Impact of Animal Characters at a Zoo Concession Stand on Healthy Food Sales

Abstract

Objective: The primary objectives of the study were to examine: 1) how increased availability of healthier items at a zoo concession stand affects sales and 2) how animal character marketing on zoo menu boards affects sales revenue.

Methods: An intervention was conducted over an 8-week period. On alternating weeks, zoo animal characters were systematically paired with and removed from healthy food items on a zoo concession menu board. Sales and revenue data were analyzed using frequencies, a Poisson regression model, and a negative binomial regression model, respectively.

Results: Newly introduced healthy items represented 8.2% of sales and 4.9% of revenue. Healthy item unit sales were significantly higher (P = .006) during the weeks animal cartoon characters were displayed, although there was no impact on revenue.

Conclusions and implications: Findings suggest nonbranded character marketing is a viable strategy for promoting healthy products in family-friendly venues where concessions are sold.

Keywords: diet quality; health policy; health promotion; obesity; social marketing.