Food and Beverage
Why eating cheap chocolate can feel embarrassing – even though no one else cares
Cheap Chocolates: The concept of “consumption stigma” describes how societal judgments influence individuals’ everyday consumption choices, leading to feelings of embarrassment and anxiety. People may alter their behaviors to avoid stigma, sometimes opting for more expensive products. Reclaiming the narrative around consumption can help reduce stigma, fostering a more accepting marketplace.
Siti Nuraisyah Suwanda, West Virginia University; Emily Tanner, West Virginia University, and M. Paula Fitzgerald, West Virginia University
It’s February, and you grab a box of cheap Valentine’s chocolate from the grocery store on your lunch break. Later, you’re eating it at your office desk when you realize someone else is watching. Suddenly, you feel a flicker of embarrassment. You hide the box away, make a joke or quietly wish they hadn’t noticed – not because the chocolate tastes bad, but because you don’t want to be judged for choosing it.
If the scenario above feels familiar, you’re not alone. Many people experience subtle embarrassment or self-consciousness about everyday consumption choices, from eating cheap Valentine’s chocolate to accepting free lunch from a school food program or having visible tattoos.
We are social marketing researchers who study stigma in marketing. In our research, we coined the term “consumption stigma” to describe how people can be judged or looked down on by others, or by themselves, simply for using certain products – even when there’s nothing objectively wrong with them.
Living with consumption stigma
When people feel judged for what they consume, or choose not to consume, the effects can be mentally exhausting. Feeling stigmatized can quietly erode self-esteem, increase anxiety and change how people behave in everyday settings. What starts as a small moment of embarrassment can grow into a persistent concern about being seen the “wrong” way.
In reviewing 50 studies about stigma in marketing, we found that people respond to consumption stigma along a continuum. Some try to avoid stigma altogether by hiding their consumption or staying away from certain products. Others adjust their behavior to reduce the risk of being judged. At the far end of the spectrum, some people actively push back, helping to destigmatize certain forms of consumption for themselves and for others.
The research we reviewed found that to avoid stigma, people may deliberately consume more expensive or socially approved alternatives, even when those choices strain their finances. Imagine someone who switches to a premium chocolate brand at the office, not because she prefers the taste, but because she wants to avoid feeling embarrassed.
Over time, this kind of adjustment could pull people into spending patterns that are beyond their means, feeding a cycle of consumption driven more by social pressure than genuine need or enjoyment. We suggest that the ramifications can be even more stark in other contexts – for example, when a child skips a free school lunch to avoid being teased, or when a veteran turns down mental health support because they fear being judged by others.
From a business perspective, when consumers avoid or abandon products to escape stigma, companies may see declining demand that has little to do with quality or value. We suggest that if consumption stigma spreads at scale, the cumulative effect can translate into lost revenue and weakened brand value.
Understanding consumption stigma, then, isn’t just about consumer well-being; it’s also critical for businesses trying to understand why people buy, hide or walk away from certain products.
Take back the narrative
Stigma often feels powerful because it masquerades as reality. But at its core, consumption stigma is a social judgment, a shared story people tell about what certain choices supposedly say about someone. When that story goes unchallenged, stigma sticks. When it’s questioned, its power starts to fade.
One way people reduce stigma is by reclaiming the narrative around their consumption. Instead of hiding, explaining or compensating, they openly own their choices. This shift from avoidance to acceptance can strip stigma of its force.
Imagine a shopper who embraces buying cheaper store brands at the grocery store, seeing it not as a compromise but as a sign of being savvy to pay less for the same thing. When people wear their choices like armor, whether it’s cheap chocolate, secondhand clothing or specialized physical or mental health services, those choices lose their sting. When a behavior is no longer treated as something shameful, it becomes harder for others to use it as a basis for judging or looking down on people.
Of course, stigma doesn’t disappear overnight. But research shows that when enough people stop treating a behavior as something to hide, the social meaning around it begins to change. What feels embarrassing in one moment can become normalized in the next. For example, research on fashion consumption has shown how wearing a veil, once widely stigmatized in urban and secular settings, gradually became seen as ordinary and even fashionable as more women openly adopted it.
Enjoying cheap chocolate shouldn’t require justification. Cold water tastes just as good out of an unbranded travel mug as it does from a Stanley tumbler. A generic sweatshirt keeps you just as cozy as Aritzia. And yet, many people feel the need to explain, deflect or upgrade their choices to avoid being judged. Understanding consumption stigma helps explain why and underscores that these feelings aren’t personal failures, but social constructions.
