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— 3 • • •
table of contents
abstractproblemsolution?
“healthy”game theorymindfulnessmoran’s marketbrandingbusiness componentscase studiesreferencescolophon
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— 5 • • •
Moran’s Market reevaluates the grocery store as an educational
experience in which Americans can reshape their relationship
with food. The market uses point of purchase information to
improve the customer’s experience, nutrition, mindfulness, and
confidence - getting back to healthy eating and living habits. By
subtly modifying preexisting grocery store components, such
as signage, packaging, environmental aspects, as well as take aways,
the decision for change is in the customer’s hands. They are well
equipped to make decisions, with information given at the exact
moment it is needed. Giving the customer control empowers
them to make the right choices and take charge of this weekly ritual.
Whether Buying, Planning, Cooking, or Eating, Moran’s Market
has a recommendation to help each customer live the Good Life.
Reenvisioning the Grocery Store to Reshape America
a thesis presented by kelly hendrickson
m0ran’s market
• • • 6 —
the Problem
1950 1970
30
40
50
60
20
America is in the midst of an obesity epidemic draining both
humanity and our national health-care budget. Brought on by
apathy, ease of indulging, and “eat-ertaining,” America is an
overweight nation. Few are raised in an area where the food on
the table was pulled from the ground. Looking towards the city,
the number of people eating poorly is saddening. Walking
painfully because of joints and children not being able to zipper
their Dora the Explorer coat. A humanitarian endeavor is needed
to seek help for those with an unhealthy relationship with food.
0BESITY RATE IN AMERICA
— 7 • • •
20121990
0BESITY RATE IN AMERICA
obesity incline factors:
� apathy towards health
� portion size increase
� processed and modified food
� pace of life
� lack of food knowledge
� loss of cooking know-how
� reduced importance on meal time
� stigma that “healthy” tastes bad
� no connection with where food comes from
• • • 10 —
IneffectIve camPaIgn SolutIonSAlthough these campaign solutions are very informative in their
own right and have ‘celebrity appeal’ on all accounts, at the end
of the day, they are ultimately not effective. This extends to their
web presence. There is plenty of information, yet the issue is that
when people are put into eating and food-buying situations, they
do not have the website handy. It is as if they are asking someone
to study for a food test. No wonder people are not receptive
to these campaigns.
— 11 • • •
community outreach programs
celebrity campaigns
sensationalized weight loss
Let’s MoveA campaign to end childhood obesity in the United States. Lead by First Lady, Michelle Obama.
Jamie Oliver’s Food RevolutionOliver’s attempt to reform the school lunch program to help America fight obesity.
the Biggest LoserA television show where contestants attempt to lose the most weight to earn a cash prize.
• • • 12 —
IneffectIve DeSIgn SolutIonSDesign has been utilized in an effort to assist people with
understanding and utilizing food and health information.
In all cases, the information is decontextualized. Even in the My
Plate solution, plate size is relative as well as portion size. Yet in
the more data driven solutions, consumers can not understand
numbers and measurements in relation to their food. Food is
an experience driven subject, and when put into a numerical
setting, it is no longer food to an eater. It becomes a hassle.
— 13 • • •
choose my plate
food pyramid
nutrition facts label
United States Department of AgricultureThe current nutrition guide depicting a place setting with a plate and glass divided into five food groups.
United States Department of AgricultureA triangular nutrition guide divided into sections to show the recommended intake for each food group.
U.S. Food and Drug AdministrationA label required on most packaged food that lists the percentage supplied of serving measurements and constituent elements compared to the daily recommended intake.
— 15 • • •
WhIle otherS chooSe not to be?
So after all these unsuccessful attempts made by many people and organizations, there
is a glimmer of hope in the individuals who lead healthy lives. The people who take the extra
half hour to go to the farm. What inspires them to live a healthy life? Why are they the
minority? What enables them to be healthy and other not?
• • • 16 —
What Do farmerS SaY?Q. Why should people shop at a farm over a grocery store, why do you think the majority of people do not?a. Supporting local food supports jobs, supports the local
environment, and is healthier for you. Most people don’t care
and want convenience.
Q. for those that do shop at farms, what inspires them to shop at a farm over a grocery store? What keeps them coming back?a. People shop at our farm because we offer them a connection
to the land. they believe in what we’re doing and we have the
highest quality
Q. has your farm done anything to try to attain more customers? If so, can you please give some examples.a. More customers - farm festivals, fi eld trips for kids, ad in
edible boston, farmer’s markets, marketing through local
restaurants, and most importantly word of mouth. our
facebook page is pretty active too.
-Dianagreen meadows farms, hamilton ma
• • • 18 —
Q. Why should people shop at a farm over a grocery store, why do you think the majority of people do not?
Q. for those that do shop at farms, what inspires them to shop at a farm over a grocery store? What keeps them coming back?
a. Shopping at local farms can be a great way to feel
connected to your local farmers, the land, and the
food you eat. You’re also supporting a local business
and you’re helping to ensure that the farmland in
your community remains as an open space rather
than going into development. Finally, your food
choices can have a big impact on the environment,
so shopping at a sustainably managed local farm
can have a less negative environmental impact than
buying food at a grocery that has been shipped from
thousands of miles away. There are a lot of good reasons
that people shop more at grocery stores, though.
