Visual information influences consumer fast-food choices

Purpose - The purpose of this paper is to investigate the influence of visual information cues such as a heart icon vs the calories and fat content on the selection of healthy food in fast-food restaurants (FFRs). Design/methodology/approach - An online survey design providing a fast-food menu was implemented to collect responses from the participants. The survey respondents were recruited from a large South-western university in the USA. The research model was tested using logistic regression. Findings - Data analysis shows that visual information plays a significant role in healthy food selection in FFRs. The authors findings show that the heart icons have a statistically significant effect on food choices, while calories and fat content information did not affect the participants' selections vs no information. Originality/value - Dietary choices and obesity are a serious social concern. This study provides support for the effect of a heart icon symbol on food choice in fast-food selection. The implication is that labelling FFR menus with symbols such as our heart icon will have a positive impact on healthy food selection vs the more usual inclusion of calorie and fat information.