Measuring inflation, optimism and calories

At least the double cheeseburger and the side salad at McDonald's haven't increased in price. The National Restaurant Association reports in their Dec. 3 Washington report that menu inflation has been running at an annual clip of 4.1% over the last 12 months ending in October. From the report:

After a 0.5 percent gain in September, menu prices advanced 0.2 percent in October. Menu prices increased at a 4.1 percent rate over the 12 months ending in October. The rate was lower than the increase in grocery store prices over the same period (4.7 percent) but higher than overall consumer prices (3.5 percent). According to the National Restaurant Association’s Restaurant Industry Tracking Survey, 47 percent of restaurant operators expect to have higher sales in six months (compared to the same period in the previous year), up from 44 percent who reported similarly in September. Quickservice and quick-casual operators are the most optimistic, with six of 10 operators expecting higher sales in six months.

On a newsy note, the NRA reports it continues to oppose a menu-labeling proposal in NYC. The backdrop:

Restaurant industry representatives testified Nov. 27 against a New York City Board of Health menu-labeling proposal. The health board is expected to vote in January on the measure, which would require restaurants with 15 or more units nationwide to post calorie information on menus and menu boards. If passed, the ordinance would take effect March 31, 2008. It would affect about 10 percent of the city’s restaurants.

TK: Why not add the calorie information on menus and menu boards rather than hide it in kiosks that no one ever sees? A little illumination, gentlemen! Of course, some consumers will see a high calorie dish as an especially good value, so there's no telling about the influence on consumer behavior.