Do Menu Calorie Counts Actually Work? Surprising New Research Says No

What Are Menu Calorie Counts Supposed to Do?

Menu calorie counts are everywhere—from fast food restaurants to upscale cafes. The goal? Help consumers make healthier choices. But do menu calorie counts actually work? A surprising study published in the Journal of Retailing says… maybe not.

New Research Questions the Effectiveness of Menu Calorie Counts

A large-scale study involving over 2,000 participants found something unexpected: calorie counts may not make people better at identifying healthy foods. In fact, calorie information often made participants second-guess themselves.

Key Findings from the Study

  • Participants evaluated food items, like salads (seen as healthy) or cheeseburgers (seen as unhealthy).

  • Without calorie info, participants correctly saw a large gap between healthy and unhealthy items.

  • With calorie info, that gap narrowed—people rated unhealthy items as less unhealthy, and healthy items as less healthy.

  • Calorie data made people feel less confident in their ability to judge healthiness.

The Problem: Illusion of Calorie Fluency

Because calorie numbers are everywhere, people think they understand them. But the study found this confidence is misleading.

Researchers call this the “illusion of calorie fluency“—believing you know how to use calorie data, when in fact, it just creates more confusion.

Why Does This Matter?

Public health policy often relies on transparency, assuming more data equals better decisions. But if calorie information causes “metacognitive uncertainty” (as the researchers call it), we need better tools.

Instead of scrapping calorie data, we need to present it with context.

Smarter Alternatives to Just Numbers

Menu calorie counts displayed at fast food restaurant

Some countries already use tools like:

  • Traffic light systems (green = healthy, red = limit)

  • Nutrition scores

  • Percentage of daily recommended intake

These make data more digestible and actionable, especially since calorie needs vary widely by age, gender, and activity level.

Health Information ≠ Understanding

This study is a powerful reminder: just because information is available doesn’t mean it’s helpful. Menu calorie counts may look simple, but interpreting them correctly is hard, and when misunderstood, they may backfire.

What We Still Don’t Know

Can tools like personalized nutrition apps or AI-driven food recommendations actually help? Or do they also make people feel confident without improving understanding?

That’s what future research needs to uncover.

Bottom Line: Calorie Counts Alone Aren’t Enough

If you’re trying to eat healthier, don’t rely on calorie counts alone. Consider food quality, ingredients, portion size, and how that food makes you feel long-term.

Need help cutting through the confusion? Let’s build a real-world nutrition plan that works for your body and lifestyle.

👉 Book a free 30-minute session with Lorie
👉 Or email EberLorie@gmail.com to get started

📚 References & Further Reading