Doing well by doing good? A supermarket shuttle feasibility study

Diana L Cassady, Vidhya Mohan

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


Objective: Creating a more healthful food environment requires a new line of research that examines the impact of healthful changes on business's bottom line.This study investigates whether supermarket-sponsored shuttles can be self-supporting or make a profit in low-income urban areas. Design: 2000 Census data were used to identify zip codes in California with low income, low vehicle ownership, and high population density to identify potential markets for shuttle programs. The breakeven point was calculated for a hypothetical shuttle program operating in these zip codes. Main Outcome Measures: Breakeven point in the number of months of shuttle operation. Analysis: Breakeven analysis. Results: Sixty-seven zip codes met the criteria for inclusion in the study. A supermarket shuttle program would break even in most zip codes if 10% of households without a car used the shuttle. If 15% used the shuttle, shuttle programs in all zip codes would make a profit. Conclusions: A shuttle program could be self-supporting in all 67 zip codes. Implications: Those interested in changing the food environment to support a healthful diet could use this information to share with supermarket executives and other key decision makers.

Original languageEnglish (US)
Pages (from-to)67-70
Number of pages4
JournalJournal of Nutrition Education and Behavior
Issue number2
StatePublished - Mar 2004


  • Low income
  • Policy
  • Social ecological model
  • Supermarkets

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Education
  • Food Science


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