As consumer preferences evolve, dining choices are increasingly influenced by not only taste and price but also the safety and sustainability of ingredients. This shift presents a challenge for restaurants, which are now striving to meet heightened consumer expectations regarding food sourcing.
Researchers at the University of Missouri are exploring an innovative approach that may assist restaurants in this endeavor—blockchain technology. This cutting-edge system has the potential to provide transparency in ingredient sourcing, thereby empowering consumers with detailed information about their food’s journey throughout the supply chain.
Pei Liu, an associate professor of hospitality management at the University of Missouri, emphasizes that modern diners are increasingly vigilant about the origins of their food, as well as how safely it is produced. However, many patrons struggle to obtain credible information about ingredient sourcing, due to the lack of consistent and clear communication from restaurants. Liu’s research indicates that blockchain could be a gamechanger in this respect.
Blockchain operates on a decentralized and secure platform that records transactions across multiple computers. Each entry in the blockchain is securely linked to the previous one, creating an immutable record that diminishes the likelihood of tampering. By employing blockchain for food traceability, restaurants can foster greater trust with consumers, enhancing their reputation and contributing to a better dining experience.
In their study, Liu and her team found that consumers are often willing to pay higher prices for meals when blockchain technology alleviates their concerns regarding food safety. Since food safety was identified as the most pivotal factor influencing diners’ decisions, increased transparency via blockchain could ultimately lead to increased revenues for restaurants.
The concept drew inspiration from its application within the fashion industry, where blockchain is already employed for tracking materials like cotton. Liu proposes a similar RFID tracking method for food ingredients, where each item is scanned at multiple checkpoints—from shipping and storage to movement within the restaurant. This process is designed to be straightforward for consumers, who could access all relevant information via a quick scan of a QR code on the menu.
For consumers, the detailed data vis-a-vis ingredient origins can clarify any uncertainties regarding the freshness and safety of their food. “It’s going to show customers when the dishes were made, what farm the ingredients came from, and how the ingredient was transported,” explains Liu.
While some restaurants in major cities in the U.S. and Europe are already implementing these practices, Liu’s research highlights varying levels of consumer concern regarding food safety, health, and environmental issues. In surveys, it became clear that food safety concerns most significantly contributed to consumer uncertainty, overshadowing issues related to health consciousness and environmental sustainability.
Interestingly, the study also revealed demographic trends in consumer behavior, indicating that older adults and those with higher educational backgrounds tended to place greater importance on the transparency offered by blockchain technology. Liu aims to further investigate whether simply claiming the use of blockchain technology is sufficient to assuage consumer concerns or if seeing the data firsthand is necessary for true confidence.
The findings from this study will be published in the British Food Journal, providing insight into how emerging technologies can align with consumer expectations and contribute to a more sustainable food system in the restaurant industry.
