Eurest Invests in Behavior Change Research to Drive Plant-Centric Menus
How can a name transform a meal – and a mindset? At Citizens Bank headquarters in Johnston, Rhode Island, Eurest partnered with its financial client to test and demonstrate the power of marketing and wellness education in shaping consumer choices. The goal? To drive guests toward plant-forward menu choices that benefit both personal health and the planet.
A series of initiatives were tested over six months. Eurest implemented multiple behavior change interventions, from menu rebranding to product trials, uncovering insights that will influence menu strategy and impact sustainability goals by better understanding guest purchase motivations.
In the first month, a selection of plant-centric menu items were offered consistently at the grill and deli. Building on this baseline, the following month introduced a creative twist. Menu items stayed the same with different names based on guidance from Stanford University “Edgy Veggie” toolkit. For example, the Mediterranean Veggie Hummus Sandwich was changed to Smothered Veggie Burrito Wrap, resulting in a dramatic sales increase from 42 to 104 items sold – a testament to the power of language in shaping choices.
Similarly, the marketplace served a special blended beef and mushroom burger rebranded as the “Hearty Homestyle Classic Beef and Mushroom Burger.” This simple change drove a 14% month over month sales increase with the additional blended burger and its new name being in the top three burgers sold. These results underscored the influence of thoughtful naming and product innovation on guest engagement.
Eurest also trialed a range of new products, including a new plant-based chicken alternative from The Plant-It Food Co., seamlessly integrating sustainability with innovation. The partnership kicked off with a community tree-planting project. Volunteers from Eurest, Citizens, Arbor Day Foundation and The Plant-It Food Co. joined forces to plant 30 new trees along a Greenway near the Citizens campus, capturing local media attention and reinforcing the project’s environmental impact.
“Citizens has a culture of innovation…and this might be the most interesting thing yet. It allows us to lead with a great partner like Eurest and show that plant-based proteins can be introduced and a favorite of our colleagues,” said Citizens Vice President Procurement & Property Hugh Peltz.
Guest feedback played a key role in shaping these interventions. An anonymous survey revealed taste is the most important factor over health considerations when choosing what to eat in the marketplace.
“We have learned through our pilots and research to keep it simple and focus on what will have the greatest impact at scale. As we redesign our menus to be plant-forward, the message to our guests must be about the food and flavor as taste matters most when deciding what to eat for lunch. Our focus is to make every dish delicious,” said Eurest Vice President of Wellness & Sustainability Suzanne Landry.
These insights and results from the Citizens pilot are already influencing Eurest’s broader menu strategy. As part of the company’s global roadmap to net-zero, shifting consumer food choices and patterns toward lower carbon foods will contribute to carbon neutrality by 2030.
“It takes a community of individuals that want to make a difference together, and if you keep your passion and commitment, we will change the world and make a difference in the lives of others,” said Eurest President, Eastern Division Mark H. Maloney.