Scandinavian Working Papers in Economics

HUI Working Papers,
HUI Research

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

Linda Thunström () and Jonas Nordström ()
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Linda Thunström: HUI Research AB, Postal: Regeringsgatan 60, 103 29 Stockholm, Sweden, and University of Wyoming, 1000 E. University Ave. Laramie, WY 82071
Jonas Nordström: Department of Economics, Lund University, Postal: Box 117, 221 00 Lund, and the Department of Food and Resource Economics, University of Copenhagen, Rolighedsvej 25, 1958 Fredriksberg C, Denmark,

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

JEL-codes: D22; D83

10 pages, October 28, 2012

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