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All-You-Should-Eat

3/10/2017

19 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

People don’t like limits.  We've seen signs of such distaste recently as Sprint, Verizon, and other cell phone carriers have competed to give consumers the best unlimited data plans.  If people can use all the data they want for a flat fee, shouldn’t food afford the same option?  Of course, many restaurants do offer ‘all-you-can-eat’ alternatives; the question is ‘should eating be endless?’
 
Olive Garden and IHOP are two national restaurant chains that recently offered specific all-you-can-eat specials.  Olive Garden had its “Never Ending Classics,” which allowed consumers to eat all of the spaghetti with meat sauce they could for $11.99, while other entrées, like fettuccine alfredo, lasagna, and chicken parmigiana cost a bit more.  For the extra fee consumers could keep refilling with different selections, as well as eat limitless breadsticks and soup or salad.

IHOP’s special was even simpler.  For $9.99, customers could consume their fill and more of plain pancakes.  The restaurant also offered some other options with finite sides of sausage and hash browns for about the same price.  Such tempting treats led some consumers to hold their own hotcake-eating competitions to find which friend or coworker could do the most damage to IHOP’s pancake promotion.
 
Like Olive Garden and IHOP, TGI Friday’s has employed a limited-time, all-you-can-eat special: Endless Apps.  The chain has now decided to make the option permanent, proclaiming “Endless Apps are Back for Good.”  So, for the foreseeable future, patrons can purchase an infinite flow of appetizers like BBQ chicken flatbread, mozzarella sticks, and fried pickles for $10 each.  Even some sports teams, like the Philadelphia 76ers and the Pittsburgh Pirates, have instituted endless food plans for fans.
 
The point is, all-you can-eat options are pretty common.  In addition to these national players, there are all sorts of local and regional restaurants that provide limitless food for a flat fee.  Chinese buffets and pizza buffets are among the most common purveyors.  Of course, the purpose of Mindful Marketing is not just to summarize such practices but to answer the ‘should’ question.  So again, should restaurants offer all-you-can-eat options?
 
The main ethical issue this question seems to elicit is that of gluttony: the “excessive ongoing consumption of food or drink.” While we might want to minimize such behavior (“Everyone overeats at times”) it’s worth noting that gluttony has long been recognized as one of the “Seven Deadly Sins,” alongside the likes of greed, wrath, and sloth.

In terms of personal impact, it’s pretty easy to understand how gluttony can be harmful to one physically, e.g., extra weight puts more strain on organs and joints.  There also are likely negative social and psychological consequences; for instance, others might not find the gluttony very appealing, and individuals who routinely overeat may not feel good about themselves.
 
On a society level, the United States continues to face an obesity epidemic, which carries billions of dollars of financial costs.  Here are some specific stats from the 2009-2010 National Health and Nutrition Examination Survey, which studied American obesity:
  • More than 2 in 3 adults are considered to be overweight or obese.
  • More than 1 in 3 adults are considered to be obese.
  • More than 1 in 20 adults are considered to have extreme obesity.
  • About one-third of children and adolescents ages 6 to 19 are considered to be overweight or obese.
 
Of course, overeating is not the only cause of obesity; other factors like genetics can play a role.  Still, “the most common causes of obesity are overeating and physical inactivity.”  The question that remains, then, is whether all-you-can-eat options bear some responsibility for this overindulgence.
 
In my book Honorable Influence, I identify “encouraging overindulgence” as one of the “Seven Sins of Influence” that marketers must avoid.  More specifically, I suggest eight questions that can help determine, in a specific situation, whether the marketer is abetting excessive consumption:
  1. Are non-marketing factors unlikely to be encouraging overindulgence?
  2. Is the overindulgence widespread among members of the market?
  3. Are the market’s consumers particularly prone to overindulge?
  4. Are the market’s consumers especially susceptible to marketing influence?
  5. Do members of the target market have difficulty affording the product?
  6. Does one-time consumption of the product represent overindulgence?
  7. Does the product have addictive properties or non-satiating tendencies?
  8. Do specific marketing tactics explicitly promote overindulgence?
 
The idea is that “yes” answers indicate the marketer may be to blame, whereas “no” answers suggest that consumers are responsible for their own excesses.  As I consider these questions for all-you-can eat restaurants, I find myself answering “no” nearly every time, for example:
  1. No, non-marketing factors are likely to be encouraging overindulgence.  For instance, people often eat meals out with others, and if one person goes back for ‘thirds’ or loads up on luscious desserts, others are more likely to follow suit.
  2. No, the overindulgence isn’t necessarily widespread in the target market.  Many people who go to buffets or other all-you-can eat restaurants show restraint and eat reasonable amounts.
 
