When I hit the road with my family, choosing where to eat can be tough. Most options are the same old fast-food joints like McDonald’s or KFC. The only alternatives we find between Russia and Lithuania are small cafés, and the food there often leaves much to be desired.
I dream of healthier choices! Give me a brown rice bowl with crispy chicken, fresh greens, and a zesty mint sauce. I’d take that over a burger and fries any day.
This summer, I got a taste of how to innovate in business while participating in the Future of the Business World (FBW) program at the Wharton School, University of Pennsylvania. My project group, which included students from Lithuania, China, the U.S., and India, explored ways to improve existing markets using a method called “copy and improve.” This means pinpointing what works in successful businesses and making it better.
During the program, we focused on the dining options at the University of Pennsylvania. We talked to students about their frustrations, especially the long waits for food. That sparked an idea: what if there was an app that let students order ahead? They could choose a pickup time, eliminating the hassle of waiting in line. Our research showed that time is crucial for diners, especially students with busy schedules.
This project made me think about healthier eating options in Lithuania. How could these restaurants take a page from the fast-food playbook to boost customer service and loyalty?
Speed Matters
Economics teaches us that resources are limited while demand is not. People consistently want quicker service. My informal survey of 40 friends and family revealed that 97.5% would choose a healthy restaurant if it offered fast service. If healthy dining spots can speed up their delivery, they might attract more customers looking to eat healthy on the go.
Understand the Value
Another point we discussed in FBW was elastic goods. Many people grab fast food because it’s cheap. However, it’s unrealistic for healthier options to drop their prices significantly due to higher ingredient costs. Instead, it’s vital for customers to see the value in paying extra for quality. My survey showed that while some were willing to pay a bit more for healthier meals, a staggering 87.5% would pay up to 30% more if they understood the value they were getting. Restaurants need to communicate this added value effectively.
My experience in the FBW program opened my eyes to how food deserts create challenges in finding healthy options. I now have a deeper interest in economics and market research, and I see a path to better dining choices in Lithuania and Russia. My goal is to help create vibrant, healthy restaurant options in the future.
Alena Z., 16, a sophomore at Crimson Global Academy living in Vilnius, Lithuania, participated in Wharton Global Youth’s Future of the Business World in the summer of 2024.
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