NEW YORK - New research by Mintel stresses that restaurants subject to new federal menu labeling requirement must begin preparing "to maximize the plusses and minimize potential negatives," including managing calorie "sticker shock" for consumers while revising menus to offer better-balanced offerings, Marketing Daily reports.

The new health-care bill requires restaurants with 20 or more locations to post calorie counts on menus, menu boards, and drive-thrus beginning in 2011. Vending machine operators will also be required to post calorie details near each food item.

Mintel said that many diners could find themselves torn between a desire to eat healthier offerings with a long-established taste preference for items that might be high in calories. It revealed that 60% of survey respondents said that taste is paramount when dining out, compared to 23% who said they want to eat a healthy meal.

"Menu transparency will allow consumers to have control over their food decisions with a complete understanding of what they're eating," said Eric Giandelone, director of foodservice research at Mintel. "However, getting people to eat healthier requires more than just posting calories or adding healthy options to the menu. The food also has to taste good."

Giandelone said that from a restaurant??s perspective, there is a concern that healthy menu items may not sell well. On the other hand, there is a deep concern for offering items that are calorie-laden. "There may be some initial consumer shock at the calorie counts, and chains may have to start listing lower-calorie options or smaller portion sizes to help diffuse this unpleasant surprise."