Nutritional Labelling in Malaysian Full Service Restaurant Menu

Abstract

This study empirically investigates customer perception towards providing nutritional information in Malaysian full service restaurants menu. Results reveal that nutritional information is important and the major nutrition elements such as calories, protein, fat and dietary fiber is the minimum information desired by customers in the restaurant menu. Nutritional information in fact directly influences restaurant customers’ future purchase decisions. These findings produced significant indicators not only to the existing restaurant operators but also to those individuals or companies who intend to venture into this so called booming sub- sectors of food service businesses. In addition, attaining customer needs lead to repeat patronization and in the long run, contributes to restaurant business survival.