Effect of different children’s menu labeling designs on family purchases

The majority of labeling studies at restaurants have focused on adults, not children, and utilized cross-sectional data with one menu labeling design, typically calorie information. The aim of this longitudinal study was to examine the effect of three different menu labeling designs for children’s meals on total calories and fat selected by families. Each menu was implemented for 2 months. Patrons’ purchases were tracked from a control menu (with no nutrition information) through all three theoretically-based designs: calorie and fat information; followed by symbols denoting healthier choices; then nutrition bargain price. All menus were created specifically for the study. They featured six combination meals (pre-determined entrees and side items) and a la carte items (entrees and side items that could be ordered separately). Only combination meals contained labeling. Fixed effects models were estimated to detect changes in sales for each menu labeling design compared to the control. Overall, menu labeling did not result in a positive net effect on total calories or fat purchased by families, but resulted in significant shifts in purchases of combination and a la carte meals and healthy and unhealthy options. The most significant impact was seen for nutrition bargain price labeling, the last design.

• We test three different labeling designs for children’s menus against a baseline.
• We examine changes in purchases, including combination and a la carte meals.
• Menu labeling did not result in any net changes in purchases for calories and fat.
• Menu labeling resulted in shifts of combo, a la carte, healthy, and unhealthy meals.
• Menu labeling elicits small, subtle changes in purchases of children’s meals.