Convenience is a big reason - many people prefer
“one-stop” shopping and farm stands usually don’t
have nearly the variety of goods available. Also,
there is a perception that farm stands are more
expensive than grocery stores. This is sometimes
true, especially with meats, cheese and eggs (not
as true with produce), but you could also argue
that grocery store prices don’t always reflect the true
cost of producing the food you buy there (I mean
the cost to the environment, human health, animal
welfare, plus the fact that big commodity crop
growers receive government subsidies)
a. I think feeling a connection to a farm and it’s
farmers, and feeling like you are doing something
positive for your community is a big reason why
people continue to want to be shareholders at our
farm. I think they also know our vegetable shares
are a really good value and that what they get here
is fresher and generally tastier than what they
could get at the grocery store.
— 19 • • •
-Liseappleton farms, hamilton/ipswich ma
Q. has your farm done anything to try to attain more customers? If so, can you please give some examples.a. No. We have a 5 year
waitlist to get a vegetable
share, so we don’t need
(or want) to advertise.
• • • 20 —
What Do PeoPle SaY?to try and better understand the consumer at large, I decided to survey the market at large through an online survey. Posting on food blogs, social media, as well as emailing contacts, a large pool of responses was obtained.
These results were hopeful as it indicated that people do know what behaviors are healthy
and which behaviors are detrimental to health. Yet, the only behavior with a high percentile
was to sleep regularly, which is required for living. The less “required” a behavior is, the less
people participate.
behavIorSSleep regularly (70%)
eat a fruit/vegetable every day (58%)
exercise at least 3x a week (33%)
Watch 3+ hours of tv every day (27%)
Smoke (12%)
tanning sun or bed (3%)
— 21 • • •
Do You PrePare a grocerY lISt ?
Yes no Split right down the middle, preparing a grocery list speaks
towards the level to which a person cares about their grocery
shopping, ergo their health. Taking the few minutes to prepare
a list shows a concern and consideration for healthy choices.
toP PrIorItY In fooD nutritional content (42%)
Quick & easy food (21%)
Savings (21%)
getting all the ingredients (12%)
food’s background (3%)
While the majority of people said their focus in selecting food was nutritional content, a large
portion of people were mostly focused on obtaining quick and easy food or saving the most
money. This shows that the majority of people’s grocery shopping goals could be in a better
place. There is a balance needed between life convenience and nutritional benefits.
• • • 22 —
What IS healthY fooD?What does “healthy” really mean to the consumer? It seems as though
it is a “bad word.” If something is healthy it will taste bad, be expensive,
and make you a hippie. I think this stigma frightens many people as
well as makes them not listen nor care to any information sputtered
to them about “healthy food.” My research showed that people
were generally split on their opinions on healthy food,
positive versus negative.
• • • 24 —
The drive by an individual to maximize rewards. Upon seeing
these rewards, the individual will wish to repeat those actions
to obtain the results again. Customers no longer believe that
what they eat can impact their mind, body, and spirit. They do
not trust the food they eat to act beneficially for them. And why
would they? The current market only pushes poor user experience
and poor products. There is no room for success on behalf of the
consumer. Until now.
Point of Purchase : the Grocery Store Experience
game the0ry
• • • 26 —
The act of bringing an individual’s full attention to the present
experience. When an individual is aware of their actions, they
make better decisions. It is pure human nature. Most grocery
stores today have created such a regimented and disassociated
system that customers robotically walks through, grabbing
things mindlessly from shelves. This system we have become
accustomed to has enabled the mass public to stop preparing
grocery lists, shopping every 3 weeks, and being fearful of “healthy”
food. By giving customers the power to be mindful of their food,
the customer’s wellbeing is back in their hands.
Point of Purchase : the Grocery Store Experience
mindfulness
• • • 30 —
A classic market utilizing point of purchase information
to improve the customer’s experience, nutrition, mindfulness,
and confidence. Getting back to healthy eating and living habits.
Moran’s Market encourages home cooked meals using food from
By re-envisioning the components that exist at every grocery
store nationwide, Moran’s Market guides customers in food
choices in an unobtrusive manner. Instead of giving them
information via advertisements, campaigns, or books which they
must study before forgetting it all while shopping, Moran’s
Market gives consumers the information while they are shopping.
Information is present during the entire shopping experience
from grabbing a shopping cart upon entering to your receipt when
leaving. This creates an awareness within the customer to the
actions they are making (Mindfulness). Customers are rewarded
for their mindfulness through earning Reward Points which
amount to coupons and discounts on healthy food and activities.
What
hoW
— 33 • • •
There are many pre-existing aspects of grocery stores that can be
better utilized to educate and inform in real time. The first thing
people do when they enter the store - grab a carriage, maybe snag
a weekly flyer. They grab a number at the deli counter. They look
to aisle signs for direction. They obtain a receipt. There are so
many habitual actions that consumers do without thinking. These
components are the opportunity that has been missed by countless
campaigns, ads, movements, etc. Instead of asking a grocery
shopper to ‘study-up’ before they set foot into the store, Moran’s
Market guides them with all the information they need to make
good decisions continually. The success of Moran’s Market is the
partnership between store and customer, sharing the same goal.
