Why Free Sh*t Tastes Better

Hi Hi all. Happy Autumn and all that...

😑

Ok, aside from the seasonal gloom I have had a few good things sprout up in my life lately and they have come in the form of FREE FOOD AND DRINKS. I don't know about you, but I love it! Free WholeFoods smoothies, free coconut yoghurts handed out at underground stations, free nutty desserts from restaurants near China Town... damn, they're all welcome! But why is it that free sh*t tastes better? I've been pondering this and decided to flesh out a somewhat anecdotal, somewhat researched answer for you...

1) The element of surprise – is real. Unexpected pleasantness. Without expectation or with lower expectations, one can be positively affected to a greater degree. (Well, I think so) i.e. You didn't expect to walk into your favourite coffee shop and there be an offering of avo, chilli flake toast on the bench for guests to munch. Thus, I didn't have to go out my way or exert new effort to receive an added bonus. It elevated an ordinary, predictable experience.

😆

2) Value – humans love value and 'FREE' creates a new type of demand – a demand with a limit; "get it whilst it's there, as this opportunity doesn't occur often." From a brand POV: It also adds a positive connotation to the product/service, knowing that they were willing to give something away with nothing in return (for the moment anyway). Thus in turn, it creates a memory with consumers, which may lead to future business...they hope.

😚

3) Food/drink is a highly emotional entity – When you provide something that tickles the emotional strings inside, you're on to a winner. It's human nature to be drawn to and seek out food – take out the graft of having to 'hunt and gather it' and you can add another gold star. When you provide food that someone likes (i.e. a vegan who walks past a new cafe giving out spirulina shakes), you're winning again. When you make it FREE, oh boyyyyy, you've got a golden formula!

😋

4) The word "FREE" already has positive connotations – it's got something to do with cost-benefit. With free food there is no exchange, just benefit. Someone on Reddit said our brains release endorphins as a response, but, I don't know if that's true... Let me know if you find the science? I get buzzed enough from it anyway.

🤑

-Contrastingly, research has found a higher price tag makes food taste better. It's important to differentiate here that a person has intentionally set out to eat and pay; the starting mindset is key. A more expensive meal creates a higher perceived value due associated to demand, exclusivity and the specialness created around it. This blog post talks stumbling across free sh*t. Our value systems change within different parameters. If you're interested in the value of food and human nature, listen to this Freakonomics episode on pizza.

 🍕🍕🍕

So this is why free sh*t tastes better. 

My advice is to hang around tube stations (Soho, Waterloo, Piccadilly for samples), follow young companies on Twitter for giveaways and keep an eye out for new pop up stalls/openings. I GOT A WHOLE FREE ALMOND MATCHA the other day from Dayrooms cafe on Theobalds road, London. They're super nice in there! (Also, if you walk about more you'll be the first to know ;) )

OK thnxx, baii, have a gud 1