FOOD FOR THOUGHT

In Wheeler del Torro's office, we take our research as seriously as we take our creativity. We have been compiling cross-sectional data from our pop up events for almost 15 years. The preliminary results are astounding: those individuals, groups, teams, and organizations that choose to engage in our carefully planned, professionally executed events find noteworthy results both immediately and compounded over time.

But don't just take our word for it. Researchers Kaitlin Woolley and Dr. Ayelet Fishbach (1) at the University of Chicago's Booth School of Business have conducted their own study with similar results. Read on for more quantitative research on the subject.

Any salesperson knows that one of the biggest hurdles to overcome when selling one's product is the buyer's inherent mistrust. According to the research conducted by Woolley and Fishback, there is an impressive 41% increase in reports of trust from a buyer towards a salesperson after they shared the same food. This increase was not attributable to food preferences, demographics, or other commonalities between the buyer and the seller.

THE WHEELER DEL TORRO RESPONSE: Buyers today seek connection and novelty. As such, gone are the days of the traditional business meeting at a local restaurant. Instead, transform your conference room into a 5-star restaurant for your potential buyer. This change of location will give them an opportunity to visit your site and meet your staff while still providing the opportunity to discuss details of your deal over a delicious meal. Plus, you are sure to gain attention for your creativity.  

When investors ate the same foods as a fund managers, Woolley and Fishback found a 29% increase in the amount of money invested in the company. This increase was not impacted by gender, age, or another similarity. Further, it had nothing to do with food preferences (because the subjects never discussed favorite foods). Instead, it was because the individuals ate the same food during the same period of time.

THE WHEELER DEL TORRO RESPONSE: Are you a young startup seeking funding from an angel investor? A non-profit looking to host a unique fundraiser? Or a Fortune 100 company seeking the investment needed to expand? Whatever your purpose, our fully customizable, unique, and delicious menus are a perfect foundation for your next dinner. To give you the needed edge to close your deal, we offer our pop up services in locations from empty lofts with sweeping views of the skyline to rooftop decks, private gardens, and conference rooms. Nowhere else will you find a event planner, a chef, and a thought partner all in one who is as committed to your success as you are.

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The anthropological impact of food on a culture persists over geography and time. It has been used as a tool to bring families, friends, and community members together for centuries. In our age of productivity, community is often an overlooked and undervalued in the workplace. And, even if it is actively sought after, shifts in company culture due to new hires or challenging quarters can cause morale to falter. Researchers Woolley and Ayelet identified yet another way that food can be used as a tool for group bonding: individuals have a 21% increase in regard for another after sharing food. 

THE WHEELER DEL TORRO RESPONSE: If you are seeking to increase your staff's communication and ability to produce as a team, our Top Chef-style challenges are a perfect way to help build this skill. If your staff needs an afternoon to relax and enjoy each other's company, call on us to host your next company picnic or dinner-in-the-dark. If diversity is your struggle, let us lead conversations that enlighten and challenge while softening the heavy topic with thematic food. Whatever your need, be it rift-repairing, team-building, or morale-boosting, we have got the perfect food-themed agenda for your group.

 

 

(1) Woolley, K and Fishbach, A. (2017). "A recipe for friendship: Similar food consumption promotes trust and cooperation". Journal of Consumer Psychology. 27(1): 1-10.

Are you ready to learn more about how Wheeler del Torro's pop up services can transform your organization or group? Fill out the contact form below and we will get back to you shortly.

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