Which brand should be more nervous about nutritional information disclosure: McDonald's or Subway?

This study examines the health halo and horn effects in the context of two fast food brands commonly associated with healthy and unhealthy food (i.e., Subway and McDonald's). Health halo is consumers' tendency to overestimate the healthiness of certain food categories or items based on a single claim, whereas health horn is the tendency to underestimate it. Specifically, we investigated the moderating effects of nutritional information disclosure and dietary restraint on consumers' behavioral intentions. Two items from the McDonald's and Subway menus each served as stimuli. They represented health halo confirmation (Roast Chicken sandwich) or disconfirmation (Italian Spicy sandwich) and health horn confirmation (Big Mac burger) or disconfirmation (McSpicy Cajun Burger). This study employed a 2 (nutritional information: present vs. absent) × 4 (menu item type: a health halo or horn associated with Subway or McDonald's menu items with favorable and unfavorable nutritional profiles) and 2 (dietary restraint: restrained eaters vs. unrestrained eaters) × 4 (menu item type: a health halo or horn associated with Subway or McDonald's menu items with favorable and unfavorable nutritional profiles) mixed factorial design. Participants were randomly assigned to one of two experimental conditions (nutritional information: present vs. absent) and presented with all four menu items. There was a decrease in behavioral intentions toward all menu items except the one representing health horn disconfirmation. In particular, behavioral intentions were most substantially weakened for the item that entailed a health halo disconfirmation (Italian Spicy sandwich). The findings not only delineate the different practices companies adopt but also underscore the importance of nutritional information disclosure in helping consumers make healthier food choices.

Application of the Health Belief Model to customers' use of menu labels in restaurants.

Some countries require the provision of menu labels on restaurant menus to fight the increasing prevalence of obesity and related chronic diseases. This study views customers' use of menu labels as a preventive health behavior and applies the Health Belief Model (HBM) with the aim of determining the health belief factors that influence customers' use of menu labels. A self-administered survey was distributed for data collection. Responses were collected from 335 restaurant customers who experienced menu labels in restaurants within three months prior to the survey. The results of a structural equation model showed that all the HBM variables (perceived threats, perceived benefits, and perceived barriers of using menu labels) positively affected the customers' use of menu labels. Perceived threats were influenced by cues to action and cues to action had an indirect influence on menu label use through perceived threats. In conclusion, health beliefs were good predictors of menu label use on restaurant menus. This study validated the application of the HBM to menu labeling in restaurants, and its findings could offer guidelines for the industry and government in developing strategies to expand the use of menu labels among the public.

Factors affecting the willingness to pay extra for safe food.

BACKGROUND/OBJECTIVES: With the outbreak of infectious diseases, such as coronavirus disease 2019 (COVID-19), public interest in health and safety has increased, and consequently, interests in food safety have been heightened too. The purpose of this study was to compare and analyze the involvement of various categories of consumers in food safety, the subjective evaluation of food safety in Korea, and the willingness of the consumers to pay extra for safe food according to their demographic and socioeconomic characteristics. MATERIALS/METHODS: This study used data from the 2020 Consumer Behavior Survey for Food provided by the Korea Rural Economic Institute (KREI). The subjects were 6,355 adult household members aged 19 to 75 years old. The survey was conducted from June 10th to August 21st, 2020. The data for the study were subjected to statistical analyses, including descriptive statistics, complex sample general linear model, k-means cluster, and multiple regression analyses. RESULTS: The factors affecting the willingness to pay extra for safe food were education level, occupation, monthly household income, presence of a young (teenager) household member, and the subjects' involvement in food safety. the significant factors affecting the willingness to pay extra for safe food were sex, age, and income level for the group exhibiting a low level of involvement in food safety, while education level and presence of a young household member were the statistically significant factors for the group exhibiting a high level of involvement in food safety. CONCLUSION: This study verified the differences in the factors associated with the willingness to pay extra for safe food according to the demographic and socioeconomic characteristics, involvement in food safety, subjective evaluation of food safety. This study offers practical implications to the industry and government that would help in directing strategies to strengthen safe food management.

