It’s Foodie Friday! I spent many years working in the sports business and because of that, I was privileged to attend hundreds of sporting events around the world. One of the best parts of those experiences was the food. Inevitably, there was some down time which allowed me to wander about the arena or stadium and sample the food. I am a big believer in what I consider the truism (as the late great Frank Deford wrote) that a hot dog tastes better at the ball park. I’m such a devotee of having a dog (or 3) at the game that I usually have one before I even get to my seat. But why is that, and, more importantly for our purposes here, what does that tell us about our business?
You might suppose that it’s the particular brand of dog served. I’ve purchased the identical brands served at various places and they never taste the same when I prepare them at home. I’ve boiled them, steamed them, grilled them, or some combination of methods and yet while the taste is similar, it’s not the same. It’s not the condiments or the bun (steamed, grilled, toasted, or right out of the bag – doesn’t matter!). No, dear readers, it’s the environment.
Many studies have demonstrated the effect that environmental elements have on our perception of food. Obvious things such as lighting and less obvious things such as the music playing have been proven to change how we perceive food tastes. One obvious example is food eaten on an airplane, where the pressure is lower and the noise is higher. Our taste buds don’t function as well at 35,000 feet so airline chefs overseason their dishes (the combination of dryness and low pressure reduces the sensitivity of your taste buds to sweet and salty foods by around 30%, according to a 2010 study conducted by Germany’s Fraunhofer Institute for Building Physics). What does this have to do with your business?
A lot. The environment we create in our offices or stores or even our digital presences can affect how workers and customers “taste” what we’re offering. If we demonstrate a commitment to openness and trust, we create an environment where everyone perceives that things are better than elsewhere even when they’re common events. We can yell and scream while we eat at the ballpark. The food tastes better because we’re having fun. Are you encouraging that kind of fun in your place of business? Most concession stands offer condiments so you can have your food the way you like it. Do you offer the same kind of personalization to your workers or customers? Do you take their personal lives into account and offer some flexibility in hours or remote work?
Think about why the same dog you prepare at home tastes way better at the stadium as you think about how you approach your customers and your business. You’ll be on the way to standing out from your competitors, even if they’re offering a similar product or service.