Can Nutrition Information for Side Menu Items Improve Customer Awareness and Choice in Fast Food Restaurants? : A Comparison of Korea and the U.S.

Abstract

Nutrition labeling on restaurant menus is a policy that has been proposed as a way to improve customer awareness and healthier choices. However, little evidence has been gathered to describe which nutrition labeling format is best understood by consumers, helps them to differentiate between healthy and unhealthy foods, and promotes changes in food choices. The purpose of this study way to 1) examine customer perception of the healthiness of side menu items in fast food restaurants; 2) investigate which format of nutrition information labeling (i.e., numeric nutrition information or symbolic nutrition information) could influence customer awareness and menu choices; and 3) compare the perception, awareness, and choice of customers in the U.S. to those in Korea. The results indicated that providing nutrition information influenced college students’ perception, awareness, and choice of healthy side menu options, but some variations were observed according to nationality and type of nutrition information labeling. The results also indicated country differences in consumer perception and awareness of the healthiness of menu items. Symbolic nutrition information was more effective than numeric information in terms of improving consumer choice and awareness of healthy menus. This study implies that policy makers should improve the presentation of nutrition information in order to best promote healthy choices.