Doing Well by Doing Good? A Supermarket Shuttle Feasibility Study

Abstract

Objective Creating a more healthful food environment requires a new line of research that examines the impact of healthful changes on business's bottom line. This study investigates whether supermarket-sponsored shuttles can be self-supporting or make a profit in low-income urban areas. Design 2000 Census data were used to identify zip codes in California with low income, low vehicle ownership, and high population density to identify potential markets for shuttle programs. The breakeven point was calculated for a hypothetical shuttle program operating in these zip codes. Main Outcome Measures Breakeven point in the number of months of shuttle operation. Analysis Breakeven analysis. Results Sixty-seven zip codes met the criteria for inclusion in the study. A supermarket shuttle program would break even in most zip codes if 10% of households without a car used the shuttle. If 15% used the shuttle, shuttle programs in all zip codes would make a profit. Conclusions A shuttle program could be self-supporting in all 67 zip codes. Implications Those interested in changing the food environment to support a healthful diet could use this information to share with supermarket executives and other key decision makers.