Taking Up Space? How Customers React to Health Information and Health Icons on Restaurant Menus

Eating out at restaurants has been identified as a major contributor to the epidemic of obesity in America. Prior quantitative research has demonstrated that health information on menus leads to healthier food choices, but not enough is known about the decision-making process behind these choices. Further insight into what happens when health information or health icons are included on menus was explored using focus groups. Health information was found to have a stronger effect on restaurant food choices than health icons, but icons did not provoke any serious negative reactions. Certain segments of people (e.g., dieters) strongly desired health information on menus, specifically calories, fat grams, and sodium levels.