This article assesses the impact of fast food restaurant menu labeling on the calorie content of individual lunchtime purchases of customers in New York City. Researchers found that, for the full survey sample, mean calories purchased did not change from before to after regulation. However, three major fast-food chains showed significant reductions in average calories per purchase after menu labeling had been in place for nine months (McDonald’s: 829 v. 785 kcal; Au Bon Pain: 555 v. 475 kcal; Kentucky Fried Chicken: 927 v. 868 kcal). Average calorie content increased for one chain (Subway: 749 v 882 calories). Customers who reported using calorie information in fast-food restaurants purchased meals with an average of 106 fewer calories.