M&B calorie labelling cuts consumption

The brand was the first UK-wide restaurant brand to introduce the dish-by-dish information on its menus at all 181 sites.

Harvester attributes the 25 calorie — or 2% — drop to the extra information available to customers that enables them to make a more informed choice. The main differences in dish choice are a move from red meat to white meat and fish dishes and changes in dessert choices.

The most popular dishes, such as spit roast chicken, have not changed, but customers are choosing lower calorie sides.

“It’s early days and there are many factors at work here however it appears that there has been a small, but discernable change in behaviour by our guests,” said Adam Martin, marketing and strategy director.

“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.

“Now, as a number of leading companies like McDonalds follow suit and introduce calories on their menus, it will be interesting to see if other chains see similar results.”

Alex Meyer, senior marketing manager for Harvester, added: “It was a big decision to become the first UK-wide restaurant brand to print calorie information on menus, but we felt that the time was right for Harvester.

"We were particularly pleased with the response from our customers, showing overwhelming support for the introduction of calories. Following the launch, on Facebook more than two thirds of people were supportive of calorie labelling on our menus.”

Harvester customers can access nutritional information through online listings, via a smart phone and on menus in restaurants.