McHealthy: How Frequent Dining Program at Fast Food Restaurant Increases Healthy Eating Intention

Abstract

In an effort to instill loyalty, fast food restaurant often establishes reward programs. Such programs may take the form of sweepstakes (e.g. McDonald's Monopoly), giveaways (i.e. Free Coffee Fridays at Burger King), and reward points for redemption (e.g. Subway Card). Although often criticized for contributing to unhealthy eating, fast food restaurant may actually create a win‐win situation by extending the time horizon of purchase consideration of its loyalty reward program. This research answers the question: how frequent dining program at fast food restaurant increases healthy eating intention. In a study of fifty subjects, people are asked how likely they will switch from French fries to salad at a fast food restaurant. The incentive for switching is either a price discount or points reward. Results show that those who self‐reported to care mostly about taste (i.e. hedonist) are more likely to make the healthy switch when offered points reward than a price discount (p=.023). More importantly, patrons of the fast food restaurant also display higher intention to switch in the points reward condition (p=.039). These findings show that fast food restaurant can simultaneously enhance the health and loyalty of its customers. They are also useful for campus cafeteria and school meal providers to promote healthy eating.