Forsa blog
Behaviour
3 min read
Cheaper food is not lesser food.
The hardest thing to design around is the assumption that a discount implies a compromise.
Discount culture in food has taught people to expect a catch: an older item, a smaller portion, the thing nobody ordered. Overcoming that is a brand problem before it is a product one.
Which is why photography matters more than any badge on the card. If the dish looks like something you would pay full price for, the discount reads as luck rather than as a warning.
The goal is a customer who mentions the restaurant, not the app, when a friend asks where dinner came from.
And why we resist mystery formats as the default. Not knowing what you are buying is a fun mechanic occasionally and a bad foundation permanently.
discount stigma
food quality
food photography
brand trust
mystery bags