Sometimes, the most effective response isn’t to consume differently, but to think differently. When people stop treating everyday choices as moral signals, they make room for a more humane – and hopefully honest – marketplace.
Siti Nuraisyah Suwanda, Doctoral Student and Graduate Researcher in Marketing, West Virginia University; Emily Tanner, Associate Professor of Marketing, West Virginia University, and M. Paula Fitzgerald, Professor of Business Administration, West Virginia University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
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Local Business
Hawaiian Bros Opens First Glenwood, Illinois Location—Grand Opening Set for Feb. 16
Hawaiian Bros opens its first Glenwood, Illinois restaurant Feb. 16 with giveaways for the first 100 customers, VIP events Feb. 14, and island-inspired plate lunches.
Hawaiian Bros Opens First Glenwood, Illinois Location With Grand Opening Giveaways
GLENWOOD, Ill. — Hawaiian Bros is officially expanding its Chicagoland footprint with its first Glenwood, Illinois location, opening Feb. 16 at 18851 S Halsted St (60425).
The island-inspired fast-casual brand is marking the launch with a grand opening celebration starting at 11 a.m. on Feb. 16. Hawaiian Bros says the first 100 customers in line will receive a free t-shirt and a gift card ranging from $25 to $500 (with purchase)—and one winner will be selected for Hawaiian Bros for a year.
Ahead of opening day, the company is also hosting VIP events on Feb. 14 from 11 a.m. to 2 p.m. and 5 p.m. to 8 p.m. Hawaiian Bros says first responders, medical personnel, academic staff, students, and local business employees will be treated to a free classic Plate Lunch.
Hawaiian Bros is known for its island-inspired plate lunch—typically chicken or pork with sweet, savory, or spicy sauces, served with macaroni salad and steamed white rice or vegetables. For dessert, the brand highlights its Dole Soft Serve®. The company also emphasizes that it doesn’t rely on freezers or microwaves, focusing instead on fresh, high-quality ingredients.
Hawaiian Bros currently operates 70+ restaurants across 14 states and has expanded franchise opportunities since 2023.
What to watch for
- How early the line forms: The first 100 customers get the biggest perks, so timing could be everything.
- Community turnout at VIP events (Feb. 14): Free plate lunches for local groups could drive strong early word-of-mouth.
- Southland fast-casual competition: This opening adds another high-energy, limited-menu concept to the local mix—worth tracking for repeat traffic and reviews.
Learn more:https://hawaiianbros.com/
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Last Updated on February 15, 2026 by Daily News Staff
A Medley of Garden Veggies
(Family Features) If your garden is overflowing, look no further than Thyme-Roasted Garden Veggies as a mouthwatering fall side dish. Zucchini, squash, tomato and carrot collide in this shareable dish that’s perfect for autumn get-togethers. Find main dishes to pair with these delicious roasted vegetables by visiting Culinary.net.
Thyme-Roasted Garden Veggies
Recipe courtesy of “Cookin’ Savvy” Servings: 4-6- 2 zucchinis
- 2 yellow squashes
- 2 tomatoes
- 2 carrots
- avocado oil
- 2 tablespoons thyme
- 2 tablespoons minced garlic
- salt, to taste
- pepper, to taste
- 1 cup shredded Parmesan cheese
- Heat oven or grill to 425 F.
- Cut zucchinis, squashes, tomatoes and carrots into bite-sized pieces. Place on lined baking sheet. Drizzle with avocado oil. Sprinkle with thyme and garlic then season with salt and pepper, to taste. Top with Parmesan cheese.
- Bake or grill 30 minutes until fork tender.
At our core, we at STM Daily News, strive to keep you informed and inspired with the freshest content on all things food and beverage. From mouthwatering recipes to intriguing articles, we’re here to satisfy your appetite for culinary knowledge.
Visit our Food & Drink section to get the latest on Foodie News and recipes, offering a delightful blend of culinary inspiration and gastronomic trends to elevate your dining experience. https://stmdailynews.com/food-and-drink/
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Food and Beverage
Cracker Barrel Welcomes Spring With New Dishes and the Return of Classic Comforts
Cracker Barrel’s limited-time spring menu is available now nationwide, featuring the return of the Ham Dinner, Fried Catfish, Smoky Southern Salmon, new breakfast scrambles, and a Meals for Two deal.
