Showing Concern for Well-Being or Creating Discomfort? The Choice of Calorie Menu Labeling in Restaurants

With the rising concern for well-being, restaurants are gradually realizing the strategic significance of menu calorie labeling. However, how to appropriately communicate calorie information remains unclear. Considering the calorie labeling format and restaurant type, this research investigates how the labeling format influences consumer perceptions and responses. Findings from three studies show that compared with numeric calorie labeling, interpretive calorie labeling (i.e., color-coded and physical activity-based calorie labeling) leads consumers to perceive health-focused restaurants as being more concerned for consumers’ well-being, resulting in higher visit intentions. However, activity-based (vs. numeric or color-coded ) calorie labeling at fine-dining restaurants creates a sense of discomfort, leading to lower visit intentions. Practical suggestions are provided regarding when and how to use interpretive calorie labeling on restaurant menus.