Harvester sees modest decline in calorie consumption after menu labelling introduced

20 September 2011 by
Harvester sees modest decline in calorie consumption after menu labelling introduced

Casual-dining chain Harvester has seen average calorie consumption fall by about 25 calories per person since it introduced calorie labelling on its menu in March 2011.

The Mitchells and Butlers-owned business was one of the first to print dish-by-dish calorie information on menus.

It said the 25 calorie reduction equated to a fall of about 2% as a result of a slight shift by customers from red meat dishes into white meat and fish, and changes in dessert choices.

Adam Martin, marketing and strategy director, said: "It's early days and there are many factors at work here, however, it appears that there has been a small, but discernible change in behaviour by our guests. Our menu gives customers the flexibility to choose a meal that's tailored to their taste and calorie preference. Customers have been using this choice by opting for slightly lower calorie side dishes, for example by swapping fries for mash or new potatoes."

Will calorie information on menus have any effect? >>

Restaurant Association blasts calorie labels plan >>

By Neil Gerrard

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