According to a recent article in BusinessWeek, there exists a growing trend among HR departments to keep an eye on the company healthcare bottom line by providing weight loss plans and/or watching employee calorie intake. As a result, companies are doing things like substituting junk food [like Krispy Kreme doughnuts] for healthier fare [such as fresh fruit]. Predictably it's a philosophy that receives mixed reviews. While I believe that most people understand and even appreciate the intent, they are nonetheless resentful of the "Big Brother-like" quality to this strategy, which certainly can feel heavy-handed or more like social engineering.
Hi-Tech To the Rescue
Reading the article, I was struck by what potentially seems to be an excellent approach to solving this dilemma. It involves the integration of online grocery shopping with a new technology currently being test marketed in NY called i-Sommelier. In this wine bar experiment, high tech tables with touch screen, drop down menus provide complete information about all the wines offered which substitutes for [human] sommeliers. Aside from saving specialized personnel cost, this strategy also removes the element of intimidation experienced by some diners who are not knowledgeable when it comes to wines.
Choosing with Your Head
What does this have to do with HR departments trying to cut caloric intake among their employees? The answer takes me back to my experience with one of the pioneers of the online grocery business-Webvan. This was a fabulous concept that simply had a poor long-term business strategy. Therefore, in spite of a billion dollars in financing [that’s NINE zeroes indeed], they went "belly-up." Now that other companies have improved the business model, it’s once again a very popular shopping tool. I discovered then that grocery shopping online actually saved me both money and calories [in addition to time] even though some prices were slightly higher. Why? There was no impulse shopping. I sat down at my computer with my grocery list, cruising their e-aisles to find all of my desired products finishing with relative speed and ease purchasing NO junk! The difference of course is that I was shopping with my head & not my eyes [or worse, a growling stomach].
Changing the Narrative
I think this “table-top” concept applied to corporate cafeterias perfectly straddles the line between the corporate conscious healthcare bottom line and employees who may resent losing their ability to make their own choices. Based on my experience as a therapist, with a healthier corporate “goal” in mind [as opposed to mandate], when faced with selecting their food choices with their brains, they too may be likelier to police themselves. This method changes the narrative so instead of being perceived as “Big Brother,” companies can be viewed as watching their healthcare costs through self-empowerment. This strategy puts three critical elements in play, personal choice, tools for change, and personal accountability. In the long run, self-discipline is a far more effective weapon when looking for sustained change. Otherwise absent real and long term change, companies are likely to find themselves with results that more closely reflect “one step forward, two steps backward” instead.