The Effect of Calorie Labels on Caloric Intakeand Restaurant Revenue: Evidence from Two Full-Service Restaurants
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Field experiment data were used to study the effect of numeric calorie labels in two fullservice
restaurants. Ultimately, both field experiments, despite using different experimental
designs, reached the same conclusion: the numeric calorie label had no significant effect on
total caloric intake. However, results revealed the addition of a traffic light symbol to the
numeric label led to a 67.8-kcal reduction in average calories ordered. Furthermore, results
showed restaurant revenue is unlikely to be affected by the addition of calorie labels on
menus. The results have implications for restaurant labeling laws that are being considered
around the world.