The Effects of Voluntary Versus Mandatory Menu Calorie Labeling On Consumers’ Retailer-Related Responses (original) (raw)
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Journal of Retailing, 2009
Within the context of quick service restaurant meals, three studies (a consumer diary study, web-based experiment, and longitudinal experiment) examine how accurately consumers estimate calorie, fat, and sodium content and explore how objective nutrition information may influence product evaluations, perceptions, and purchase intentions. The results indicate that many consumers have little understanding of the calorie, fat, and sodium levels of many typical quick service meals, and this is especially true for less healthful meals. Consistent with rationale drawn from the expectancy-disconfirmation paradigm, results demonstrate that menu-based nutrition information provision negatively influences consumers' responses when that information is less favorable than expected. Findings suggest that the relationship between actual and expected nutrition levels drives responses, rather than the disclosure of information per se. Since these relationships can vary both within and between restaurants, results suggest that the effects of mandated nutrition information disclosure may not be uniform across the industry.
Appetite, 2013
In the United States (US), based on the 2010 Affordable Care Act, restaurant chains and similar retail food establishments with 20 or more locations are required to begin implementing calorie information on their menus. As enacting of the law begins, it is important to understand its potential for improving consumers' healthful behaviors. Therefore, the objective of this study was to explore relationships among users of grocery nutrition labels and attitudes toward restaurant menu labeling, along with the caloric content of their restaurant menu selection. Study participants were surveyed and then provided identical mock restaurant menus with or without calories. Results found that participants who used grocery nutrition labels and believed they would make healthy menu selections with nutrition labels on restaurant menus made healthier menu selections, regardless of whether the menu displayed calories or not. Consumers' nutrition knowledge and behaviors gained from using grocery nutrition labels and consumers' desire for restaurants to provide nutrition menu labels have a positive effect on their choosing healthful restaurant menu items.
Journal of Retailing, 2009
Within the context of quick service restaurant meals, three studies (a consumer diary study, web-based experiment, and longitudinal experiment) examine how accurately consumers estimate calorie, fat, and sodium content and explore how objective nutrition information may influence product evaluations, perceptions, and purchase intentions. The results indicate that many consumers have little understanding of the calorie, fat, and sodium levels of many typical quick service meals, and this is especially true for less healthful meals. Consistent with rationale drawn from the expectancy-disconfirmation paradigm, results demonstrate that menu-based nutrition information provision negatively influences consumers' responses when that information is less favorable than expected. Findings suggest that the relationship between actual and expected nutrition levels drives responses, rather than the disclosure of information per se. Since these relationships can vary both within and between restaurants, results suggest that the effects of mandated nutrition information disclosure may not be uniform across the industry.
Journal of Public Policy & Marketing, 2019
Menu calorie labeling is now required nationwide for chain restaurants in the United States; however, a number of studies have found that calorie labeling does not reduce average calories ordered. This research examines how different food-value orientations are associated with divergent consumer responses to the provision of calorie information on restaurant menus and menu boards. Results from two pilot studies and two experiments, including a restaurant field experiment, indicate that calorie labeling is effective in decreasing the number of calories ordered by health-value oriented consumers. However, for quantity-and taste-value oriented consumers, menu calorie labeling may result in an increase in calories ordered. These influences counterbalance one another, leading to an overall nonsignificant effect of calorie labeling on calories ordered in restaurant settings. These findings offer a compelling explanation for the many studies showing nonsignificant effects of menu calorie labeling and inform ongoing policy debates regarding the national implementation of menu calorie labeling for chain restaurants. The conceptual contributions and implications of these findings for public policy and consumer wellbeing are discussed.
Journal of Consumer Affairs, 2004
Legislation that mandates the provision of nutrition information on restaurant meanus has been proposed in several states. This research presents findings from an experiment that investigates how the provision of nutrition information and a health claim influence consumers’ attitudes towards the product, nutrition-related attitudes, disease risk perceptions, source credibility judgements, and nutrient value estimates for restaurant menu items. In addition, how the nutrition frame (or context) within which a menu item is evaluated moderates these effects is examined. The results indicate that providing target item nutrition information, as well as a nutritional context, affects consumers’ attitudes, perceptions, and judgments. In addition, the context interacts with the provision of both a health claim and nutrition information for the target item. The theoretical, managerial, consumer welfare, and public policy implications of our research findings are discussed.
American Journal of Public Health, 2015
Objectives. We examined population-level impact on customer awareness and use and explored potential disparities in outcomes regarding the King County, Washington, regulation requiring chain restaurants to provide calorie information.Methods. We analyzed 2008 to 2010 Behavioral Risk Factor Surveillance System data from 3132 English-speaking King County residents aged 18 years and older who reported eating at a regulated chain. We used regression models to assess changes in calorie information awareness and use from prepolicy to postpolicy implementation by customer demographics, health status, and restaurant type.Results. Calorie information awareness and use increased significantly from 2008 to 2010. Unadjusted analyses indicated that the proportion who saw and used calorie information tripled, from 8.1% to 24.8%. Fully adjusted analyses confirmed significant increases. After policy implementation, White, higher income, and obese respondents had greater odds of seeing calorie information. Women, higher income groups, and those eating at a fast-food versus a sit-down chain restaurant were more likely to use this information.Conclusions. Significant increases in calorie information awareness and use following regulation support the population-wide value of this policy. However, improvements varied across race, income, and gender.
