Table 2.
Reported motivations for engaging in healthy eating promotion strategies, overall and stratified by restaurant type addressed and change initiator.
| Motivation | Type of Restaurant(s) Addressed in Source | Initiator of Change | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Overall (n = 171) |
Corporate-Owned (n = 132) |
Independently Owned (n = 27) | Both (n = 12) |
Restaurant-Initiated (n = 141) | Investigator-Initiated (n = 30) | |||||||
| Motivation not reported | 40 | 23% | 25 | 19% | 11 | 41% | 4 | 33% | 19 | 13% | 21 | 70% |
| Profit-driven | ||||||||||||
| Perceived customer demand | 74 | 56% 1 | 64 | 60% | 5 | 31% | 5 | 63% | 73 | 60% | 1 | 11% |
| Want to increase profit | 9 | 7% | 8 | 7% | 1 | 6% | 0 | 0% | 8 | 7% | 1 | 11% |
| Recognizing health as business opportunity | 12 | 9% | 8 | 7% | 4 | 25% | 0 | 0% | 12 | 10% | 0 | 0% |
| Following food trends | 4 | 3% | 3 | 3% | 0 | 0% | 1 | 13% | 4 | 3% | 0 | 0% |
| Business promotion opportunity | 9 | 7% | 6 | 6% | 2 | 13% | 1 | 13% | 5 | 4% | 4 | 44% |
| Intrinsic motivations/factors | ||||||||||||
| Want to improve community health | 35 | 27% | 20 | 19% | 13 | 81% | 2 | 25% | 30 | 25% | 5 | 56% |
| Desire to innovate | 3 | 2% | 1 | 1% | 0 | 0% | 2 | 25% | 3 | 2% | 0 | 0% |
| Top-down pressure | ||||||||||||
| Public health criticism | 29 | 22% | 27 | 25% | 1 | 6% | 1 | 13% | 28 | 23% | 1 | 11% |
| Mandates/guidelines | 5 | 4% | 4 | 4% | 1 | 6% | 0 | 0% | 4 | 3% | 1 | 11% |
| External factors | ||||||||||||
| Food sourcing/availability | 2 | 2% | 2 | 2% | 0 | 0% | 0 | 0% | 2 | 2% | 0 | 0% |
1 percentages from this row forward were calculated using the number of records where motivation was discernible as denominator.