|Stanford University & NBER|
Topic: Calorie Posting in Chain Restaurants
Friday, October 1, 2010 at 1:30PM-2:50PM
UCLA Anderson Cornell Hall D313
We study the impact of mandatory calorie posting on consumers’ purchase decisions, using detailed
data from Starbucks. We find that average calories per transaction falls by 6%. The effect is almost
entirely related to changes in consumers’ food choices—there is almost no change in purchases of beverage
calories. There is no impact on Starbucks profit on average, and for the subset of stores located close to
their competitor Dunkin Donuts, the effect of calorie posting is actually to increase Starbucks revenue.
Survey evidence and analysis of commuters suggest the mechanism for the effect is a combination of learning and salience.
|Link to paper (if available): Click here|