The importance of nutritional nudges in restaurant food environments: Insights from two contrasting countries

Abstract

Restaurant food choices result from interactions between individual preferences and establishments' food environments. Different ecological-based strategies (nutritional nudges) have been suggested to push restaurant consumers toward healthier choices. This research analyzed key nutritional nudges from the restaurant and consumer perspectives and how they may differ. The study examined thirty-five nudges classified into three categories: 1) Decision Structure Nudges (DSNs: e.g., available menu items) (n = 21), 2) Decision Information Nudges (DINs: e.g., menu labeling) (n = 7), and 3) Decision Assistance Nudges (DANs: e.g., smaller portions with a lower price) (n = 7). Two comparative studies were conducted in two contrasting countries (Colombia and the U.S.) to identify the restaurant industry's prevalence of nutritional nudges adoption in health-focused and other-focused restaurants (HFRs and OFRs) and consumers' perceived importance of those nudges. Study 1 (n = 127 restaurant observations) showed that restaurants' adoption of DSNs was higher than DINs and DANs. Differentiation in adopting nudges between HFRs and OFRs was identified in both countries. Colombian HFRs adopted significantly more DSNs than U.S. HFRs. Study 2 (n = 819 consumer responses) found that DANs are relevant for consumers when selecting a restaurant. For U.S. consumers, DANs are significantly more important than DSNs. For Colombian consumers, DANs are as important as DSNs and are more important than DINs. When comparing the two studies, differences between restaurants' adoption and consumers' perceived importance were evident. Ultimately, this study emphasizes the potential of nudges like DANs to encourage healthy food consumption given their importance across various contexts.