The one question that does give me some pause is #8, not for every all-you-can-eat restaurant but for a few that do things like Captain George’s in Williamsburg, VA does.  Captain George’s puts out a truly spectacular spread that it touts as one of the “Top 12 All-You-Can-Eat Seafood Buffets in America!”  The restaurant also charges adults $34.99 for the opportunity to partake in the overwhelming selection.

So, what’s the problem?  When a person pays more than three times the price of the average Chinese buffet, one feels especially obligated to keep eating—I know from firsthand experience.  Early in our marriage, while vacationing in Williamsburg, my wife and I dined at Captain George’s on the recommendation of others.  At one point we were about to leave, but we talked ourselves into staying and eating more because we had paid so much for the extraordinary eating experience.  We finally stumbled out of the restaurant in pain from having consumed too much.
 
Did Captain George’s force us to forgo restraint?  No, we fed ourselves more than we should have.  At the same time, though, the restaurants’ product and pricing tactics really encouraged this kind of overindulgence.  I’d bet that many people who dine at Captain George’s make the same “gut-wrenching” mistake we did.
 
Still, I maintain that Captain George’s is more the exception than the rule.  In most all-you-can-eat restaurants, it’s significantly easier for people to leave before they’ve overeaten because they’ve paid much less.  Our family sometimes goes to a Chinese buffet that charges about $9 for lunch.  The food is great, and when I start to feel full, I have no problem calling it quits because I believe I’ve already gotten good value in the exchange.
 
Yes, there are some unprincipled marketers who do things that hurt consumers, but most marketers understand the idea of mutually beneficial exchange and take their customers’ best interests to heart.  As consumers, we are also accountable for our own consumption.  Sometimes that means not eating everything we could.  Ultimately, this means that all-you-can-eat options can be “Mindful Marketing.”


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19 Comments
Timothy Dong (Tianhao Dong)
3/26/2017 01:19:35 am

All-You-Can-Eat marketing strategy is turning into an outdated idea to attract more consumers. As one can see from the percentage of overweight people in our society nowadays, people are aware of this serious issue and they are trying to have a better habit on the aspect of eating and working out. I also had an experience of eating at a All-You-Can-Eat Korean BBQ restaurant with my homies. I have to say this kind of marketing strategy does attract us in the beginning, but it is effective and long-run strategy for consumers to come back. After consuming a lot of meat, I felt really guilty of too much food I had. Therefore, the healthy tendency in our society will hurt this marketing strategy in long-run business.

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Kyle H.
3/26/2017 05:39:17 pm

I think some great points were made in this article. However, I do think that the responsibility lies fully on the consumer. Our society makes it acceptable to place the blame for bad choices or problems on external circumstances. Many people could change their lifestyle of overeating simply by taking responsibility for their actions and being serious about change. Also, people need to know their weaknesses. If someone knows they have a problem with overeating than going to a buffet probably isn't the best idea. In a capitalistic society, competition among these restaurants is ultimately good for the consumer.

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Sophie S.
3/27/2017 02:08:15 am

I think this posting makes some really good points. I generally agree that I think that consumers are responsible for their own consumption. Often times consumers find ways to take advantage of all you can eat deals in ways that are not necessarily unhealthy. However, I have trouble releasing the marketer of all responsibility. I think that generally the all you can eat deals encourage mass over indulgence and contribute to a culture of gluttony that has made the population very unhealthy. It is the consumers responsibility to make sure that they are making healthy decisions but the marketer should not be released of the ethical responsibility of encouraging over indulgence. The same way we would view a company that encouraged sexual promiscuity or "overindulgence" in that area of their life.

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Maris
3/27/2017 02:30:50 am

This article is completely counter cultural. Most people figure that if an excess amount of a good thing is offered, then they do not want to waste the opportunity to take advantage of the deal. Furthermore, the deal might not be as great as people suggest it is. Many all-you-can-eat restaurants do not provide meals with much nutritional value, and if there is, there are very few items to eat. That is why 1 in 3 adults have the condition of obesity. It is incredibly sad to see this rampant effect of obesity changing many people's lives. Americans specifically struggle with being satisfied with the bare minimum. For example, the infamous "Double Big Gulp" invented by 7-11 left not only many people in disbelief, it left many people with a skewed sense of what a proper drink amount is. The drink could hold 64oz of liquid, whereas the human stomach can only hold 32oz. This is the definition of gluttony. I think the 8 questions marketers should use as a guideline, establishes a morally correct standard. I also think that ultimately the consequences for the decision to indulge in gluttony lies within the consumer, but marketing nowadays definitely makes it hard to make the morally right decision.

