Another busy day at work so my lunch routine was going to be a quick trip to the local sub shop again. The way I go to the sub shop now is a change for me because I start to think about what I am going to get ahead of time instead of figuring it out when I get there. I basically know the options and know roughly how many calories they represent. I then have to compare it to what I have eaten so far for the day to determine what my choices are.
Since this is still a new process for me, at the time of ordering I really do have to cognitively work through the details. I was really focused on what choices I was making; which bread, which meat, which toppings, which dressing. It was when I was making those choices that it happened. I fell into the trap of the "value" buy.
Part of what makes it difficult for us to be successful when purchasing food is that the system that we live in (especially the quick serve restaurants) is set up to work against the good choices. America is based on "value buying." We are programmed to find success in getting more for our money, not getting just what we need. We have super size, king size, giant size, and every other superlative description for meals that convince us that we win when we can have the portion of our meal practically doubled for only 50% more money. How can we pass up that value?
For me, it was being told that on Tuesday, I can have my 6" sub converted to a foot long for just $1 more. So in the flurry of my selection activity of which toppings and dressing I was going to add to my chicken sub, I said "yes" without even thinking about it. It was quick, it was easy, and it was instinctive. A remnant from my old programming for managing food.
After getting in the car with my meal, I finally realized what I had done (and it wasn't until then, approximately 3 minutes later). I was disappointed in myself because I knew that just the day before, I was perfectly satisfied with the 6" meal. After getting back to the office, I proceeded to eat lunch and found myself an out for this instinctive purchase. I was only going to eat half and save the rest for tomorrow. A simple solution you would think, but it went against all of my programming to do it.
"Value-based" purchasing in the food industry is one of the largest downfalls for people like me. I always pride myself on getting a good deal, from my TV, to my car, to my hamburger. But the value is not a description of the food, it is a description of the money we spend to acquire it. A distinct difference. So while I feel like I am saving money (ironically by spending more), what I really am doing is eating more than I should. And there is no value in that.
Interesting to know.
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