Menu labels having no effect? Evidence from Taco Time

Being a pioneer in adding calorie and nutrition labels to menus at fast-food restaurants has made King County a good place for researchers to visit.

A team based at Duke-National University of Singapore has been watching consumers at Taco Time restaurants, both in King County and in other counties, and found that adding all that info to the menus appeared to have no impact on people’s choices.  He published his results today (January 14, 2011) in the American Journal of Preventive Medicine.

As Shari Roan writes in the Los Angeles Times:

Thirteen months after the law went into effect, food purchases at the Taco Time restaurants in King County were identical to those at Taco Time restaurants where menu boards did not list nutritional information.

“Given the results of prior studies, we had expected the results to be small, but we were surprised that we could not detect even the slightest hint of changes in purchasing behavior as a result of the legislation,” the lead author of the study, Eric Finkelstein, of Duke-National University of Singapore Graduate Medical School, said in a news release. “The results suggest that mandatory menu labeling, unless combined with other interventions, may be unlikely to significantly influence the obesity epidemic.”

This will not be the last word on menu labeling.  The labels are coming soon to restaurants across the nation, Continue reading