Customers’ Desire towards Menu Labeling in Quick-service Restaurants

Document Type : Original Article

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Faculty of Tourism and Hotels, University of Sadat City

Abstract

As people nowadays become more concerned with healthy food and thinking about what they eat to maintain their weight, so there is a demand for nutritional information to be posted in restaurants menus. Therefore, this research seeks to identify customers' desire for menu labeling. Also to determine what kind of nutritional information exactly they want. Also to demonstrate the format and method of presenting nutritional information in restaurants. A sample of 594 quick-service restaurant customers in Cairo responded to an online questionnaire. Results of this research revealed that customers have a significant desire toward presenting menu labeling in quick-service restaurants. In addition, restaurants have to obligate to post nutritional information on their menus. Also, they want to see the number of calories, amount of fats, cholesterol, protein, and sugar written in a percent daily value format and displayed in the menu boards and menus.

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