Hi! We’re Nanon and Jim, and we’d like to help you reduce the impact of your menu. Behavioral Roots is our way to use our skills to help keep the earth alive.
We map the impact of every dish you serve, then use proven behavioral science to gently nudge your customers toward lower-impact choices, without preaching, pressuring or restricting. Nothing gets taken off the menu.
Small design changes like renaming a dish, reordering a menu or swapping a default measurably shift what people order, without anyone feeling pushed.
When a plant-based lunch was made the default option at conference registration, uptake jumped from 2% to 87%, with meat still freely available to anyone who wanted it.1 And over 60% of diners picked a wrap when it carried no label, but only around 35% chose the identical wrap once it was labeled “vegan”.2 This shows the words on a menu matter as much as the dishes on it.
How it works
Our process follows the Behavior Change Wheel, a scientific framework used in health and sustainability projects worldwide.
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1
Baseline
We assess the environmental impact of every product on your menu and combine it with your sales numbers, giving you a single figure for the footprint of what you sell.
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2
Introduce changes
Using techniques proven in behavioral science, we propose small, practical changes to your space and the design of your menu. Low-cost, respectful, and easy to try.
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3
Measure the impact
We keep measuring, so we can prove the changes actually worked. You get tangible results, we get to improve our method over time.
Why it’s free
We’re not a consultancy and we’re not selling you anything. We believe real change comes through individual action. This is how we take ours, and how we help you take yours. We offer our time for free because the mission matters more than a fee.
About us
We’re two people who care about the environment and want to put our professional skills to work on it.
Interested?
The best place to start is a short conversation.
or email us at nanonwollenhaupt@behavioralroots.org