Point of Purchase : the Grocery Store Experience
user experience
— 35 • • •
America is the target audience, specifically 18–55 year old
shopping Americans. Although every American can benefit from
health and food education, the focus is given to those individuals
who do not know the basics of nutrition. This audience is typically
overweight and/or potentially suffering from maladies which
can be directly connected back to their diet and lifestyle. The more
knowledgeable shopper can still benefit from knowledge at the
point of purchase. While learning more about what is in season
and new recipes, the expert can gain experience while the novice
can gain knowledge. Whether expert of novice, Moran’s Market
utilizes devices that are subtle reminders to all. Even the most
expert of shoppers can purchase poor choices. Moran’s Market
is here to help everyone.
Targeting the American grocery store shopper
the audience
— 43 • • •
Market Dec0abcdefghijklmn0pqrstuvwxy&z
mr. eavesa b c d e f g h i j k l m n o p q r s t u v w x y& z
Mrs. Eaves
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Lobsterabcdefghi jklmno pqrstuvwxy&z
• • • 44 —
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
mmmmmmmmmmmmmmmmmmmmm000000000000000000000rrrrrrrrrrrrrrrrrrrrraaaaaaaaaaaaaaaaaaaaannnnnnnnnnnn
sssssssssssssssssssss
MMMMMMMMMMMMMMMMMMMM AAAAAAAAAAAAAAAAAAAA RRRRRRRRRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKK
REWARDSGood Life Good Life
..
GOOD CHOICESGOOD PERKSGOOD LIFE
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
mmmmmmmmmmmmmmmmmmmmm000000000000000000000rrrrrrrrrrrrrrrrrrrrraaaaaaaaaaaaaaaaaaaaannnnnnnnnnnn
sssssssssssssssssssssMMMMMMMMMMMMMMMMMMMM AAAAAAAAAAAAAAAAAAAA RRRRRRRRRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKK
REWARDSGood Life Good Life
..
GOOD CHOICESGOOD PERKSGOOD LIFE
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
mmmmmmmmmmmmmmmmmmmmm000000000000000000000rrrrrrrrrrrrrrrrrrrrraaaaaaaaaaaaaaaaaaaaannnnnnnnnnnn
sssssssssssssssssssss
MMMMMMMMMMMMMMMMMMMM AAAAAAAAAAAAAAAAAAAA RRRRRRRRRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKK
REWARDSGood Life Good Life
..
GOOD CHOICESGOOD PERKSGOOD LIFE
— 45 • • •
For each healthy and fresh purchase a customer makes using their
Good Life Rewards Card, they earn points towards discounts
towards healthy activities (rock climbing, bicycling, etc.) or future
grocery orders. Positive rewards for positive choices.
Plangood life rewards Program
Good Life REWARDS
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
Good Life REWARDS
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
Good Life REWARDS
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
Good Life REWARDS
M0RAN’S MARKETIf found, drop in any mail box. Postage is guaranteed.Moran’s Market, 100 Happy Street, Boston, 02115
www.moransgoodlife.com
— 47 • • •
A folder given to each new customer when they join the Good
Life Rewards Program. Includes an explanation of the devices
throughout the store that aid with shopping, as well as their
membership cards and a few starter recipe cards.
plangood life rewards Program, Intro folder
Need some help getting a balanced diet? Look around
Moran’s and you’ll see some helpful tips around every
corner. Use our Cart Chart to help you purchase the
perfect proportions. Just fill up the colored regions
with the foods listed in the Chart. If you need help
finding where these foods our located, just look at our
handy map on our Carts. Don’t forget to check out the
health benefits our foods can make while you shop
- just look at our signs! If you need help remember-
ing portions, just check out our super easy guides on
the back of your deli ticket as well as your receipt. No
more guessing games, just good eating.
mmmmmmmmmmmmmmmmmmmmm000000000000000000000000rrrrrrrrrrrrrrrrrraaaaaaaaaaaaaaaaaaaaannnnnnnnnnnn
sssssssssssssssssssss
MMMMMMMMMMMMMMMMMM AAAAAAAAAAAAAAAAAAAAAAAA RRRRRRRRRRRRRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKKK
REWARDSGood Life
..
GOOD CHOICESGOOD PERKSGOOD LIFE
Good Life REWARDS
Good Life REWARDS
Good Life REWARDS
Good Life REWARDS
Shop Til You Drop
GOOD EATING MAKES WAY FOR THE GOOD LIFE.Present at the time of purchase to start earning Good Life Points.
What to Look For : • Cart Chart
• Cart Map
• Moran’s Mark
• Good Life Rewards
• Health Benefit Signs
• Portion Guides
• Recipe Cardsthe back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No the back of your deli ticket as well as your receipt. No
more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.more guessing games, just good eating.
• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark• Moran’s Mark
• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards• Good Life Rewards
• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe Cards• Recipe CardsM0RAN’S MARKET
VANILLA P0ACHED PEARS
1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12
4 PEARS, PEELED
1 VANILLA BEAN POD
1 CUP WHITE SUGAR
• Bring the water, wine, vanilla pot, and sugar to a boil in a medium sized pot.• Reduce the heat to low and submerge the pears for 30 minutes until tender.• Remove pears from liquid to cool• Let liquid simmer until syrupy.
