One of the biggest challenges that restaurants face is changing the perception that dining out isn’t environmentally friendly. More and more, sustainability is becoming such a driving factor behind people’s eating decisions. In fact, 74% of Millennials and 72% of Generation Z are willing to pay more for sustainable products and services.
At face value, there are some obvious benefits of eating out compared to dining at home. The first of which being food waste. Restaurants operate like finely tuned machines, operating at the most optimal capacity, ordering only what they need and aiming to waste as little food as possible.
On the flip side, there’s nothing more wasteful than only needing a small portion of an ingredient for a home cooked meal and having to buy a whole packet, or even worse, buying food that you plan to cook, only to not cook at all and let the food go to waste.
With this said, if your restaurant is sustainable, puts in an effort to minimise its carbon footprint and sources local and organic food, this is the perfect angle to put to market. As we outlined, people are willing to pay more for sustainable options and slowly but surely, there’s a cultural shift (and a good one too!) towards being environmentally friendly. Make sure to communicate how your restaurant is sustainable, and if you’re using local and ethically sourced ingredients – build your ads around this.
Top Tips for Ads about Sustainability:
Hungry for more info like this? From our extensive experience of marketing in the hospitality industry, we’ve put together a number of pro tips. Find them in First Table’s Resources for Restaurateurs