How to improve the promotion of Korean beef barbecue, bulgogi, for international customers. An application of quality function deployment.

Quality function deployment (QFD) is a product development technique that translates customer requirements into activities for the development of products and services. This study utilizes QFD to identify American customer's requirements for bulgogi, a popular Korean dish among international customers, and how to fulfill those requirements. A customer survey and an expert opinion survey were conducted for US customers. The top five customer requirements for bulgogi were identified as taste, freshness, flavor, tenderness, and juiciness; ease of purchase was included in the place of tenderness after calculating the weight requirements. Eighteen engineering characteristics were developed, and a 'localization of bulgogi menu' is strongly related to the other characteristics as well. The results from the calculation of relative importance of engineering characteristics identified that the 'control of marinating time', 'localization of bulgogi menu', 'improvement of cooking and serving process', 'development of recipe by parts of beef', and 'use of various seasonings' were the highest contributors to the overall improvement of bulgogi. The relative importance of engineering characteristics, correlation, and technical difficulties are ranked and integrated to develop the most effective strategy. The findings are discussed relative to industry implications.

Food service industry in the era of COVID-19: trends and research implications.

Coronavirus disease 2019 (COVID-19) is a new type of respiratory disease that has been announced as a pandemic. The COVID-19 outbreak has changed the way we live. It has also changed the food service industry. This study aimed to identify trends in the food and food service industry after the COVID-19 outbreak and suggest research themes induced by industry trends. This study investigated the industry and academic information on the food and food service industry and societal trends resulting from the COVID-19 outbreak. The most noticeable changes in the food industry include the explosive increase in home meal replacement, meal-kit consumption, online orders, take-out, and drive-through. The adoption of technologies, including robots and artificial intelligence, has also been noted. Such industry trends are discussed in this paper from a research perspective, including consumer, employee, and organizational strategy perspectives. This study reviews the changes in the food service industry after COVID-19 and the implications that these changes have rendered to academia. The paper concludes with future expectations that would come in the era of COVID-19.

Impacts of menu information quality and nutrition information quality on technology acceptance characteristics and behaviors toward fast food restaurants' kiosk.

BACKGROUND/OBJECTIVES: With the advances in technologies, self-service kiosks at foodservice operations are becoming a new way of service provision. This study examined the relationships among the menu information quality, nutrition information quality, technology acceptance characteristics, and customer behavioral intention toward the kiosks in fast food restaurants. SUBJECTS/METHODS: A survey with a self-administered method was distributed online and offline. The sample consisted of customers who had used the kiosks at fast food restaurants in the last six months prior to the survey. The study hypotheses were tested by applying structural equation modeling. RESULTS: Structural equation modeling revealed the positive impacts of menu information quality and nutrition information quality, technology acceptance characteristics, and behavioral intention toward kiosks at fast food restaurants. On the other hand, one hypothesis (Hypothesis 4) on the impact of nutrition information quality on the perceived usefulness was rejected. CONCLUSION: The study is the first to investigate nutrition and menu information at foodservice kiosks and relate them to technology acceptance. The study is very timely and adequate in the time of the 4th industrial revolution. The critical importance of the presentation of nutrition information and menu information at the kiosks at fast food restaurants was verified. The academic and industrial implications of the study findings were discussed.

Customers' perception of the attributes of different formats of menu labeling: a comparison between Korea and the U.S.

