Increasing the Selection of Low-Carbon-Footprint Entrées through the Addition of New Menu Items and a Social Marketing Campaign in University Dining

Abstract

This natural experiment evaluated the effectiveness of an intervention to increase low-carbon-footprint entrée sales in university dining. In general, low-carbon-footprint foods include plant-based items and fish, which can promote health. Intervention components included (1) new menu items with Impossible™ plant-based meat and (2) a social marketing campaign focused on choosing lower-carbon options. Entrée sales data (n=645,822) from the intervention restaurant were compared to those from two other restaurants pre- (Fall 2018) and post-intervention (Fall 2019). During the post period, the proportion of low-carbon-footprint entrée sales increased from 13.9% to 21.4% (54% change), a significantly greater increase than the comparison sites. Although the intervention was followed by a decrease in sales of beef entrées and increase in sales of plant-based meat entrées, sales of other vegetarian entrées also decreased. Results suggest promoting the climate benefits of tasty plant-based meat alternatives can shift food choice patterns in a university.