1 BOTTLE WHITE WINE
1 CUP WATER
M0RAN’S MARKET1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12
SWEET P0TAT0 FRIES
SWEET POTATOTES
OLIVE OIL
SALT, COARSE
• Preheat the oven to 450°• Peel and slice potatoes into 1/4 inch long slices• Toss in just enough oil to coat• Sprinkle with salt• Bake 20 minutes until browning
M0RAN’S MARKET
CLASSIC BAKED CHICKEN
ONE WHOLE CHICKEN (6 LBS)
SOFTENED BUTTER
SALT & PEPPER
• Preheat the oven to 375°• Rinse and pat dry• Rub butter over chicken with your hands• Sprinkle with salt and pepper• Can add garlic & thyme for extra taste• Bake 1 ½ - 2 hours
SIDE DISH: SWEET POTATO FRIES
Check You OutCheck out your purchases with one of our Good Gro-
cers or at one of our Self Checkout Lanes. Don’t forget
to scan your Good Life card to start earning Reward
Points. They add up fast! Every time you buy a prod-
uct with Moran’s Mark, you earn points. The better the
mark, the more points earn. Get discounts on food
as well as discounts to some of our favorite sponsors.
Who knew eating apples could get you rock climbing?
Browse our wide selection of back to basics Good
Goods. Everything you want to find, and everything
you didn’t even know you wanted to find, all under
one roof. With some love from Jeannie Moran, dinner
is a breeze. Breakfast and dinner aren’t so bad either.
When you purchase one of our fruits, vegetables, or
What’s Cookin’ Good Lookin’
meats simply grab one of Jeannie’s Recipe Cards to
help plan a tasty meal with that product. Our recipes
are always under 6 ingredients and all available in
our Market, making the transition from our store to
your table as easy as ordering take out. They’re pretty
good, if we do say so.
At Moran’s Market… everything!
While recuperating from your recent rock climbing
adventure, take advantage of our grocery list on the back
of your latest receipt. Organized by sections in our store,
planning a grocery list saves time and money. Trust us.
• • • 48 —
GOOD CHOICES • GOOD PERKS • GOOD LIFE
Good Liferewards pr0gram
M0ran’s
We’re in the business of practicing what we preach (Jeannie taught us well). As a business we are giving America the help it needs. We are reshaping America’s relationship with food, one market at a time.
100 HAPPY STREET, BOSTON MA 02115
www.m0ransg00dlife.c0m
978-555-3210
J0in 0ur Team:
You’re our Number 1! To supply our shelves
with our ‘Good Goods,’ we need good vendors.
Companies who believe, like us, that America
needs a change. Companies who are fighting
the good fight with good ingredients and
good practices. It is a way of life.
We support you in your impression to our
customers. We encourage them to purchase
your goods through our Marking system. We
have three levels of “Moran’s Mark” ranking
our products from good - great - best based
on health. Our judgements are made on
a patented system, comparing calories, fat,
carbs, and protein for ultimate health. This
is a system designed to aid the customers
in making smart decisions quickly and efficiently.
Where you fit in:
M0RAN’S MARKETgood goods
How are we going to do this?Good question. Quite simply, by offering
people the food they know they should eat.
Healthy choices. Hearty choices. Good
choices. To help people adjust to this new
system, we educate and equip our customers
while they shop, giving them the tools they
need to not only eat, but cook healthy at home
and forever in life. Once the consumer
is given the power to make choices, they
notice a change in their life. They feel good.
There is a repeat customer, believing in us
and the goals we seek. They become the
demand for healthy food back in American
homes. They are the change.
How are we going to do this?How are we going to do this?How are we going to do this?How are we going to do this?
1. SupplyGOOD FOOD
2. Educate & EquipGUIDE, PLAN, TEACH (FOOD GROUPS, PORTIONS, RECIPES)
3. DemandHEALTH BENEFITS
1 - 2 - 3
— 49 • • •
A tri-fold brochure to encourage outside vendors to partake
in the Moran’s Market business model. By explaining the
problem at hand and the philosophies and research that
founded Moran’s Market, the vendor is asked to join the team.
plan business to business collateral, vendors
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MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
Look around. Out of 5 people, 3 are overweight are obese. In the past 20 years, America’s obesity has skyrocketed, becoming a full blown epidemic.
We found that most people do not prepare a shopping
list before they head out to gather their groceries. In
addition, they do not create meal plans either. Both
these methods of preparation are shown to promote
healthy eating and behavior.
In addition, we found most people grocery shopped every
other week or every three weeks! Shopping this infrequently
limits the amount of fresh food that can be purchased
as well indicates grocery shopping as a low priority.
Perhaps most shockingly to us, we found that there were
mostly negative connotations associated with the word
“healthy” - people described “healthy food” as “dull,”
“earthy,” and “bad.”
When did healthy become such a bad thing?
Why this Works:
When an individual is aware of
their actions, they make better
decisions. Most grocery stores
have created such a
regimented and
disassociated system that
customers robotically walks
through, grabbing things
mindlessly from shelves. By
giving customers the power
to be mindful of their food, the
customer’s wellbeing is back
in their hands.
Founding Principles:
Customers no longer believe that what they eat
can impact their mind, body, and spirit. They do
not trust the food they eat to act beneficially for
them. And why would they? The current market
only pushes poor user experience and poor
products. There is no room for success on behalf
of the consumer. Until now.
MINDFULNESS
we did some research ourselves HOW DO PEOPLE GROCERY SHOP ?
THE ACT OF BRINGING AN INDIVIDUAL’S FULL ATTENTION TO THE PRESENT EXPERIENCE
- Cart Chart : Our patented grocery cart and basket
inlays which segment the grocery cart into the
recommended ratio of food groups to obtain
a balanced diet.
