Starbucks Sales Unchanged Despite Calorie Counting

They are two growing trends in America: both the expanding waistlines of Americans and the requirement for restaurants to post calorie counts for their menus. The hope is that this will reduce both Americans' weights and Type 2 diabetes, as well. A study seems to indicate that the idea is working, as Starbucks is seeing a reduction in the calorie intake of its customers.

A Stanford University study has shown that a recent New York City law requiring restaurants to post the calories of their menu items has caused Starbucks customers to reduce their intake of calories. The study showed a reduction of 6 percent of calories per transaction.

Those who were consuming a larger number of calories, more than 250 calories per sale, saw a still larger drop. Their consumption fell by a dramatic 26 percent, the study said.

This is precisely, however, what these laws are supposed to foster. Many don't know, for example, that a Grande Caffè Vanilla Frappuccino Blended Coffee - whip has 430 calories, 130 of which are fat calories. Once they know that, they reduce their consumption.

Of course, it's possible to reduce your calories without reducing your outlay of cash, and it appears that Starbucks is seeing that trend. According to the study, which analyzed sales data from Jan. 2008 to Feb. 2009, "There is no impact on Starbucks profit on average, and for the subset of stores located close to their competitor Dunkin' Donuts, the effect of calorie posting is actually to increase Starbucks revenue."

Interestingly, another recent study showed that the calorie counts shown by restaurants are usually off by a considerable percentage. That also applies to the calorie counts of labels on foods as well. Those who think they are reducing their calories, should keep that in mind.

Written by Michael Santo
HULIQ.com