Study finds simple restaurant table message cuts food waste

Food waste related to individual consumption is a huge problem, posing economic and environmental costs such as soil degradation and biodiversity loss while threatening global food security. Studies have shown that about 75% of food waste in the hospitality industry is avoidable, so there is huge potential to address the problem. So what is to be done?

A new study co-authored by Lucia Reisch, El-Erian Professor of Behavioural Economics and Policy at Cambridge Judge Business School, finds that a message to diners about the salience of cutting food waste at a restaurant reduced the leaving of food waste by 16 percentage points compared to a control group in which 41% left food waste.

The research found no significant effect on food waste from a second message that also informed diners about portion sizes and asking them to reflect on their hunger levels, though the authors say that exploratory findings indicate that this may have resulted in the ordering of fewer dishes.

A cost-effective way to reduce restaurant food waste

“This suggests that simply making guests aware of food waste during their meal choices can effectively reduce it,” says the study published in the Journal of Behavioral and Experimental Economics, and authored by academics in Denmark, Switzerland and the UK. “Implementing simple table tents (folded cards placed on tables) with a message or including reminders in the menu could be a cost-effective and harmless intervention for restaurants to reduce food waste.

Most previous research in this area has taken place in school cafeterias or university canteens in which meals are often quicker and diners have less autonomy in selecting their food choices and portion sizes. Customers at à la carte restaurants, in contrast, typically select from a wide range of menu options. “Food choices in restaurant settings occur in a particular context,” say the authors. “For instance, work lunches might take place under time pressure, while people at a private dinner might choose their food with more time but with a rather hedonistic mindset.”

The study was conducted at a public restaurant in Copenhagen owned by the municipality of Copenhagen, and the final sample included 285 diners with an average age of 49, with 62% of them female. The restaurant was chosen because its management supported the researchers’ interest in reducing food waste, and the municipality was partner in the research funded by Novo Nordisk Foundation. Guests chose dishes from an à la carte menu, and the food is served at tables to a mixture of local and international guests who were unaware of being part of an experiment.

Empowering diners: ‘You can help’ message makes an impact

Placed on the tables were folded cards, printed in Danish and English, that said: “We are committed to reducing food waste – You can help!” – while noting further that: “About one-third of all food produced for human consumption is wasted every year. As our beloved guest, you too can make a difference and avoid leftovers.”

The cards also indicated the portion sizes of different dishes and said: “To avoid waste, it can be helpful to think about how hungry you actually are before ordering.”

“The study generates valuable insights for policy recommendations,” says the study. “Policies could focus on increasing food waste salience campaigns at the restaurant, city, or national level. Further, by providing clear, accessible information on portion sizes, restaurants may help diners make more informed choices.”