Observed behaviours

During the three-step process, 69% of children remained with their adult during the ordering process. Children had varying degrees of involvement in the ordering process. Prior to ordering, the researcher observed that 66% of adults spoke with the child at least once prior to ordering. While placing the order, 12% of children were involved in the order and spoke directly to the restaurant employee taking the order. After the food was ordered some children left the order line to go to a table or to the indoor play area (Table 6.2).

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Table 6.2 Adult/child involvement during the food ordering process.

Was a child present while waiting to order food (Stage 1)?

Yes 89%

No 11%

Was a child present during the ordering of the food (Stage 2)?

Yes 86%

No 14%

Was a child present during the wait for the food, after ordering (Stage 3)?

Yes 69%

No 31%

Did the adult speak with the child prior to ordering?

Yes 66%

No 34%

Did the employee taking the order speak with the child?

Yes 12%

No 88%

The demographics of the adults present (gender, age, and ethnicity) were examined to see whether specific subgroups were more or less likely to involve their child in the ordering process. No statistically significant subgroup differences were observed.

6.4.2.1 Observable activity and appearance

The researcher noted any observable activity cues, such as children yelling or crying, as well as general appearance (i.e., dress of adults and children). The food ordering process was noted to be a very neutral experience, with 95% of observed consumers displaying only neutral activities and appearance.

6.4.2.2 Technology

The researcher noted that 94% of adults in the party did not visibly interact with their smartphones, or other technology, at any point during the food ordering process. Moreover, only 2% of children used any form of technology (e.g., smartphones, tablets, portable gaming systems, ear phones plugged into digital media) during the three-stage ordering time frame. This low usage of technology was likely due to the rapid momentum of the order process.

6.4.2.3 Product displays targeting children

It is not uncommon for fast food restaurants to have displays of toys, food, or child- directed advertising inside of a restaurant, at the eye-level of children. While the researcher noted that the studied area did have child-targeted displays of toys that are part of the child meal bundle, as well as advertisements for child meal bundles, these eye- level child-targeted items were not near the waiting area near the front counter, nor were

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the displays attached to the front counter. The child-targeted items were near the restaurant’s entrance area and no children were observed interacting with the displays.

6.4.2.4 Time in line

The length of time spent waiting in line prior to ordering is of importance, as this is the key window of opportunity for nudging/intervention within the restaurant environment. The observations were captured at prime busy lunch times in this restaurant with a mean number of transactions waiting in line ahead of the family being served of 2.2 SD±1.6 transactions, and a mode of one transaction ahead of the family transaction upon entering the restaurant (Figure 6.3). No statistically different subgroup was detected in the analysis of Stage 1 (waiting to order), when examined by demographic subgroups, including number, age and gender of adults, number age and gender of children, use of technology by either adult or child, and interaction between adult and child.

Predictably, when there were more customers ahead of the observed family, the wait time before ordering was longer (Figure 6.3). This chart also depicts the distribution of line length. Despite the observations occurring during a peak time in the restaurants, 65% of observed families had two or fewer people ahead of them in line, when they entered the restaurant to place their order.

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Figure 6.3 Impact of number of people in line on wait time before ordering. Bottom axis (number of people waiting in line before the family under observation). Left hand axis (of the families observed, the percentage which experienced each line length). Right hand axis (how many seconds was the wait before the family ordered their food). Graph line represents time in seconds based on number of people in line ahead of the observed family.

6.4.2.5 Placing the order

When examining the time to place an order by subgroup, differences were noted in four areas: number of consumers (children/adults) in the party (Table 6.3), age of the adult (Table 6.4), Dine-In or Take-Out (Table 6.5), and whether a child meal bundle was ordered (Table 6.6).

As can be seen in Table 6.3, when there were parties with three or more children, the order time increased significantly (p < 0.001) and when there were more adults in the transaction, the order time increased significantly as well (p < 0.001). Both outcomes would be expected based on number of orders to process by the order taker.

Example of how to read this figure: 30% of families had one person ahead of them in line, and these families had an average wait time of

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Table 6.3 Order time and number of children/adults in the transaction.

Number of children in the party

n

(families)

Mean order time

(sec) Std. Dev. 1 child 115 72 34 2 children 69 77 36 3 or more children 16 118 65 Number of adults in the party n (families)

Mean order time

(sec) Std. Dev.

1 151 70 30

2 47 98 54

3 2 153 12

Total 200 77 40

Adults with an estimated age of over 50 years old demonstrated a slower order time than adults under the age of 30 (Table 6.4) (p = 0.014). It is speculated that part of this

difference in order time might be due to grandparents being less familiar with child menu choices.

Table 6.4 Order time and age of adults in the transaction.

Age range (estimated)

n

(families)

Mean order time

(sec) Std. Dev.

Under 30 years old 24 67 23

Between 30 years old and 50 years old 142 76 41

Over 50 years old 34 89 43

Take-Out food orders were handled faster than Dine-In orders (p = 0.034) (Table 6.5). It is speculated that perhaps some of the customers had made their decisions as a family before entering the restaurant, or alternatively, the Take-Out orders may have been simpler orders based on what foods are more transportable as Take-Out orders.

Table 6.5 Dine-In or Take-Out food purchases.

Was the meal a Dine-In or Take-Out purchase?

n

(families)

Mean order time

(sec) Std. Dev.

Dine-In 153 81 40

Take-Out 47 66 40

The child meal bundle, when included in a meal order, resulted in a longer time to place the order (p = 0.031) (Table 6.6). It is speculated that this was probably due to the extra time required for the order taker to determine which of the options the family wanted included in the child meal bundle.

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Table 6.6 Child meal bundle and time to place order.

Was a child meal bundle purchased?

n

(families)

Mean order time (sec)

Std. Dev.

Yes, a child meal bundle was purchased 135 82 40

No, a child meal bundle was not purchased 65 69 40

For wait time to receive food, no statistically different subgroups were detected when examined by the following: number, age, and gender of adults; number, age, and gender of children; the use of technology by either the adult or child; the interaction between the adult and the child.

6.4.3 Ethics approval

Ethics approval was obtained from the Harper Adams University Research Ethics Committee.