- Cart Map: A guide for the customer containing
a color coded (by food group) map of the store,
with an area specifically for their grocery list.
- Receipt (back) : A empty grocery l ist for the
customer to fill out and bring next time, also
contains a chart suggesting basic portion sizes.
- Product Signs: Our signs not only tell the
customer what the food is and price, but also
the health benefit of the product.
- Moran’s Mark: Our patented scale by which we
rate products from outside vendors. The system
compares calories, fat, carbs, and protein deeming
whether a product if good, great or best in our
health scale.
GAME THEORYTHE DRIVE TO MAXIMIZE REWARDS. ONCE REWARDS ARE MET, ACTIONS ARE REPEATED
RRRRRRRRRR KKKKKKKKKKKKKKKKKKKKKKKKKKKKm0
ran s
M A R K
m0ran s
M A R K
m0ran s
M A R K
mmmmmmmmmmmmmmmmmmm0000000000000000000000000000000000000000000000rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr
GOODCHOICE
GREATCHOICE
BESTCHOICE
• • • 50 —m
0ran s
M0RAN’S MARKETgood goods
TURN OVER FOR PORTION & LONGEVITY GUIDE
Enjoy our Good GoodsYou earned 6 Good Life Counts Points!
cheese crisps
parsley fl akes
olive oil
St0re #43, 100 Beac0n Street, B0st0n MA 02115
..
3, 2012 06:12 : .
GRAINS
FRUIT
VEGETABLES
MEAT
DAIRY
SNACKS
10% OFFBEACON HILL ROCKCLIMBING
12 Constitution Drive, Boston, MA 02115
www.beaconhillrockclimbing.com
Earned this Quarter: 42
sourdough loaf
honey nut granola
water crackers
oranges, navel - 2.67 lb
kiwi - 3/$1.00
onions, 3lb bag
celery hearts
garlic
chicken legs, 2.35 lbs
skim milk, 1 gallon$3.98
$0.99
$4.99
$3.99
$5.97
$1.37
$5.87
$3.00
$3.99
$1.89
$0.30
$6.23
$1.99
SUBTOTAL
TAX, 6.5%
TOTAL
$44.56
$2.90
$47.46
To learn more about Good Life Counts and our Good
Life Program, please visit www.moransgoodlife.com
• • • 50 —
M0RAN’S MARKETgood goods
cheese crisps
parsley fl akes
St0re #43, 100 Beac0n Street, B0st0n MA 02115
..
3, 2012 06:12 : .
GRAINS
FRUIT
VEGETABLES
MEAT
DAIRY
SNACKS
sourdough loaf
honey nut granola
water crackers
oranges, navel - 2.67 lb
kiwi - 3/$1.00
onions, 3lb bag
celery hearts
garlic
chicken legs, 2.35 lbs
skim milk, 1 gallon
GROCERIES
GRAINS
FRUIT
VEGGIES
MEAT
DAIRY
SNACKS
M0RAN’S MARKETgood goods
GRAINS FRUITS VEGGIES MEAT DAIRY
1 OZ6•DAY
½ CUP4•DAY
½ CUP4•DAY
5½ OZ1•DAY
1 CUP3•DAY
PORTION SIZES
— 51 • • •
m
0ran s
M0RAN’S MARKETgood goods
TURN OVER FOR PORTION & LONGEVITY GUIDE
Enjoy our Good GoodsYou earned 6 Good Life Counts Points!
cheese crisps
parsley fl akes
olive oil
St0re #43, 100 Beac0n Street, B0st0n MA 02115
..
3, 2012 06:12 : .
GRAINS
FRUIT
VEGETABLES
MEAT
DAIRY
SNACKS
10% OFFBEACON HILL ROCKCLIMBING
12 Constitution Drive, Boston, MA 02115
www.beaconhillrockclimbing.com
Earned this Quarter: 42
sourdough loaf
honey nut granola
water crackers
oranges, navel - 2.67 lb
kiwi - 3/$1.00
onions, 3lb bag
celery hearts
garlic
chicken legs, 2.35 lbs
skim milk, 1 gallon$3.98
$0.99
$4.99
$3.99
$5.97
$1.37
$5.87
$3.00
$3.99
$1.89
$0.30
$6.23
$1.99
SUBTOTAL
TAX, 6.5%
TOTAL
$44.56
$2.90
$47.46
To learn more about Good Life Counts and our Good
Life Program, please visit www.moransgoodlife.com
As each customer will be receiving a receipt, we include a blank
grocery list on the back, color coded and divided by food groups
to encourage the customer to plan a balanced diet ahead of
their shopping trip.
plangrocery list
— 53 • • •
m0ran s
M A R K
m0ran s
M A R K
A color range from good, great, to best, Moran’s Mark helps
customers in making wise decisions on food produced by an
outside vendor. It is Moran’s Seal of Approval. Moran’s does
the work, so the customer doesn’t have to.