BACKGROUND/OBJECTIVES: This study compared the perception of customers from Korea and the U.S. on the attributes of different formats of menu labeling The specific objectives were 1) to compare the customers' perceived usefulness, ease-of-understanding, clarity, and attractiveness of different formats of menu labeling between Korea and the U.S.; and 2) to compare the customers' use intention to different formats of menu labeling between Korea and the U.S. SUBJECTS/METHODS: A survey was conducted in Korea and the U.S. The participants were allocated randomly to view 1 of the 7 restaurant menus that varied according to the following types of menu labeling formats: (type 1) kcal format, (type 2) traffic-light format, (type 3) percent daily intake (%DI) format, (type 4) kcal + traffic-light format, (type 5) kcal + %DI format, (type 6) traffic-light + %DI format, and (type 7) kcal + traffic-light + %DI format. A total of 279 Koreans and 347 Americans were entered in the analysis. An independent t-test and 1-way analysis of variance were performed. RESULTS: Koreans rated type 4 format (kcal + traffic light) the highest for usefulness and attractiveness. In contrast, Americans rated type 7 (kcal + traffic light + %DI) the highest for usefulness, ease-of-understanding, attractiveness, and clarity. Significant differences were found in the customers' perceived attributes to menu labeling between Korea and the U.S. Americans perceived higher for all the 4 attributes of menu labeling than Koreans. CONCLUSIONS: The study is unique in identifying the differences in the attributes of different formats of menu labeling between Korea and the U.S. Americans rated the most complicated type of menu labeling as the highest perception for the attributes, and showed a higher use intention of menu labeling than Koreans. This study contributes to academia and industry for practicing menu labeling in different countries using different formats.

Comparison of college students' behavior toward nutrition information communication between Korea and the US.

BACKGROUND/OBJECTIVES: The expansion of menu labeling to restaurants has created a need to study customers' behavior toward nutrition information. Therefore, the purpose of this research was to compare college students' behavior toward nutrition information communication between Korea and the US. This study consisted of three objectives: 1) to compare the frequency of usage as well as degree of trust regarding smartphone-based communication channels in the acquisition of nutrition information among college students between Korea and the US, 2) to compare knowledge-sharing behavior related to nutrition information among college students between Korea and the US, and 3) to identify the role of country in the process of knowledge-sharing behavior. SUBJECTS/METHODS: A survey was distributed via the web to college students in Korea and the US. Data were collected in the 2nd week of March 2017. Completed responses were collected from 423 Koreans and 280 Americans. Differences between Koreans and Americans were evaluated for statistical significance using a t-test. In order to verify the effects of knowledge self-efficacy and transactive memory capability on knowledge-sharing behavior related to nutrition information, a regression analysis was performed. RESULTS: Significant differences were found in the frequency of usage as well as degree of trust in communication channels related to nutrition information between Korean and American college students. While knowledge self-efficacy and tractive memory capability had positive effects on knowledge-sharing behavior related to nutrition information, country had a significant effect on the process. CONCLUSIONS: This study is the first to compare customer behavior toward nutrition information acquisition and sharing between Korea and the US. Comparative research on nutrition information revealed differences among the different countries. Therefore, this study contributes to the body of knowledge on the nutrition information research, in particular, by providing a comparison study between countries.

Relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions toward healthy menu selection.

BACKGROUND/OBJECTIVES: Obesity is a serious concern worldwide, for which the restaurant industry holds partial responsibility. This study was conducted to estimate restaurant consumers' intention to select healthy menu items and to examine the relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions, which are known to be major determinants of consumer behaviors. SUBJECTS/METHODS: An online, self-administered survey was distributed for data collection. The study sample consisted of customers who reported having visited casual dining restaurants in the last three months at the time of the survey. Structural equation modeling was used to verify the fit of the proposed research model. RESULTS: Structural equation modeling revealed that the proposed model supports the sequential, mediated (indirect) relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions toward healthy menu selection. CONCLUSION: This study contributes to the available literature regarding obesity by adding past behaviors, one of the most influential variables involved in prediction of future behaviors of consumers, to the TPB model, enabling a better understanding of restaurant consumers' rational decision process regarding healthy menu choices. The results of this study provide practical implications for restaurant practitioners and government agencies regarding ways to promote healthy menus.