FOR WHOM THE MENU INFORMS: A MARKET SEGMENTATION APPROACH TO NUTRITIONAL INFORMATION ON RESTAURANT MENUS

Abstract

Foodservice operators are being mandated to provide nutritional information (NI) on their menus to enable diners to make informed choices. However, there is little research on who would utilize NI on menus. This study utilizes Cluster Analysis to segment and profile diners at full-service restaurants that need, and would utilize NI on menus in full-service restaurants in the USA. Cluster Analysis identified two distinct segments - Health Cognizants and Fast-Lane Foodies. The Health Cognizant segment, has positive attitudes towards NI, feels the need for NI, and would utilize it to make dining decisions. They tend to be females, those aged 35 to 65, and those belonging to the higher income and college educated strata. This segment already practices a healthy lifestyle and employs various healthful strategies while making dining decisions. The Fast-Lane Foodies are not particularly concerned about NI on menus. Implications are provided.