BUYQuality mark
• • • 54 —
FRUITFRUITFRUIT FRUITFRUITFRUITFRUITFRUIT FRUITFRUIT
FRUITFRUITFRUIT FRUITFRUITFRUITFRUITFRUIT FRUITFRUIT
FRUITFRUITFRUIT FRUITFRUITFRUITFRUITFRUIT FRUITFRUIT
FRUITFRUITFRUIT FRUITFRUIT
VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES
VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES
VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES
VEGETABLESVEGETABLESVEGETABLESGRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINSVEGETABLESGRAINSVEGETABLES
GRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINSVEGETABLESGRAINSVEGETABLES
GRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINSVEGETABLESGRAINSVEGETABLES
GRAINS GRAINSGRAINSGRAINSGRAINSGRAINSGRAINSGRAINS GRAINS GRAINSGRAINS
FRUITGRAINSFRUIT
FRUITGRAINSFRUITGRAINS GRAINSGRAINSGRAINSGRAINS
GRAINSGRAINSGRAINS GRAINS GRAINSGRAINSFRUITGRAINSFRUITGRAINS GRAINSGRAINSGRAINSGRAINS
GRAINSGRAINSGRAINS GRAINS GRAINSGRAINSFRUITGRAINSFRUITGRAINS GRAINSGRAINSGRAINSGRAINS
PROTEINPROTEIN PROTEINPROTEINPROTEIN PROTEINPROTEIN
PROTEINPROTEIN PROTEINPROTEINPROTEIN PROTEINPROTEIN
PROTEINPROTEIN PROTEINPROTEINPROTEIN PROTEINPROTEIN
PROTEINPROTEIN PROTEINPROTEINPROTEIN PROTEINPROTEIN
PROTEIN PROTEINPROTEIN
DAIRYDAIRY DAIRYDAIRY DAIRYDAIRY
DAIRYDAIRY DAIRYDAIRY DAIRYDAIRY
DAIRYDAIRY DAIRYDAIRY DAIRYDAIRY
SNACKS
SNACKSSN
ACKS
SNACKSSN
ACKS
SNACKSSN
ACKS
SNACKS
SNACKS
GRAINS
M0RAN’S MARKETgood goods
While shopping feel free to use our basket guide. Fill these colored sections with the coordinating food to obtain a well balanced diet. Keep an eye out for Moran’s Mark, our seal of approval for Good Goods!
Welcome to the Good Life FRUIT
DAIRY
PROTEIN
SNACKS
VEGETABLES
— 55 • • •
FRUITFRUIT FRUITFRUITFRUITFRUIT FRUITFRUIT FRUITFRUIT
FRUITFRUIT FRUITFRUITFRUITFRUIT FRUITFRUIT FRUITFRUIT
FRUITFRUIT FRUITFRUITFRUITFRUIT FRUITFRUIT FRUITFRUIT
FRUITFRUIT FRUITFRUIT
VEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLESVEGETABLES VEGETABLESVEGETABLES
VEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLESVEGETABLES VEGETABLESVEGETABLES
VEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLESVEGETABLESVEGETABLES VEGETABLESVEGETABLESVEGETABLES
VEGETABLESVEGETABLES VEGETABLESVEGETABLESGRAINS
M0RAN’S MARKETgood goods
While shopping feel free to use our basket guide. Fill these colored sections with the coordinating food to obtain a well balanced diet. Keep an eye out for Moran’s Mark, our seal of approval for Good Goods!
Welcome to the Good Life FRUIT
DAIRY
PROTEIN
SNACKS
VEGETABLES
By contextualizing the food group ratios, the customer can
easily see how their food choices compare to the suggested
choices, allowing them to make their own decisions. Also
provided within a carriage scenario.
BUYIn-basket food group Place mat
• • • 56 —
WWW.MORANSGOODLIFE.COMbecome part of our Good Life program MORAN’S MARKET, STORE #45 MARLBOROUGH, MA
m0ran s
M A R K
Look for our Seal of Approval
TO HELP MAKE THE BESTCHOICES FOR YOUR FAMILY
GOOD CHOICEGREAT CHOICEBEST CHOICE
m0ran s
M A R K
m0ran s
M A R K
MEAT MEAT
DELI & SEAF00D
JUIC
E JUIC
E
FRUIT
FRUIT
FRUIT
FRUIT VEG
VEG
VEG
VEG
CHEE
SE MEAT
BAKER
Y
BREAD
EGGS
DAIRY
CEREAL
GRAINS
snacks
snacks
snacks
prep
prep
healthh0use
fr0zen
fr0zen
f00ds
registers registersM0RAN’S MARKET
good goods
Grocery L�t
Need help making a list? Check the back ofyour reciept after purchasing for a guide!
Welcome
WWW.MORANSGOODLIFE.COM
— 57 • • •
WWW.MORANSGOODLIFE.COMbecome part of our Good Life program MORAN’S MARKET, STORE #45 MARLBOROUGH, MA
m0ran s
M A R K
Look for our Seal of Approval
TO HELP MAKE THE BESTCHOICES FOR YOUR FAMILY
GOOD CHOICEGREAT CHOICEBEST CHOICE
m0ran s
M A R K
m0ran s
M A R K
MEAT MEAT
DELI & SEAF00D
JUIC
E JUIC
E
FRUIT
FRUIT
FRUIT
FRUIT VEG
VEG
VEG
VEG
CHEE
SE MEAT
BAKER
Y
BREAD
EGGS
DAIRY
CEREAL
GRAINS
snacks
snacks
snacks
prep
prep
healthh0use
fr0zen
fr0zen
f00ds
registers registersM0RAN’S MARKET
good goods
Grocery L�t
Need help making a list? Check the back ofyour reciept after purchasing for a guide!
