Overview:

Mission-driven institutions such as zoos, aquariums, and museums face a unique challenge: their food programs are expected to reflect the same conservation values that define their organizations. At the same time, they must deliver the taste, value, and familiarity guests expect from their most popular menu item —the burger. 

Woodland Park Zoo partnered with JOYN Foods and Levy to test whether a balanced burger could align with the zoo’s environmental mission without compromising guest satisfaction. 

The Result:

When positioned as the default burger option, 90% of guests chose the balanced burger, allowing the venue to retain its #1 selling menu item while significantly reducing its environmental impact.