Cracker Barrel Old Country Store is leaning into what it does best this season: familiar, homestyle comfort—plus a few timely updates designed for spring get-togethers.
In a Feb. 10 announcement from Lebanon, Tennessee, the brand said its limited-time spring menu is now available nationwide, built around returning classics like the Ham Dinner and Fried Catfish, alongside seasonal additions including a refreshed Smoky Southern Salmon and new breakfast scrambles.
A spring menu built around “feels like home” comfort
Cracker Barrel framed the rollout around the idea that guests are looking for places that still feel warm, dependable, and familiar. The company said the spring lineup balances “craveable favorites” with “thoughtful seasonal additions,” keeping the experience rooted in the country hospitality the brand is known for.
“Spring has always been a season of coming together, and that sense of connection is at the heart of who we are,” said Thomas Yun, vice president of menu strategy and innovation at Cracker Barrel. “Our spring menu brings back the flavors guests know and love, while offering new ways to enjoy the comfort and care that make Cracker Barrel feel like home.”
Ham Dinner returns as the seasonal centerpiece
Back by popular demand, the Ham Dinner returns as the headliner of the spring menu. Cracker Barrel said the meal features sugar-cured or country ham, paired with guests’ choice of classic sides—such as Dumplins, Fried Cinnamon Apples, Hashbrown Casserole, Macaroni & Cheese, and Mashed Potatoes—plus warm buttermilk biscuits or corn muffins.
The company positioned the dish as a familiar option for spring gatherings, calling it a comfort meal that generations have grown up with.
Seafood options highlight seasonal cravings
Cracker Barrel is also leaning into a time of year when seafood tends to be top of mind, spotlighting a returning favorite and a seasonal refresh.
- Fried Catfish: Two cornmeal-fried, U.S. farm-raised catfish fillets served with tartar sauce and hushpuppies, plus a choice of two or three classic sides.
- Smoky Southern Salmon: Returning with an updated seasonal recipe featuring a smokier, more savory flavor profile. Guests can order it as an entrée, pair it with shrimp, or choose it as a salad topper.
Breakfast all day, with new scrambles and a sweet favorite
For guests who come to Cracker Barrel for breakfast at any hour, the spring menu introduces two new savory scrambles and brings back a seasonal sweet option.
- Farmhouse Scramble: Bacon, sugar ham, peppers, onions, and Colby cheese over scrambled eggs, finished with diced tomatoes and green onions and drizzled with sweet-and-spicy maple syrup.
- Garden Scramble: Roasted cremini mushrooms, spinach, peppers, onions, and pepper jack cheese over three scrambled eggs, topped with diced tomatoes and green onions.
- Strawberry Stuffed Cheesecake Pancakes: Returning as a dessert-like breakfast option for a sweet start—or finish—to a meal.
Shareables and desserts bring back nostalgia
The spring lineup also includes a new shareable starter and the return of a classic dessert.
- Hushpuppy Dippers: A new, shareable take on the hushpuppies traditionally served with Fried Catfish.
- Carrot Cake: Returning with moist layers baked with coconut, pineapple, walnuts, cinnamon, and vanilla, topped with cream cheese icing and chopped pecans.
Cracker Barrel said these additions are meant to encourage guests to slow down, connect, and enjoy the “simple pleasures” associated with the brand.
“Meals for Two” value deal continues through spring
Cracker Barrel also confirmed its value-focused “Meals for Two” deal will extend through spring. Available all day Monday through Friday, the offer includes two entrées plus a choice of a shareable starter or dessert, starting at $19.99.
According to the company, the dine-in-only promotion runs through May 3, 2026, excludes taxes and beverages, and is not valid for carryout, delivery, online purchases, or with other discounts.
Availability and where to learn more
The limited-time spring menu is available now at Cracker Barrel Old Country Store locations nationwide. For more information or to find a location, visit CrackerBarrel.com.
About Cracker Barrel
Founded in 1969 in Lebanon, Tennessee, Cracker Barrel Old Country Store, Inc. serves homestyle food and offers retail merchandise across approximately 660 company-owned locations in 43 states. The company also owns the fast-casual Maple Street Biscuit Company.
For media inquiries, Cracker Barrel provided: Media.relations@crackerbarrel.com.
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