Browsing by Subject "customer guidance"

On a global scale the amount of meals consumed outside home setting continues to increase, which means that food service sector has a significant role in reaching global sustainability goals. Finland has a long tradition of public food services and a significant part of Finnish people enjoy a government-subsidized daily lunch. As a student restaurant UniCafe participates in Kela-funded meal scheme, thus UniCafe’s meals follow Finnish Nutrition Recommendations’ nutritional criteria for meals. This research examines the ways UniCafe guides its customers to making environmentally sustainable choices in their restaurants. This thesis also reviews UniCafe’s environmental sustainability measures, most significant of which are offering sustainable meal options, sourcing responsible ingredients and products, proper waste sorting and reducing food waste. This research also dwells in to the reasons behind these environmental measures and examines UniCafe as a forerunner company in the food service sector. The level of acceptability of different customer guidance ways are also evaluated on a general level and within UniCafe clientele. This research was conducted via qualitative case study research approach. The data for this research was col-lected via semi-structured theme interviews by interviewing UniCafe and Ylva restaurant and support services staff. Additionally, primary research data also comprised of Ylva’s online publications on responsibility and business operations. The data was analyzed by qualitative theory-guiding content analysis. According to the results, UniCafe is a forerunner company due to its unique customer and ownership base. UniCafe is expected to take environmental sustainability into account in their daily operations and selections. Five different customer guidance ways used by UniCafe were identified in this research: forced choice re-striction, choice editing, nudging, financial incentives and informational strategies. Most UniCafe customers accept the use of these different customer guidance methods but UniCafe perceives forced choice restriction as problematic, particularly on campuses that do not have many UniCafe restaurants. The results show that UniCafe guides its customers in many ways to promote environmental sustainability of their operations and their customers. In addition, the results confirm that methods such as informational strat-egies are perceived as more acceptable but simultaneously less effective than methods that restrict freedom of choice. In general, UniCafe customers approve environmental sustainability measures and customer guidance. On the other hand, UniCafe’s unique position in the student lunch market in Helsinki metropole area means that the results of this research cannot be generalized to apply to other food service sector operators.