An Assessment of Motorists' Perceptions of Interstate Food Logo Signs

Report No: 99-TAR9

Published in 1999

About the report:

Blue food logo signs are a familiar sight to travelers on Virginia's interstate and limited access highways. The Virginia Transportation Research Council was asked to conduct a study of motorists' use of food logo signs and their expectations about businesses featured on such signs. A short, 12-item survey was distributed at four state welcome centers and one state rest area in August and early September of 1998, ultimately yielding 520 completed surveys. Respondents reported using logo signs very frequently to make decisions about where to stop on the road. Businesses must meet specified requirements to be included on such signs. Respondents' expectations for businesses included on logo signs corresponded with some of the program's requirements (e.g., proximity to an interchange, serving hours). Respondents did not, however, expect all businesses included on logo signs to serve breakfast food, which is a requirement.

Disclaimer Statement:The contents of this report reflect the views of the author(s), who is responsible for the facts and the accuracy of the data presented herein. The contents do not necessarily reflect the official views or policies of the Virginia Department of Transportation, the Commonwealth Transportation Board, or the Federal Highway Administration. This report does not constitute a standard, specification, or regulation. Any inclusion of manufacturer names, trade names, or trademarks is for identification purposes only and is not to be considered an endorsement.


Other Authors

Rod E. Turochy, Amy A. O'Leary, Ph.D., Michael A. Perfater

Last updated: December 12, 2023

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