Trust in workplace canteens – using Germany and the UK as market examples.

Abstract

It is estimated, that most employees eat one or more meals per day whilst they are at work, which is forming an important element of their overall diet. However, consumers struggle to make an informed dish decision due to a lack of information provided. Additionally, past food scares in Germany and the UK have created distrust and interest in food information. This study is identifying what is important to consumers, indicating their information needs and establishes the format that is most appropriate for the delivery of food information in workplace canteens in Germany and the UK. Providing consumers with enhanced food information can strengthen the relationship between consumer and canteen operator as well as establish trust in the food served. A mixed methodological, sequential approach was employed. Four focus groups were used to inform the design of a questionnaire (n=317), which tested criteria of importance and types of information provision that are relevant when making food choice in a workplace setting using Best-worst scaling. Through semi-structured interviews (n=10) canteen operators’ views on meeting customer needs and establishing trust in the food served were identified. Informational criteria of importance have been identified whereby, Nutrition, Value for Money and Naturalness are key elements that consumers require to make a decision about dish selection. Consumers fall into different segments; Health Conscious, Socially Responsible and Value Driven and hence rate the importance of certain informational criteria differently impacting on dish selection. Traffic Light Labelling, Information Boxes and Quality Assurance have been shown to be the most favourable way of receiving food information. Consumers align to different segments; Tech-savvy, Heuristic Processors, Brand Orientated and Systematic Processors, hence various communication channels can be explored to most effectively target consumers. This study has provided an understanding of consumers’ information requirements thus enabling canteen operators to be more competitive. The provision of food information that targets different consumer segments can demonstrate shared customers’ values and consequently, evidence operators’ commitment towards a relationship that is based on transparency and trust.