Findings
ÅKER is built on research into the gap between what guests say they value and what they are willing to pay for.
The starting question was simple: why do guests say they value local and sustainable dining, but not always pay for it?
ÅThree findings
Many guests say they like local, seasonal and responsible food. But when a dish becomes more expensive, they do not automatically choose it. Restaurants cannot rely on good intentions — the dish has to feel worth it.
Restaurants can work with beautiful ingredients and small producers, but if the guest does not understand the value, the value becomes invisible. A dish is judged by the full experience — the menu, the story, the service, the price, the feeling.
The value of a dish is not only created in the kitchen. It is also created in the way the dish is named, described, presented and explained. That is why ÅKER includes menu copy and staff briefing in every project.
Pilot test
During a pilot at Café Dapper, guests were served a dish built around local ingredients and given information about the origin and the producers behind it.
The goal was to test whether origin, producer storytelling and clear menu communication could increase the perceived value of a dish.
Key result
75% of respondents stated they would be willing to pay €2 to €5 more when origin and producer stories were clearly communicated.
The result does not prove actual purchasing behaviour yet. It shows potential — that storytelling and menu communication can increase perceived value. The next step is to test ÅKER in a paid restaurant setting.
What this means
The issue is not only that sustainable ingredients cost more. The issue is that their value is often not translated clearly enough.
ÅKER helps restaurants translate producer value into guest value.