Wearing a face mask is mandatory in many restaurants. However, we take our mask off when the food comes. Experts often suggest diners to bring a clean, breathable container like a small mesh laundry bag or a brown bag to put the mask in. However, I have not formed this healthy habit yet. Therefore, I often place my mask on the table and then blame myself.
Recently, I found a clever solution for this issue at Joo Ok, a Korean contemporary dining restaurant in Seoul. This restaurant does not blame me but helps me follow rule.
Joo Ok is the creation of Chef Shin Chang Ho, winner of a Michelin star in the 2018 – 2021 editions of The Michelin Guide to Seoul. Its cuisine captures the essence of Korea’s four seasons, based on fermented jang sauces and vinegar, the pillars of Korean cuisine. Perilla oil pressed from seeds harvested in Chef Shin’s mother-in-law’s vegetable garden in Jinju, and some 30 varieties of homemade vinegar, brewed using proprietary recipes, are the stars of Joo Ok’s cuisine.
In this restaurant, diners are provided with mask pockets made by recycled paper. Certainly, they are not permanent and feasible solutions for every single restaurant. However, after having experienced a carefully designed mask bag, I start considering whether a mask bag is on the table when evaluating my restaurant experience.
Another simple visual nudge was found in Seoul, Korea. The elevator floor was divided into nine squares. A single pair of foot prints was painted inside each square, suggesting only nine people in total were asked to ride an elevator.
Governments are increasingly adopting behavioral science techniques for changing individual behavior in pursuit of policy objectives. The types of “nudge” interventions that governments are now adopting alter people’s decisions without coercion or significant changes to economic incentives. We calculated ratios of impact to cost for nudge interventions and for traditional policy tools, such as tax incentives and other financial inducements, and we found that nudge interventions often compare favorably with traditional interventions. We conclude that nudging is a valuable approach that should be used more often in conjunction with traditional policies, but more calculations are needed to determine the relative effectiveness of nudging.
Jaewoo Joo | design thinking, behavioral economics, new product development, new product adoption