Encouraging Healthy Eating at Restaurants: Themes Uncovered Through Focus Group Research

As the obesity epidemic continues, restaurants are being encouraged or required to take action such as providing nutritional information at the point of purchase on menus. A deeper examination of what affects food choices at restaurants is needed to determine what can be done to encourage healthier choices at restaurants. Focus groups were used to better understand customers' restaurant food choices and to develop strategies to encourage healthier eating at restaurants. Seven themes emerged which provide insight into what can be done by restaurants to encourage healthier choices. The first three themes: amount, sacrifice, and formation of purchase intentions are discussed here.