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Appears in Collections:Economics Journal Articles
Peer Review Status: Refereed
Title: Investigating the Effect of Restaurant Menu Labelling on Consumer Food Choices Using a Field Experiment
Author(s): Erdem, Seda
Keywords: Consumer behavior
consumer choice
Menu labelling
Consumer perceptions
Calorie labelling
Traffic light coding
Issue Date: 2-Dec-2021
Date Deposited: 8-Dec-2021
Citation: Erdem S (2021) Investigating the Effect of Restaurant Menu Labelling on Consumer Food Choices Using a Field Experiment. British Food Journal.
Abstract: Purpose The aim is to explore the impact of new menu labels on consumers' actual meal purchases with a field experiment undertaken in a local restaurant. Design/methodology/approach The author used a field experiment in a natural eating environment at a restaurant to investigate the effect of restaurant menu labelling on consumers' meal choices and opinions on the use of nutritional labels on menus. The experiment included control and treatment conditions in which we offered customers unlabelled and labelled menus, respectively. After individuals' dining experience, the data on meal choices and attitudes to menu labelling was collected via a brief questionnaire. The author then performed inferential statistical analysis to test differences between the control and treatment conditions and logistic regression analysis to explore further what predicts the probability of labels being influential on meal choice. Findings The study finds that the information provided to the consumers on restaurant menus matters. The more useful the information is perceived by consumers, the more likely the labels will influence their choices. Calorie content and the walking minutes to burn those calories on labels were considered the most useful aspect of the menu labels. Originality/value The study contributes to a better understanding of the impact of menu labelling on actual meal purchases, as well as the best way to communicate calorie and nutrient information to consumers. The author also shares her experience designing a field experiment with a restaurateur for future research.
DOI Link: 10.1108/BFJ-04-2021-0432
Rights: Published in British Food Journal by Emerald. The original publication is available at: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact
Notes: Output Status: Forthcoming/Available Online
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