A back-of-the-envelope calculation puts the total calories removed from customers’ diets at just below 25 million. Changing the order of options on a McDonald 's menu led to a change in sales . Moving the Coke Zero icon on digital displays of more than 500 stores from the third to first position , while moving the regular Coca - Cola icon from first to last , led to increased sales of Coke Zero by 30 % and decreased sales of Coca - Cola by 7 % . This is according to a 12-week study by researchers from Manchester Metropolitan University . Lead researcher Kelly Ann Schmidtke , writing in Psychology & Marketing , commented on the importance of fitting interventions into consumer marketing strategies to influence real - world behaviour — so called " nudges . "
Changing the order of options on a McDonald 's menu led to a change in sales . Moving the Coke Zero icon on digital displays of more than 500 stores from the third to first position , while moving the regular Coca - Cola icon from first to last , led to increased sales of Coke Zero by 30 % and decreased sales of Coca - Cola by 7 % . This is according to a 12-week study by researchers from Manchester Metropolitan University . Lead researcher Kelly Ann Schmidtke , writing in Psychology & Marketing , commented on the importance of fitting interventions into consumer marketing strategies to influence real - world behaviour — so called " nudges . "