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No 74:
A Note on the Impact on Sales from Introducing Healthy Labeled Meals on the Lunch Menu

Linda Thunström () and Jonas Nordström ()

Abstract: Menu labeling of prepared meals away from home is a policy designed to help consumers make healthier food choices. In this paper, we use a field experiment to analyze if a restaurant benefits from introducing a healthy labeled meal on its menu by experiencing an overall increase in sales. We cannot reject the hypothesis that sales are the same before and after the introduction of a healthy labeled meal on the menu, i.e., our data does not support the idea that restaurants increase their sales from supplying a healthy labeled meal.

Keywords: healthy labeled meals; sales; field experiment; (follow links to similar papers)

JEL-Codes: D22; D83; (follow links to similar papers)

10 pages, October 28, 2012

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