Prompting restaurant diners to eat healthy: Atmospheric and menu-related factors

ABSTRACT The current high obesity rates in developed countries have many negative consequences both at individual and societal levels. Drawing upon streams of research from diverse disciplines, this conceptual article offers a number of strategies for nudging consumers toward healthier menu selections once they are in a restaurant servicescape. A series of theory-based recommendations are outlined pertaining to the use of atmospheric cues to induce healthy choices. Further, a series of theoretically anchored menu design strategies are also presented. This conceptual research advances our existing knowledge by cross-pollinating findings from outside the hospitality and business bodies of literature to address healthy eating nudging in restaurants. Moreover, this research has strong practical implications because all of the strategies brought forward can be implemented by restaurateurs at little to no cost.