Effective nutrition labeling of restaurant menu and pricing of healthy menu

Abstract Providing nutritional information on restaurant menus may help customers make healthier eating choices. This paper presents the results of a two‐phase study designed to identify (i) the most preferred amount of nutritional information for a menu, (ii) whether presentation of nutritional information influenced healthier choices, and (iii) whether people are willing to pay more for food choices they perceive to be healthier. We found that participants’ attitudes toward the amount of nutritional information and toward the credibility of its source correlated directly to the amount of nutritional information presented; the more nutritional information presented, the more helpful the information and the more credible the source. Additionally, the participants’ nutrition‐related and overall attitudes toward a menu item were influenced by the provision of nutritional information. The participants showed the most positive attitudes toward a low‐fat item and were willing to pay more for that item when nutrition information was provided.