Effect of menu labeling on consumers' choices for lower calorie foods

Background: The 2010 Health Reform Bill includes a provision which mandates nutritional labeling for restaurants with 20 or more locations. However, the influence menu labeling has on food choices is not well established. We investigated the role menu labeling has on individuals' potential food choices. Methods: A cross-sectional study explored the impact of calorie information on consumers' intent to choose lower calorie foods in restaurants. Surveys were administered to 82 community members to investigate how calorie information on menus would impact the choices they make when ordering food or beverages from a restaurant. The tool utilized was validated by the authors previously (Cronbach's Alpha = 0.623). Results: The results indicate that menu labeling would lead 90% of those surveyed to choose items with fewer calories. Participants eat out on average 3.1 times per week (3.9 for males versus 3 for females). Men were significantly less likely to choose a restaurant with menu labeling over a restaurant without (p=0.003). Although 29% of respondents said it is important to know how many calories are in the food they eat, only 11% also said they are more likely to choose a restaurant that provides menu labeling. Additionally, 94% (34 out of 36) of those asked said they support a local ordinance requiring all restaurants to include calorie information on menus and menu boards. Conclusion: This report provides the first empirical evidence that menu labeling may have an effect on food choices and may lead to fewer calories being consumed.