Plant-Based Burgers & Campus Dining:

Is Convenience the Key?

Background Methods Discussion
Modern consumers regard more information about food This was an observational study. Plant-based burgers Results found that students were 50 x more likely to choose a
products compared to consumers of the past. Young are served on the cycle menu once/month at a self- plant-based burger option when it is conveniently served vs. a
consumers tend to consider sustainability and ethical serve station called Fresh Bites as a build your own made-to-order item. The most preferred plant-based burger from
standards behind their products (National Purchase Diary burger. The primary researcher observed the Fresh Bites was the Gardein Veggie Burger.
As previously stated, convenience is an essential part of
Panel Inc, 2019). This has created a greater demand for Watterson Dining Center at Illinois State University
decision-making for consumers. As observed by dining hall staff,
sustainable food options derived from plants. A common on 11/5/2019 from 11:00 a.m.-2:00 p.m. to observe many students arrive to the dining hall and rapidly look for the
product is plant-based burgers made from pea, soy, the number of students that chose a plant-based option they like with the shortest line of wait. The Fresh Bites
potato, and wheat proteins. burger from Fresh Bites. The researcher then station rarely has a wait longer than one minute.
analyzed dining center logs from the Grill station, to The researcher observed that many of the students who chose a
Convenience plays an essential role in food choices of the
compare the average number of plant-based burgers plant-based burger from Fresh Bites, additionally had meats on
modern consumer. Research has found that college their plate (burgers, pork chops, chicken). Another potential
ordered at each station. Descriptive statistics and
students select food choices based on convenience, taste, reason for preference of a self-serve option was to avoid the
frequency tables were generated to characterize the
time, and price rather than nutritional value (Sogari et al., stigma of ordering a plant-based item when not identifying as
sample.
2018). It is because of this that foods with high nutritional vegan/vegetarian.
value should be as readily available as high-calorie fast or
convenience-type foods. Results Benefits to serving Plant-Based Burges as a ready-to-serve item:
References: • Decrease stigma of having to ask for a plant-based burger
National Purchase Diary Panel Inc (2019, February 21). Gen Zs are getting older and making their AVERAGE NUMBER STUDENTS/STATION • Provides additional choices to vegetarian and vegan students
impact on restaurants and eating trends. NPD. https://www.npd.com/wps/portal/npd/us/news/press-
releases/2019/gen-zs-are-getting-older-and-making-their-mark-on-restaurants-and-eating-trends/ (11:00 A.M.-2:00 P.M.) • Potential to save $ with bulk purchasing of plant vs. animal
Sogari, G., Velez-Argumedo, C., Gómez, M. I., & Mora, C. (2018). College students and eating habits: 160 proteins
A study using an ecological model for healthy behavior. Nutrients, 10, (12), 1823.
140 • Increased inventory turnover rate of plant-based items
Number of Students

Disadvantages to ready-to-serve Plant-Based Burgers:

120
Problem & Purpose 100
• Increased demand on staff
• Establishing separate grill space from animal-based proteins
80
Plant-based burgers, frequently considered a vegan and • Initial loss in $ due to waste as students learn the item is
60 offered
vegetarian product, are primarily served at a grill station
40
by request only at the Watterson Dining Center at Illinois
20 There were several limitations to the study. The data collection
State University in Normal, IL. It should be noted that at
0 for Fresh Bites was recorded on a single day. The logs used to
this station, animal-based proteins (burgers, breaded Fresh Bites Grill
Number of people 150 3
record the average number of plant-based burgers served at the
chicken, chicken breasts) are readily available as a grab- grill station was taken from about 20 weekdays of logs. Another
and-go item with little to no wait by the consumer. limitation to the study was inconsistencies in staff member log
Ordering a plant-based burger at this station takes BURGER PREFERENCE AT FRESH BITES
recordings. While temperatures for chicken and beef were
approximately eight minutes to prepare from frozen to fully logged hourly in their respective categories, plant-based burgers
cooked at a temperature greater than or equal to 175°F. did not have their own designated area and were commonly
scratched to the side of logs.
Gardein Veggie Garlic Roasted

The purpose of this study was to observe how frequently Burger

37%
Quinoa Burger
36% Conclusions
students at Watterson Dining Center at Illinois State
The conclusion of this study is that more students choose plant-
University chose a plant-based burger item when it is
based burgers when they are conveniently served vs. a made-to-
conveniently self-served, versus when the student must order item. This study is pertinent to food service establishments
place an order for it to be cooked. who want to increase sales of plant-based items, meet
Sweet Potato
Quinoa Burger sustainability initiatives, or provide more vegan/vegetarian
Zak Kaesberg 27% options.