A qualitative analysis of calorie menu labeling: Point of sale conversations with cashiers at fast-casual retsaurants

• Main Author: Bechtel, Kimberly
• Other Authors: Parrish-Sprowl, John
• Language: en_US
• Published: 2016
• Subjects: Calorie labeling; Calorie labeling law; Fast-casual restaurants; ACA; FDA; Food labeling; Menu labeling; Labeling requirements; Communication; Health belief model; Food policies; Nutrition; Qualitative analysis; Food > labeling > Law and legislation > United States; Menus > Health aspects > United States; Consumer behavior > Health aspects > United States; Food preferences > United States; Restaurants > Law and legislation > United States; Convenience foods > Labeling > United States
• Online Access: http://hdl.handle.net/1805/7939

Indiana University-Purdue University Indianapolis (IUPUI) === The study was conducted to examine the communication between the customer and the cashier at the point of purchase in the process of determining the impact of the labeling laws. This study used an inductive qualitative design for data collection and data analysis. Data from this study suggest that calorie counts on menu labels are discussed frequently between the customer and the cashier at the point of sale at fast-casual restaurants. The data found gives us a framework and rationale as to why previous research on the effectiveness of the calorie labeling law in the Affordable Care Act have yet to make a significant impact in reducing consumer’s total daily caloric intake when eating food away from the home and found three specific reasons as to why the calorie labeling law may not be working the way the government intended it to. First, consumers at fast-casual restaurants rely on the cashiers as calorie guides because they are not aware or knowledgeable about the recommended daily caloric intake and often underestimate the total calories in their meals. Secondly, the study’s findings indicate that when restaurants offer lower calorie choices and downsizing options like a “small pita” at Pita Pit instead of a “regular pita”, many consumers buy the downsized item or smaller portion but food chains are not downsizing their signature items. Third, the study examined if the cashiers are trained in any way to discuss new regulations and calorie count/nutritional value and not one cashier was trained specifically about the calorie labeling law and why certain foods on the menu have more calories than others even though they are influencing decision making. Conversations at the point of sale have been routinely ignored in research about the calorie labeling law and this research helps to understand the choices consumers are making with the newly implemented calorie labeling regulation. The results from this study helps us further advance our understanding as to why consumers make the food choices they do while eating at restaurants.