Welcome
WWW.MORANSGOODLIFE.COM
Human nature urges people to go towards the center of a room, so
by placing the good food in the center, it encourages purchasing of
these foods. This map can be attached to any cart, with a place for a
grocery list, to help the customer while shopping.
BUYStore configuration & map
• • • 58 —
m0ran s
M A R K
m0ran s
M A R K
m0ran s
M A R KM0RAN’S MARKET
VANILLA P0ACHED PEARS
1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12
4 PEARS, PEELED
1 VANILLA BEAN POD
1 CUP WHITE SUGAR
• Bring the water, wine, vanilla pod, and sugar to a boil in a medium sized pot.• Reduce the heat to low and submerge the pears for 30 minutes until tender.• Remove pears from liquid to cool• Let liquid simmer until syrupy.
1 BOTTLE WHITE WINE
1 CUP WATER
M0RAN’S MARKET1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12
SWEET P0TAT0 FRIES
SWEET POTATOTES
OLIVE OIL
SALT, COARSE
• Preheat the oven to 450°• Peel and slice potatoes into 1/4 inch long slices• Toss in just enough oil to coat• Sprinkle with salt• Bake 20 minutes until browning
M0RAN’S MARKET
CLASSIC BAKED CHICKEN
ONE WHOLE CHICKEN (6 LBS)
SOFTENED BUTTER
SALT & PEPPER
• Preheat the oven to 375°• Rinse and pat dry• Rub butter over chicken with your hands• Sprinkle with salt and pepper• Can add garlic & thyme for extra taste• Bake 1 ½ - 2 hours
SIDE DISH: SWEET POTATO FRIES
— 59 • • •
m0ran s
M A R K
m0ran s
M A R K
m0ran s
M A R KM0RAN’S MARKET
VANILLA P0ACHED PEARS
1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12
4 PEARS, PEELED
1 VANILLA BEAN POD
1 CUP WHITE SUGAR
• Bring the water, wine, vanilla pod, and sugar to a boil in a medium sized pot.• Reduce the heat to low and submerge the pears for 30 minutes until tender.• Remove pears from liquid to cool• Let liquid simmer until syrupy.
1 BOTTLE WHITE WINE
1 CUP WATER
M0RAN’S MARKET1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • 12
SWEET P0TAT0 FRIES
SWEET POTATOTES
OLIVE OIL
SALT, COARSE
• Preheat the oven to 450°• Peel and slice potatoes into 1/4 inch long slices• Toss in just enough oil to coat• Sprinkle with salt• Bake 20 minutes until browning
M0RAN’S MARKET
CLASSIC BAKED CHICKEN
ONE WHOLE CHICKEN (6 LBS)
SOFTENED BUTTER
SALT & PEPPER
• Preheat the oven to 375°• Rinse and pat dry• Rub butter over chicken with your hands• Sprinkle with salt and pepper• Can add garlic & thyme for extra taste• Bake 1 ½ - 2 hours
SIDE DISH: SWEET POTATO FRIES
Each fresh food is accompanied by a healthy recipe, changing
periodically. Always under 6 ingredients, all which can be found
within the market. The card also either tells which months that
food is in season, or suggests and appropriate side dish.
C00krecipe cards
• • • 60 —
m
0ran s
M0RAN’S MARKETgood goods
TURN OVER FOR PORTION & LONGEVITY GUIDE
Enjoy our Good GoodsYou earned 6 Good Life Counts Points!
cheese crisps
parsley fl akes
olive oil
St0re #43, 100 Beac0n Street, B0st0n MA 02115
..
3, 2012 06:12 : .
GRAINS
FRUIT
VEGETABLES
MEAT
DAIRY
SNACKS
10% OFFBEACON HILL ROCKCLIMBING
12 Constitution Drive, Boston, MA 02115
www.beaconhillrockclimbing.com
Earned this Quarter: 42
sourdough loaf
honey nut granola
water crackers
oranges, navel - 2.67 lb
kiwi - 3/$1.00
onions, 3lb bag
celery hearts
garlic
chicken legs, 2.35 lbs
skim milk, 1 gallon$3.98
$0.99
$4.99
$3.99
$5.97
$1.37
$5.87
$3.00
$3.99
$1.89
$0.30
$6.23
$1.99
SUBTOTAL
TAX, 6.5%
TOTAL
$44.56
$2.90
$47.46
To learn more about Good Life Counts and our Good
Life Program, please visit www.moransgoodlife.com
MARKETgood goods
You earned 6 Good Life Counts Points!
cheese crisps
parsley fl akes
olive oil
St0re #43, 100 Beac0n Street, B0st0n MA 02115
..
3, 2012 06:12 : .
Earned this Quarter: 42
oranges, navel - 2.67 lb
onions, 3lb bag
chicken legs, 2.35 lbs
skim milk, 1 gallon$3.98
$0.99
$4.99
$3.99
$5.97
$1.37
$5.87
$3.00
$3.99
$1.89
$0.30
$6.23
$1.99
SUBTOTAL
TAX, 6.5%
TOTAL
$44.56
$2.90
$47.46
To learn more about Good Life Counts and our Good
GROCERIESGRAINS
FRUIT
VEGGIES
MEAT
DAIRY
SNACKS
M0RAN’S MARKETgood goods
GRAINS FRUITS VEGGIES MEAT DAIRY
1 OZ6•DAY
½ CUP4•DAY
½ CUP4•DAY
5½ OZ1•DAY
1 CUP3•DAY
PORTION SIZES
— 61 • • •
By using common objects to express portion sizes instead of measuring
units, the customer can fully actualize an appropriate size. With
that, the customer is given how many times a day to each that serving
size. Eating the right food is no good if you are not eating it right.
