Menu Calorie Labelling in a Fine Dining Restaurant: Will it Make a Difference?

Abstract

This study examines the implications of menu calorie labelling in a fine dining restaurant, both on consumer food choices as well as on the restaurant operation team. Menu nutrition labelling has been mandatory in restaurants with more than 20 branches in countries such as United States since 2008, and has been seen practiced in independent restaurants in other countries such as UK and Canada, on voluntarily basis, in recent years. These menu nutrition labelling programs have been initiated in response to growing consumer demand for menu transparency as well as growing global health concerns such obesity and chronic diseases. The impact of menu labelling in fast food restaurants and full service restaurants has been studied extensively, however there is a lack of evidence on implication of menu labelling in fine dining restaurant settings. This study examines clients’ food choices in a fine dining restaurant during a 3-week period without calories labelling (control phase) followed by a 3-week period of menu calorie labelling. Study findings reflected a direct impact of menu calorie labelling on clients’ food choice, with significant reduction in sales of menus with higher calorie content during the labelling phase compared to control phase. An evaluation of the average calories consumer per client during each phase reflected a reduction of 227 calories consumed per client during the labelling phase. Survey results indicated that calorie information was most valued and used by women and older clients. This study also summarizes the opportunities and limitations involved in implementation of menu calorie in fine dining restaurants.