Purpose

Although restauranteurs hope to incorporate offal or variety meat, in the menu as an attempt to reduce food waste, adopting these ingredients is still challenging due to customer rejections. This study aims to propose potential persuasive sales strategies based on customers’ different information sources to increase organ meat-based menu sales for restaurateurs.

Design/methodology/approach

In this research, a qualitative study was conducted to identify critical factors that show persuasive effects from external, interpersonal and experiential information sources. A total of 20 in-depth expert interviews with professional chefs and restauranteurs were conducted and key persuasive service tactics were analyzed.

Findings

From their experience of persuading customers to try unusual foods, insights about how to alleviate unfamiliar food aversion were obtained. The findings of this study showed that different persuasive sales tactics can be implemented to decrease customers’ aversion to offal and offcuts on menus.

Research limitations/implications

The context of offal is meaningful theoretically because it sheds light on the literature gaps related to persuasive sales strategies for food products with a negative social stigma. Practically, the findings of this study explicitly address that offal usage in restaurants can not only encourage the culinary uniqueness of a restaurant but also contribute to the reduction of food waste by foodservice operations.

Originality/value

This research answers the calls for more research on sustainable food sources in hospitality literature by proposing offal as a potential alternative protein source. The findings of this study can further be used to improve customer acceptance of other sustainable but unfamiliar food items.

中文翻译：

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探索有说服力的销售技巧，以提高顾客对餐厅可持续但不熟悉的菜单的接受度

目的

尽管餐馆老板希望在菜单中加入内脏或各种肉类，以减少食物浪费，但由于客户的拒绝，采用这些成分仍然具有挑战性。本研究旨在根据顾客的不同信息来源提出潜在的有说服力的销售策略，以增加餐馆老板的内脏肉菜单销售。

设计/方法/方法

在这项研究中，进行了一项定性研究，以确定从外部、人际关系和经验信息来源中显示出说服效果的关键因素。共对专业厨师和餐厅老板进行了 20 次深度专家访谈，分析了关键的说服服务策略。

发现

从他们说服顾客尝试不寻常食物的经验中，他们获得了有关如何减轻不熟悉的食物厌恶的见解。这项研究的结果表明，可以实施不同的有说服力的销售策略来减少顾客对菜单上的内脏和下脚料的厌恶。

研究限制/影响

内脏的背景在理论上是有意义的，因为它揭示了与具有负面社会污名的食品的说服性销售策略相关的文献空白。实际上，这项研究的结果明确指出，在餐厅使用内脏不仅可以鼓励餐厅的烹饪独特性，还有助于减少餐饮服务运营中的食物浪费。

原创性/价值

这项研究通过提议将内脏作为潜在的替代蛋白质来源，回应了对酒店文献中对可持续食物来源进行更多研究的呼吁。这项研究的结果可进一步用于提高客户对其他可持续但不熟悉的食品的接受度。