Calorie labels on restaurant menus: What do consumers see, think, and decide? Eye-tracking and interview insights

A research article co-authored by CTR Visiting Fellow, Dr. Pablo Pereira-Doel (University of Surrey, United Kingdom) has been published in the International Journal of Hospitality Management.

 

 

 

Title

Calorie labels on restaurant menus: What do consumers see, think, and decide? Eye-tracking and interview insights

 

Authors

Anita Eves, Surrey Hospitality and Tourism Management, Surrey Business School, University of Surrey, United Kingdom

Pablo Pereira-Doel, Surrey Hospitality and Tourism Management & Human Insight Lab, Surrey Business School, University of Surrey, United Kingdom; Centre for Tourism Research, Wakayama University, Japan

Vanessa Cumper, Surrey Hospitality and Tourism Management, Surrey Business School, University of Surrey, United Kingdom

 

Source

International Journal of Hospitality Management

Volume 113, 2026, 104475

https://doi.org/10.1016/j.ijhm.2025.104475

*Scopus Indexed Journal

https://www.scopus.com/sourceid/144742

 

Abstract

This study explores consumers’ reactions and responses to calorie labelling of restaurant menus. A convenience sample of 36 participants aged 18 and older, who dine out at least monthly, engaged with menus using eye-tracking technology to measure involuntary attention. Participants visited the lab twice: first with a menu without calorie labelling and, at least two weeks later, with the same menu including calorie information. After each session, follow-up interviews explored the reasons behind attention, reactions, and food choices. Results revealed that while some subconscious attention to calorie information was detected through eye-tracking, many participants did not consciously notice it. Even those who saw calorie information rarely used it to inform choices, with calorie reductions failing to reach statistical significance. Choices were primarily driven by enjoyment and dietary restrictions. These findings suggest calorie labelling may have limited effectiveness in occasional social dining contexts and interventions should target regular dining venues instead.

 

Keywords

Calorie labelling, Restaurant menus, Food choices, Social dining, Eye-tracking