Restaurant Disclosure of Food Allergens : Analysis and Economic Implications

Individuals increasing express concern regarding food allergies. Research suggests that between 20-30% of consumers self-identify as having some form of food allergy or sensitivity. Demand for allergy-safe foods is growing, especially in the restaurant and tourism sector. European Union regulations require restaurants to inform diners of the presence of 14 primary food allergens. The method of disclosure, however, is left to the discretion of the restaurant and may include verbal communication, menu labels, or separate informational pamphlets. Not surprising, given the lack of standardization and potential for misinformation, 74% of allergen related food incidents arise from the non-prepackaged (restaurant) environment. Individuals with allergens, therefore, may avoid restaurants or intentionally seek out, especially in the tourism context, venues with publicly disclosed allergen prevention protocols. Due to group effects and social media's ability to channel consumers, implementing allergy-friendly practices could substantially increase restaurant profits. In some regions, social media platforms rate restaurant responsiveness to allergens and governments maintain voluntary databases listing restaurants that conform to allergy-prevention standards. This research examines the performance of the restaurant industry in leading tourist destinations in Croatia with respect to self-disclosure of potential food allergens. Menus, accompanying websites and social media reviews of 973 restaurants across 43 locations were analyzed to determine the level of disclosure for food allergens. Based on the results, this paper suggests strategies for improved food allergen communication, engagement with social media networks and potential government support for allergy-friendly tourism initiatives