Optimal, Low-Calorie Defaults in Combo Meals Do Not Affect Consumers’ Fast-Food Restaurant Visit Intentions, Regardless of Their Health Concern Level

Learning Outcome
Participants will identify how consumers’ health concern level influences the effects of optimal, low-calorie defaults in combo meals on restaurant visit intention.
Background
People with different health concern levels may react distinctly to health-related strategies. Effects of optimal, low-calorie defaults in combo meals on fast-food restaurant visit intention among consumers with varying health concern levels were evaluated.
Methodology
The study was a between-subjects randomized scenario-based experiment. U.S adults (n-377) were recruited through an online crowdsourcing platform. A fast-food drive-thru simulation was embedded in a survey. Participants saw one of three options of menu boards 1) menu items available for customers to create a combo meal; 2) combos that included traditional high-calorie sides and beverages per default; or 3) combos that included low-calorie optimal sides and beverages per default. Next, respondents ordered a combo and followed similar purchasing procedures. Finally, respondents answered questions using 7-point Likert scales about restaurant visit intention and health concern.
Findings
Results from Quade's non-parametric analysis of covariance showed no differences in visit intention due to health concern levels among the three experimental conditions. This finding suggests that combos with optimal, low-calorie defaults could be added to menus, and even people with low health concern levels would visit the establishment in the same fashion. Potentially, that circumstance may increase familiarity with healthy offerings and improve long-term food decisions without negatively impacting the restaurant industry.
Conclusions
Offering optimal, low-calorie defaults in combo meals does not alter the restaurant's visit intention of people with different levels of health concern. Dietetic professionals in the restaurant industry may use findings from this study to justify the use of optimal, low-calorie defaults.
Funding source
This work was supported by the Arthur Avery Foodservice Research Laboratory at Purdue University and the Faculty Development Program at Pontificia Universidad Javeriana.