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The Impact of Restaurant Menu Labeling on the Cost of the Selected Meals

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  • Zaffou, Madiha
  • Campbell, Benjamin

Abstract

In response to the Food and Drug Administration (FDA) proposed rules for national menu labeling, several studies have examined the effect of restaurant menu labeling on consumers food choices and total calorie intake. However, outcomes other than nutritional and health concerns were not given enough attention. An important component that can be affected by menu labeling is the total cost/price paid by consumer for a selected meal. In this study, samples of 242 participants with diverse demographic characteristics were presented with two different restaurant menus. For each menu, we construct different experimental treatments associated with calorie information display formats (total calories, percentage daily intake and traffic lights) and we ask participants to make their meal choice(s). Data on price and calorie information for chosen food items is then recorded. Therefore, we examine how prices paid by consumers are affected by a change of calorie labeling formats for each menu. Results of this analysis are critical to restaurants owners and may have a significant impact on their pricing decisions.

Suggested Citation

  • Zaffou, Madiha & Campbell, Benjamin, 2016. "The Impact of Restaurant Menu Labeling on the Cost of the Selected Meals," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 229941, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea16:229941
    DOI: 10.22004/ag.econ.229941
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    References listed on IDEAS

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    1. Roberto, C.A. & Larsen, P.D. & Agnew, H. & Baik, J. & Brownell, K.D., 2010. "Evaluating the impact of menu labeling on food choices and intake," American Journal of Public Health, American Public Health Association, vol. 100(2), pages 312-318.
    2. Bryan Bollinger & Phillip Leslie & Alan Sorensen, 2011. "Calorie Posting in Chain Restaurants," American Economic Journal: Economic Policy, American Economic Association, vol. 3(1), pages 91-128, February.
    3. Ellison, Brenna D. & Lusk, Jayson L. & Davis, David W., 2012. "The Value and Cost of Restaurant Calorie Labels: Results from a Field Experiment," 2012 AAEA/EAAE Food Environment Symposium 123529, Agricultural and Applied Economics Association.
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