three vector people's profiles


MAY 2024

This framework helps nudge consumers in your direction across their daily decisions. 

a rainbow gradient of circles

Behaviors nudging us forward

A behavioral nudge is a way to modify or create new behaviors by changing the way choices are presented, and by appealing to the subconscious to enable easier decision making. 

On average, we make 35,000 decisions in one day (no wonder it’s hard to choose dinner!)

The nudges framework for dining

"MA, POP, SIS & Me” is a framework that focuses on nine forces that drive behavior across a variety of contexts, including dining. Nudges can be used in a variety of ways to target guests—some of which you may already leverage.

(M) Messenger

We are heavily influenced by who communicates it to us

(A) Anchoring

We anchor on units that are quickly and easily understood

(P) Priming

Our actions are influenced by prior exposure

(O) Occasion

The subconscious association to specific context in which choices are made

(P) Paradox of Choice

Too many choices create more anxiety than satisfaction

(S) Salience

Our attention is drawn to what is novel, relevant, and easy to understand

(I) Incentive

We value things more when they’re in limited supply

(S) Social Norming

We tend to follow the lead of a group or those similar to us

(Me) Mental Fluency

Choices that are easier to process have a higher perceived value

How to apply nudges

When connecting with guests, consider using:

Messenger - Celebrity endorsement to promote product

Anchoring - Explain the value of bundle deals with terms like “Double/Triple the Value”

Priming - Guests are more likely to order a beverage if it’s presented as a combo

Occasion - More than 50% of fast-moving consumer goods (FMCG) spend is typically done with an occasion in mind

Paradox of Choice - Simplify options—use the Engage Rule of Three (the brain prefers to process info in chunks of three)

Salience - Show simplicity, like featuring the ingredients to illustrate a “healthier” product

Incentive - Use terms like “Limited Time” or “While Supplies Last” to create a sense of urgency

Social Norming - Use terms like “Fan-Favorite” or ”Most Popular” to show regularly purchased items

Mental Fluency - Elevate the offer by creating names for packages/bundles

Infographic showing the words “Ma, Pop, Sis and Me” inside the silhouette of a human head

finding the opportunities

Understanding the touchpoints with guests means more opportunities to nudge them in their purchase choices.



Planned somewhat for well ahead of time

Potential Key Meal Missions:

  • Planned Quick Service Restaurant (QSR) Breakfast
  • Planned Drive-thru Dinner

Nudge Suggestion:

  • Messenger
  • Priming 
  • Occasion
  • Salience
  • Incentive



Browse digital app menu or commute to restaurant

Potential Key Meal Missions:

  • On-the-Road Breakfast
  • Family Dine-in Lunch
  • Unplanned Drive-thru Dinner

Nudge Suggestion:

  • Priming
  • Salience



Placing the digital order or ordering at the outlet

Potential Key Meal Missions:

  • Preorder Dinner
  • Counter Order
  • To-Go Dinner

Nudge Suggestion:

  • Anchoring
  • Priming
  • Occasion
  • Paradox of Choice
  • Salience 
  • Incentive
  • Social Norming
  • Mental Fluency


Discover more through the lens in the articles below.