A week or so ago a friend of mine sent me a video of Simon Sinek, an author and motivational speaker, discussing “The Millennial Question” (worth the time to watch). While Mr. Sinek brings up more than a handful of insightful, interesting, as well as disturbing points during the interview, I wanted to focus on one that directly impacts the culinary marketing business- mealtime.
During the interview, Mr. Sinek talks about how living in a social media focused world impacts our ability to create deep, and meaningful relationships. He points out that dopamine is actually released into the body when we receive a text or a like during social media interactions; the same dopamine levels as when an alcoholic drinks or a gambler gambles. This sudden chemical release is the root cause of physical addiction, which is why as a culture we are becoming more and more dependent on cellphones and social media.
How does this relate to the culinary world one might ask? Well, here is a question for you- If you go out to dinner, have a coffee with someone, or share some time at a table with family or friends, is your phone on the table? Do you take your phone out to look at texts or emails during a meal, instead of just being in the moment and actually enjoying your company? More than likely, if you are being honest with yourself, you answered yes (I know I did, but i'm working on changing my habits). Cellphones are changing mealtimes from a social experience to a social media one, which to Mr. Sinek’s point has a negative effect on relationships.
This has not gone without notice in the restaurant world, a few establishments have actually taken it upon themselves to try and shift behaviors, by offering guests incentives to put their phones away and focus on reconnecting with the people they are with. Most recently, Chick-fil-A created a Family Challenge, offering families free dessert if they put their phones in a cell phone “coop” for their entire meal. Kudo’s to Chick-Fil-A for taking a proactive stance on this issue and actually coming up with a great incentive to keep people off their phones during mealtime.
So the question is, if we know we are a culture addicted to technology, what do we do and how does this change the way we, as marketers, look at mealtime? How can brands play a role in helping to bring people and families back together over the dinner table? Will there be new apps/technology that help to do this (yes, I know that’s somewhat counter intuitive)? Or will we see more restaurants using incentives as a tactic?
Whatever the solution may be, mealtime is where relationships are built, memories are formed and lessons are learned, so please make the effort to put the phone down and enjoy the company you are with!
- Lonny Sweet, CEO