BMJ, 2019
ObjectiveTo evaluate whether calorie labeling of menus in large restaurant chains was associated with a change in mean calories purchased per transaction.DesignQuasi-experimental longitudinal study.SettingLarge franchise of a national fast food company with three different restaurant chains located in the southern United States (Louisiana, Texas, and Mississippi) from April 2015 until April 2018.Participants104 restaurants with calorie information added to in-store and drive-thru menus in April 2017 and with weekly aggregated sales data during the pre-labeling (April 2015 to April 2017) and post-labeling (April 2017 to April 2018) implementation period.Main outcome measuresPrimary outcome was the overall level and trend changes in mean purchased calories per transaction after implementation of calorie labeling compared with the counterfactual (ie, assumption that the pre-intervention trend would have persisted had the intervention not occurred) using interrupted time series analyses...
Preventive Medicine Reports, 2016
Health Check (HC) was a voluntary nutrition labeling program developed by the Heart and Stroke Foundation of Canada as a guide to help consumers choose healthy foods. Items meeting nutrient criteria were identified with a HC symbol. This study examined the impact of the program on differences in consumer awareness and use of nutritional information in restaurants. Exit surveys were conducted with 1126 patrons outside four HC and four comparison restaurants in Ontario, Canada (2013). Surveys assessed participant noticing of nutrition information, influence of nutrition information on menu selection, and nutrient intake. Significantly more patrons at HC restaurants noticed nutrition information than at comparison restaurants (34.2% vs. 28.1%; OR = 1.39; p = 0.019); however, only 5% of HC restaurant patrons recalled seeing the HC symbol. HC restaurant patrons were more likely to say that their order was influenced by nutrition information (10.9% vs. 4.5%; OR = 2.96, p b 0.001); and consumed less saturated fat and carbohydrates, and more protein and fibre (p b 0.05). Approximately 15% of HC restaurant patrons ordered HC approved items; however, only 1% ordered a HC item and mentioned seeing the symbol in the restaurant in an unprompted recall task, and only 4% ordered a HC item and reported seeing the symbol on the item when asked directly. The HC program was associated with greater levels of noticing and influence of nutrition information, and more favourable nutrient intake; however, awareness of the HC program was very low and differences most likely reflect the type of restaurants that "self-selected" into the program.
JAMA Network Open
IMPORTANCE Calorie labeling on menus is required in US chain food establishments with 20 or more locations. This policy may encourage retailers to offer lower-calorie items, which could lead to a public health benefit by reducing customers' calorie intake from prepared foods. However, potential reformulation of restaurant menu items has not been examined since nationwide enforcement of this policy in 2018. OBJECTIVE To examine the calorie content of menu items at large chain restaurants before and after implementation of federally mandated menu calorie labels. DESIGN, SETTING, AND PARTICIPANTS This pre-post cohort study used restaurant menu data from MenuStat, a database of nutrition information for menu items offered in the largest chain restaurants in the US, collected annually from 2012 to 2019. The study comprised 35 354 menu items sold at 59 large chain restaurants in the US. Statistical analysis was conducted from February 4 to October 8, 2021. INTERVENTION Nationwide implementation of menu calorie labeling. MAIN OUTCOMES AND MEASURES Changes in menu items' calorie content after restaurant chains implemented calorie labels were estimated, adjusting for prelabeling trends. All menu items, continuously available items, items newly introduced to menus, and items removed from menus were examined separately. RESULTS Among the 59 restaurant chains included in the study, after labeling, there were no changes in mean calorie content for all menu items (change = −2.0 calories; 95% CI, −8.5 to 4.4 calories) or continuously available items (change = −2.3 calories; 95% CI, −11.5 to 6.3 calories). Items that were newly introduced after labeling, however, had a lower mean calorie content than items introduced before labeling (change = −112.9 calories; 95% CI, −208.6 to −25.2 calories), although there was heterogeneity by restaurant type. Items removed from menus after labeling had similar calorie content as items removed before labeling (change = 0.5 calories; 95% CI, −79.4 to 84.0 calories). CONCLUSIONS AND RELEVANCE In this cohort study of large chain restaurants, implementing calorie labels on menus was associated with the introduction of lower-calorie items but no changes in continuously available or removed items.
International Journal of Behavioral Nutrition and Physical Activity, 2013
Background: Recent legislation has required calorie labels on restaurant menus as a means of improving Americans' health. Despite the growing research in this area, no consensus has been reached on the effectiveness of menu labels. This suggests the possibility of heterogeneity in responses to caloric labels across people with different attitudes and demographics. The purpose of this study was to explore the potential relationships between caloric intake and diners' socio-economic characteristics and attitudes in a restaurant field experiment that systematically varied the caloric information printed on the menus. Methods: We conducted a field experiment in a full service restaurant where patrons were randomly assigned to one of three menu treatments which varied the amount of caloric information printed on the menus (none, numeric, or symbolic calorie label). At the conclusion of their meals, diners were asked to complete a brief survey regarding their socio-economic characteristics, attitudes, and meal selections. Using regression analysis, we estimated the number of entrée and extra calories ordered by diners as a function of demographic and attitudinal variables. Additionally, irrespective of the menu treatment to which a subject was assigned, our study identified which types of people are likely to be low-, medium-, and high-calorie diners. Results: Results showed that calorie labels have the greatest impact on those who are least health conscious. Additionally, using a symbolic calorie label can further reduce the caloric intake of even the most health conscious patrons. Finally, calorie labels were more likely to influence the selection of the main entrée as opposed to supplemental items such as drinks and desserts. Conclusions: If numeric calorie labels are implemented (as currently proposed), they are most likely to influence consumers who are less health consciousprobably one of the key targets of this legislation. Unfortunately, numeric labels did little for those consumers who were already more knowledgeable about health and nutrition. To reach a broader group of diners, a symbolic calorie label may be preferred as it reduced caloric intake across all levels of health consciousness.