This project will examine the evidence needed to develop a business case to encourage fast-food and family-oriented restaurants to sell and market more nutritious products, with fewer excess calories, especially for consumption by children and their families. Restaurants have played an important role in the nation's childhood obesity epidemic and have been linked to the consumption of excess calories, fats, sugars and salt. This project will: (1) develop a report identifying the potential beneficial impact that reducing calories and adopting "healthier" marketing practices will have on corporations' traditional financial metrics; (2) compile case studies ("financial success stories") highlighting efforts to improve menus, and describing the key strategies employed by specific chains and the resulting improvements in their business performance; (3) propose feasible standards for use by fast-food and family-oriented restaurant chain executives to evaluate corporate performance on the basis of the alignment of these standards with healthier production and marketing practices; and (4) disseminate results through a media conference and a number of reports and communications activities, working closely with the Robert Wood Johnson Foundation's Childhood Obesity communications team.
Amount Awarded $564,578.00
Awarded on: 1/12/2012
Time frame: 1/15/2012 - 5/31/2013
Grant Number: 69770