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Colton Worthington
3/27/2017 01:54:36 pm

I found this blog very interesting because I've never really thought of an all-you-can eat buffet or special in a marketing standpoint. I just see "cool all-you-can eat, lets grub". But now thinking about it I just showed what a special like that can do to draw customers in. Also thinking on the side of gluttony and whether restaurants are encouraging over eating is something that I've never really noticed or thought about. For me I'm not a huge over eater unless it's a place like teppanyaki where they cook in front of you and as they feed you those large portions I feel obligated to eat all the food, why because partially my manhood of not finishing my meal or the fact that the food is just to good to stop eating. That's why I liked that in the blog it was recognized that its not always the restaurant and marketers faults for overeating but more outside influences or the customers lack of self-control when it comes to food.

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Sandra Thong
3/27/2017 03:42:34 pm

I have observed many restaurants around me conforming to the marketing service of "all-you-can-eat" foods. A lot of Korean barbecue restaurants are often all you can eat establishments. The sin of gluttony is often an overlooked sin although it is included in the seven deadly sins. In terms of businesses offering this endless amount of foods, I don't believe that it's their responsibility to prevent obesity or gluttony. Firstly, gluttony is a major issue in the Christian community. However, for the rest of the world, it is scarcely talked about. Businesses have to think about what is best for their company first and foremost. If they are able to make a profit in this way, they will implement these strategies. It is the job of the consumers to restrain themselves from eating too much. Again, it is the responsibility of the customers to eat as much as they see fit. These restaurants simply offer a product that consumers may or may not buy into.

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Sierra McCoy
3/27/2017 06:32:09 pm

In my opinion, this task of defining whether you'd like to market your business as someone that approves and conforms to the increasing rate of obesity or just offer unlimited services to an interested consumer is rather difficult. One of the examples that were used in the blog post was that cell phone services offer unlimited options, but what does that promote? It would be to promote investing time on your phone and not experiencing real life experiences. That is another thing that people complain about, which is being solely dedicated to your technology while lacking social interaction in person. In my opinion, if you have a product or a business, it’s about selfishly getting attention by marketing your product to the greater masses and not aligning with societal struggles.

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Briana Acuna
3/27/2017 06:36:31 pm

Personally, I don't think restaurants should offer all-you can eat menus! Yes, it's nice for the man/woman that an eat an endless amount of food. I can hardly finish a kids meal on my own, I think the United States version of portion is increasing time after time. Our nation is struggling with obesity, offering an endless amount of food for an affordable price is both dangerous and unhealthy for the consumer. Yes, cell phone companies do offer unlimited data but that's exactly why we see people on phones at the dinner table, how young adults are lacking social skills is because of these phones.

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Noah Strenn
3/27/2017 10:09:30 pm

Personally, I think that only certain foods should be allowed to have all-you-can-eat choices, such as a salad bar or soup kitchen. Even when the price is lower for the all-you-can-eat choices, people tend to eat less because of the value that they have paid. Creating a higher price for these sections will make customers eat more, causing a more direct link to obesity in the US.

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Elizabeth S. link
3/27/2017 10:54:10 pm

I think the statement, “People don’t like limits” is too broad of a statement. Some limits are not preferred by most people, and some limits are preferred by most people. I would think most eating places have the endless option to attract customer and they have the option as a marketing strategy. I don’t see why they shouldn’t have that option. I forgot that gluttony is one of the seven deadly sins so it surprised me to be reminded. I appreciate the questions that are being asked because they are ones that are puzzling. I think neither consumers nor all-you-can-eat options can have the full responsibility of causing overeating. I would lean more on the side of saying the consumer has the responsibility because they are the ones that decide what to order and decide how to treat their body. I like the personal story which was shared. I have also been guilty of eating more at a buffet because of the expense I paid.

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Garrison Thompson
3/27/2017 11:36:33 pm

I think that this article is spot-on. I agree that there are unprincipled marketers out in the world that take advantage of markets such as all-you-can-eat, albeit a small percentage, but they are out there. I also firmly believe that the consumer is fully accountable for their eating habits. Even if you over-pay for a massive all-you-can-eat dinner, you know your personal limits and should not pass the boundaries. It is not necessarily the fault of the producer when they price their service high. They must do this in order to ensure they are making a profit on each "meal" sold. It is clear that overeating in America is nearly an epidemic, but whether or not you are overweight or overeating lies in the hands of the user.

