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Calorie Posting in Chain Restaurants

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  • Bollinger, Bryan
  • Leslie, Phillip
  • Sorensen, Alan

Abstract

We study the impact of mandatory calorie posting on consumers’ purchase decisions, using detailed data from Starbucks. We find that average calories per transaction falls by 6%. The effect is almost entirely related to changes in consumers’ food choices—there is almost no change in purchases of beverage calories. There is no impact on Starbucks profit on average, and for the subset of stores located close to their competitor Dunkin Donuts, the effect of calorie posting is actually to increase Starbucks revenue. Survey evidence and analysis of commuters suggest the mechanism for the effect is a combination of learning and salience.

Suggested Citation

  • Bollinger, Bryan & Leslie, Phillip & Sorensen, Alan, 2010. "Calorie Posting in Chain Restaurants," Working Papers 56693, American Association of Wine Economists.
    • Handle: RePEc:ags:aawewp:56693
    DOI: 10.22004/ag.econ.56693
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    References listed on IDEAS

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    1. Sara Bleich & David Cutler & Christopher Murray & Alyce Adams, 2007. "Why Is The Developed World Obese?," NBER Working Papers 12954, National Bureau of Economic Research, Inc.
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    3. Raj Chetty & Adam Looney & Kory Kroft, 2009. "Salience and Taxation: Theory and Evidence," American Economic Review, American Economic Association, vol. 99(4), pages 1145-1177, September.
    4. Michael L. Anderson & David A. Matsa, 2011. "Are Restaurants Really Supersizing America?," American Economic Journal: Applied Economics, American Economic Association, vol. 3(1), pages 152-188, January.
    5. Shin-Yi Chou & Inas Rashad & Michael Grossman, 2008. "Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity," Journal of Law and Economics, University of Chicago Press, vol. 51(4), pages 599-618, November.
    6. Michael L. Anderson & David A. Matsa, 2011. "Are Restaurants Really Supersizing America?," American Economic Journal: Applied Economics, American Economic Association, vol. 3(1), pages 152-188, January.
    7. Hongbin Cai & Yuyu Chen & Hanming Fang, 2009. "Observational Learning: Evidence from a Randomized Natural Field Experiment," American Economic Review, American Economic Association, vol. 99(3), pages 864-882, June.
    8. Julie S. Downs & George Loewenstein & Jessica Wisdom, 2009. "Strategies for Promoting Healthier Food Choices," American Economic Review, American Economic Association, vol. 99(2), pages 159-164, May.
    9. Currie, Janet & DellaVigna, Stefano & Moretti, Enrico & Pathania, Vikram, 2009. "The Effect of Fast Food Restaurants on Obesity," Working Papers 47830, American Association of Wine Economists.
    10. Bassett, M.T. & Dumanovsky, T. & Huang, C. & Silver, L.D. & Young, C. & Nonas, C. & Matte, T.D. & Chideya, S. & Frieden, T.R., 2008. "Purchasing behavior and calorie information at fast-food chains in New York City, 2007," American Journal of Public Health, American Public Health Association, vol. 98(8), pages 1457-1459.
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    JEL classification:

    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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