Weighing in on fast food consumption: the effects of meal and calorie disclosures on consumer fast food evaluations

An analysis of consumers' Weblogs and two experiments address: (1) the differences in evaluations of menu items when consumers are versus are not provided with meal calorie information, and (2) their perception of calorie levels of different types of meals. Consumers provided their calorie estimates for specific meals offered by four different fast food restaurants, and an experiment assessed effects on consumer evaluations for calorie disclosures for actual items from two of these restaurants. Results show the complex relationship between consumer perceptions regarding the restaurants, the meals and the food items that can influence consumers' calorie estimates and evaluations of meals in restaurants. ********** Given the extensive health-related risks associated with being overweight or obese, a multifaceted approach to reduce their increasing prevalence has been suggested (Centers for Disease Control and Prevention 2009). Although policymakers and consumer advocates have addressed this critical health issue from a number of different perspectives, the relationship between rising obesity rates and the increased level of away-from-home food consumption has generated a particularly high level of interest. In the last 30 years, the percentage of money spent on food purchases outside the home has risen to 25% and now accounts for nearly one-half of Americans' total yearly food expenditures (ERS/USDA 2009; NRA 2009). Consumers now spend almost $600 billion annually at fast food and table-service restaurants (NRA 2009). The fast food industry, in particular, has been frequently criticized for contributing to the national obesity problem by selling foods high in calories, saturated fat and sodium, often in relatively large portions (Bates et al. 2009; Binkley 2006; Wansink and Chandon 2006). A documentary film, "Super Size Me" by Morgan Spurlock, was nominated for an Academy Award and brought considerable national attention to the public about the relationship between fast food choices and increases in bodyweight and diet-related health problems. In addition, significant relationships have been found between the frequency of fast food restaurant visits and increases in bodyweight and insulin resistance, the two primary risk factors for type 2 diabetes (Pereira et al. 2005). Although the Nutrition Labeling and Education Act (NLEA) required standardized nutrition labels on most packaged food products, food prepared for immediate consumption has been exempt from this legislation. (However, the NLEA has required that relevant calorie and nutrient information be made available when a nutritional claim is made for a menu item.) Recent calorie disclosure mandates for restaurant chains have been passed or implemented in New York City, Seattle, Philadelphia, Maine, Massachusetts, Oregon and California. More importantly, the US health care reform legislation signed into law on March 23, 2010, will require calorie labeling on menus, menu boards and drive through windows for all restaurant chains with twenty or more outlets nationally. The Food and Drug administration was given 1 year from the date of signing of the legislation to propose specific guidelines for the national labeling of restaurant items. A key presumption of these legislative initiatives is that a change in nutrition information on menus in restaurants will be associated with changes in consumer choice at the point-of-purchase. Specifically, increasing consumer awareness of the calorie levels of the less healthful food items, which are typically underestimated, may result in more accurate product evaluations and, in turn, healthier choices. Although there have been a myriad of recent studies examining the potential effects of labeling using different methodologies and outcome variables (Bassett Mary et al. 2008; Burton et al. 2006; Chandon and Wansink 2007a, 2007b; Elbel et al. 2009; Harnack et al. 2008, Hassan, Shiu, and Michaelidou 2010), results have been mixed. …