A study published in Psychology & Marketing showed that the order that items are listed on a menu has an effect on what consumers purchase, reports Food & Wine. A team of British researchers made small changes to McDonald’s menus at 622 locations across England and Wales, moving Coke Zero to first on the list of beverages and Coca Cola to the last. Though Coca Cola remained the most popular beverage choice, sales dropped significantly over the 12 weeks after the change, and Coke Zero increased by a similar amount.
“The present study demonstrates that a light‐touch, low‐cost nudge can decrease how often a sugary soft drink is purchased and increase how often a no sugar soft drink is purchased,” the authors conclude. Full Story
Related: Taxes on Sugary Beverages Effective at Reducing Sales; TV Has Biggest Impact on Purchasing Behavior.
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