Deciphering Nutritional Labeling on Sit-Down Chain Restaurants

BACKGROUND: In January 2010, Philadelphia County enacted a point-of-purchase menu labeling law that requires chain restaurants with 15 or more restaurants nationally to list nutrient values on all printed menus. This legislation provides an opportunity to examine the effectiveness of nutritional labeling in sit-down chain restaurants in Philadelphia. OBJECTIVES: Identify the factors that influence consumers' use of nutritional menu labeling at sit-down chain restaurants and highlight apparent barriers and facilitators to use. METHODS: Five consumer focus groups, totaling 36 participants, were conducted in August 2011. Focus group participants were predominantly female African Americans and had mean incomes <$60,000. Participant mean age was 36 years and mean education was 14.5 years. Two study team members independently conducted the coding analysis within NVivo qualitative software to identify the major themes. RESULTS: Two main themes emerged as facilitators or barriers to using the nutritional labeling: nutritional knowledge and menu design. Facilitators to use included higher prior nutrition knowledge, an increased awareness of nutrient content from seeing the labels, and displays that facilitated seeing healthier items and a nutritional anchor. Barriers to use included lower prior nutrition knowledge, confusion over the menu design, frustration with deciphering nutritional information, and a poor understanding of daily intake needs. CONCLUSION: While participants highlighted both facilitators and barriers to using nutrition information, the barriers to use served as stronger influences against using the listed nutritional information. Awareness of nutritional content did appear to increase from menu labeling which could influence healthier menu item selection in the future.