some research.
Burgerville is located in Washington State and Oregon. I looked over their website and it looks pretty darn good. I would definitely go to one at least a "few times" to check it out. The pepper bacon cheeseburger would be something I would be all over. As well as the milk shakes. I love burgers.
The website lets the consumer know that they are an Earth friendly business. They have compostable soda cups and lids. Which I believe is a first for a restaurant. The green color font along with the main page displaying green pasture, blue sky, cows, recycling and wind turbines lets you know that they are taking being an ecologically friendly company seriously.
I recently read that the company on its receipts are displaying the nutritional information of the meal just purchased. This is a unique feature and definitely sets this receipt apart from the usual. The receipt also provides suggestions to reduce fat and calories.
Often in marketing when a client purchases a product they will also receive something usually a preprinted message congratulating the buyer on the purchase and for making a smart decision to do so. This is done to reinforce the buying decision and to reduce buyers remorse. This "anchoring" message reduces the percentage of product returns and customer dropouts.
Burgerville with providing nutritional information after the fact may be setting things up so as to inadvertently boost buyers remorse. If you person who realizes that they should be eating healthier but succumbs to the delicious looking food they will perhaps feel some guilt for not sticking to eating better. If the same person is now faced in addition to the normal remorse, a printed receipt showing them all the calories and fat grams they just purchased and are about to consume, then I bet that the taste of the food will be tainted with the taste of guilt and buyers remorse even more.
I applaud the Burgerville in giving the customers nutrition information. This is good that they care and are helping customers make healthy choices. However, If they lose some customers because the customer had a sudden bout of "eaters remorse" because of the nutritional information that this company placed on the receipt, then this will reduce profits and reduce all the good the company seems to do. I would rather they only suggest changes to the food consumed such as "laying off the mayo will remove 180 calories and 18 grams of fat". Giving the whole shebang of calories consumed may be too much of a shock to those do not buy the healthier items.
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