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Jasmine R.
3/28/2017 12:04:39 am

I think it is so interesting how human minds work! The idea that you need to make sure you are getting your money's worth is helpful at times, but can also prove to be a major problem in the way people live their lives. The fact that you can go to a restaurant and eat all you can, may make people eat as much as they can. This increases the national growth of obesity. Yet surely this cannot be the goal of the companies that offer such deals. They are only after the largest profit. It is understandable that there are wrong ways to go about this and that is why there are so many rules to marketing and the way companies are allowed to go about advertising. however, the problems that come with "all you can eat" promotions do not seem fall into the responsibility of the companies. It makes sense that this responsibility should be put into the hand of the consumers. There is no push for people to come and eat more than they should. Rather companies would gain most for customers coming often but not consuming that much. Part of me wonders how much people actually eat when they come to these companies. Because again, these companies would not make these offers if it did not increase their over all profit

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Christine D.
3/28/2017 12:37:18 am

Throughout the article, I leaned towards the side of the argument that the consumer should hold themselves accountable for their overindulgences. Sure, marketing can go to far and promote gluttony. I don't believe that is the smartest route to go but I also don't think it is completely deceiving. It is not wrong to indulge once in a while and it is not the responsibility of the business or marketing company to hold the consumers hand and keep watch over their diet. People need to learn self-control and I don't think marketing should dive into people's weakness but I also don't think they should be patronized for this marketing technique. I personally love "all you can eat" promotions. Personally, I think many restaurants overcharge and sometimes you get less than what your body needs food-wise. All you can eat buffets come in handy when facing these types of problems.

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Nathan B.
3/28/2017 01:32:08 am

I found this blog incredibly interesting. I have never thought about the negatives of an all you can eat style of food service. When I think about a endless buffet or plate it usually just seems like it would be a great value for the price because you can get so much. These points made me realize that maybe there are set portions for a reason. I can be full on a normal portion size of food I don't need it to be endless for me to get enough to eat. An endless plate or buffet encourages overeating which is a big negative. The situation with Captain George's is a good example of how paying the premium for the endless food actually entices you to eat more and stuff yourself in order to get the value you want for the price you paid. Really interesting points made me very thoughtful on this subject, thank you.

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Megan Scharpen
3/28/2017 01:33:43 am

Consumers must exercise restraint in their consumption. All-you-can-eat offerings are attractive to customers who have large appetites like athletes who need to eat an abundance of food for caloric purposes. Many all-you-can-eat options are helpful for low-income families and individuals who can not only eat to satisfaction but also take an extra portion home. Customers know their own limitations and bodily tendencies, so they are the best judges of portion control so long as they care to stop. However, the question remains: should restaurants provide all-you-can-eat options that may enable individuals with weak self-control to abuse the offering? Unfortunately, there will always be a few individuals who attempt to manipulate or exploit the system. Individuals who can abuse the system will do so whether or not restaurants offer more food for a lower price. Gluttonous individuals can simply pay more to buy more food in order to perpetuate their lifestyle. Therefore, all-you-can-eat options are more helpful than detrimental to consumers.

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Bethany Suhr
3/28/2017 01:45:14 am

As I was reading through the article, I found myself coming to the same conclusion that it appears you ended your article with. Ultimately, to eat within your limits is up to the customer.

Every person is capable of eating different amounts of food. For a restaurant to determine portion sizes for each customer seems faulty - some customers are going to eat the full plate while others are taking home a doggy bag. It makes sense then that an all-you-can-eat buffet is going to ultimately even out in the end - those who need more to get full will eat more, while those who don't will eat less (and not take the extras home with them).

I loved your example of Captain George's in Williamsburg - it's my brother's favorite spot. His step-daughter eats her WEIGHT in crab legs (she only weights about 40 lbs) and loves to go there. Crab legs in and of themselves are low in fat (though the butter they're dipped in isn't) but to get that amount of crab legs anywhere else would be extremely expensive. However, CG's is not a regular eating spot for them - it's a real luxury and always an experience.

I guess I'm not sure I see much of difference between the spread at Thanksgiving and an all-you-can-eat buffet. It's all about self-control!

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Rachel Howard
3/28/2017 02:43:47 pm

I found this article very interesting, and think that it offered a lot of different insights on this topic and all you can eat marketing and markets in general. I think that in reading this article I found myself both agreeing and disagreeing with different aspects of the points that were made. I think that ultimately the responsibility is that of the customers. If they chose to buy into the all you can eat marketing strategy, then I see their actions as results of the choices that they make and make them responsible for their consumption. I also see it as hard to leave it at that, giving no credit to the rising gluttonous population to those that are helping enforce it.

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Lauren Tom
3/28/2017 04:23:55 pm

When I read through this blog post, I definitely agree with how it is easier for people to overeat because they've paid a significantly high price. For example, Vegas buffets.
Overall, I really enjoyed this blog post, as it regarded a topic I am interested in, which is food.

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Mary Karnazes
4/7/2017 12:52:30 pm

In my opinion, I don't think restaurants should offer all-you-can-eat menus. Obesity is a major problem in the United States, that offering it as an option would only make the obesity rate increase. I believe that if it was all-you-can-eat salad bars, then go ahead, but not the unhealthy foods. Even though they might be appealing to people, I still don't think they are a good idea for the sake of American health.

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