EATPortion guides
m0r
an s
M R K
M0RAN’S MARKETDELI
TURN OVER FOR PORTION & LONGEVITY GUIDES
Enjoy our Good Deli GoodsA54 !
nnn ssss
RRR KK
MARKET
TURN OVER FOR PORTION & LONGEVITY GUIDES
TURN OVER FOR PORTION & LONGEVITY GUIDES
TURN OVER FOR PORTION & LONGEVITY GUIDES
TURN OVER FOR PORTION & LONGEVITY GUIDES
TURN OVER FOR PORTION & LONGEVITY GUIDES
TURN OVER FOR PORTION & LONGEVITY GUIDES
Enjoy our Good Deli Goods
Enjoy our Good Deli Goods
Enjoy our Good Deli Goods
Enjoy our Good Deli Goods
Enjoy our Good Deli Goods
Enjoy our Good Deli GoodsMEAT 1•2•3•4•5 DAYSCHEESE 1•2•3•4•5•6•7•8•9•10•11•12•13•14 DAYS
1 CUP3•DAY
5½ OZ1•DAY
DAIRYMEAT
FRESH SERVING
2 OZ1•DAY
2 OZ1•DAY
DAIRYMEAT
AT THE DELI
AT THE DELIFOOD LONGEVITY
PORTION SIZES
PORTION SIZES
— 67 • • •
Case Studies
let’s move & the president’s challenge America, 2010Let’s Move is an initiative launched by Michelle Obama, using comprehensive strategies and common sense aimed at raising a healthier generation. Resources are available for parents, kids, and schools to help foster a healthy environment that supports healthy choices. Following the footprints of the President’s Challenge, Let’s Move also encourages setting active lifestyle goals.
jamie oliver : ted 2008, food revolution campaign America & Europe, 1990s-2000sUsing his celebrity as a famous chef, Jamie Oliver calls for a change in our culture, primarily focused on instilling healthy eating habits in children from a family unit. He encourages changes in school lunches and education, as well as cooking at home, and eating around a dinner table. massachusetts department of public health & blue cross blue shield of massachusettsMassachusetts, 2007In an effort to understand collaborations between stakeholders such as academic institutions, state education agencies, and businesses (not health agencies), MDPH and BCBS launched an initiative focused on preventing childhood obesity. Similar to Healthy Choice (health care program), this initiative focused on increasing opportunities for physical activity and increasing knowledge on nutrition and fitness.
the classic food pyramid : united states department of agricultureAmerica, 1992The Food Pyramid depicted the recommended intake of various foods, broken down into 6/7 basic food groups. The first Food Pyramid was published in 1974 in Sweden. Though a visual ratio was glanceable, the actual amount of food had to measure in cups and ounces. nutrition plate / nutrition keys : michelle obama & eatwell plate (uk)America & Europe, 2011Based on the UK’s Eatwell Plate, Michelle Obama launched a Nutrition Plate as part of her Let’s Move Campaign. Using a reference point familiar to the country, the Nutrition Plate establishes the recommended ratios of daily food group intake, through the example of a single meal. The Nutrition Keys are an element of Let’s Move as well, moving the most vital information of packaged food to the front of the product in an easy to read manner. eat ‘em like junk food : a bunch of carrot farmersAmerica, 2010In an effort to make carrots “the official favorite food of everyone, everywhere,” a group of carrot farmers (Bolthouse Farms, A.F. Silveria & Son, Blackwell Land, LLC, and Borzini Farms) changed the packaging of their carrots to look like that of junk food, like Doritos. Lead by an ex-Coca Cola exec, they used packaging, commercials, and print advertisements to target all ages and genders.
— 69 • • •
Be Love Farm, California, 2012
The Center for Mindful EatingClatskanie, Oregon
Julia Child
CSA, Community Sustained AgricultureGreen Meadows Farm, Hamilton MA
the Examiner, 2010Teaching Nutrition with Game Theory to Sacramento’s Kids in School Cafeterias
Fergus Henderson, 2004“Nose to Tail Eating”“The Whole Beast”
Gratitude Cafe, California, 2012
Hobby Farms.com, 2011
David A. Kessler“Conditioned Hypereating”
“5 Modern Ways to Show Food Gratitude” #foodthanks
Dr. Monteiro, World Nutrition Journal, 2010 “Commentary: The big issue is ultra processing”
Native American philosophy“Love food in every stage of it’s life”
The New York Times, 2009XXXL : Why are Americans Fat?
Jenna Norwood, Raw foodism (rawism)“Supercharge Me! 30 Days Raw”
Jamie Oliver - TED Talk, February 2010
Michael Pollan, the Daily Show, January 4, 2010“Food Rules”
Smarter Lunchrooms Campaign, 2011
Martha Stewart
Terry Walters, Eat Seasonal Philosophy“Clean Food,” 2009“Clean Start,” 2010
References
— 71 • • •
Colophon
creationKelly HendricksonMassachusetts College of Art and DesignSpring 2012
fabrication Adobe InDesign CS4Shutterfly, USA typographic commendationMarket DecoMr. EavesMrs. Eaves