Scandinavian Working Papers in Economics

Working Papers,
Lund University, Department of Economics

No 2012:30: A Note on the Impact on Sales from Introducing Healthy Labeled Meals on the Lunch Menu

Linda Thunström () and Jonas Nordström ()
Additional contact information
Linda Thunström: HUI Research AB, Postal: S-10329 Stockholm, Sweden
Jonas Nordström: Department of Economics, Lund University, Postal: Department of Economics, School of Economics and Management, Lund University, Box 7082, S-220 07 Lund, Sweden

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

11 pages, October 28, 2012

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