A new study from the University of South Florida reveals that frontline employees, such as cashiers and retail clerks, are far more motivated by free food and social activities than by gym memberships or traditional health perks. The findings challenge conventional thinking about workplace wellness, suggesting that the most effective benefits are those that foster a sense of community and immediate appreciation.

The research, co-authored by Dipayan Biswas, the Frank Harvey endowed professor of marketing in the Muma College of Business, examined five categories of company-sponsored wellness programmes: food, social, mindfulness, physical, and health. The study aimed to identify which benefits truly resonate with customer-facing staff, who often play a crucial role in shaping customer experiences.

Published in the Journal of Marketing Research, the study shows that initiatives such as free meals, company picnics, or after-work gatherings had the most substantial impact on employee loyalty and motivation. Workers who felt valued through these tangible perks were more likely to deliver attentive service, leading to improved customer satisfaction and higher sales. In contrast, gym memberships or flu-shot clinics were found to have little effect on motivation or performance.

The team’s conclusions were drawn from five separate investigations, including field studies, a pilot project, a meta-analysis, and a large-scale sales study conducted at a European supermarket chain. In that case, wellness benefits centred on food, social interaction, and mindfulness were linked directly to annual sales growth. Even mindfulness offerings, such as meditation rooms, provided noticeable though secondary benefits, reinforcing the importance of emotional well-being alongside social connection.

Biswas explained that the rapid global rise of workplace wellness initiatives inspired the project. With more than 90 per cent of companies worldwide now offering such programmes and spending expected to surpass $90 billion annually, understanding what actually works has become critical. The evidence suggests that the most effective investments are not always the most expensive or conventional, but rather those that provide nourishment and connection—perks that strengthen loyalty and translate into measurable gains for businesses.

More information: Dipayan Biswas et al, A Comparative Analysis of FLE Wellness Benefits and Customer Responsiveness: A Social Exchange Theory Perspective, Journal of Marketing Research. DOI: 10.1177/00222437251384248

Journal information: Journal of Marketing Research Provided by University of South Florida