News

Restaurants' commitment to sustainability influencing younger customers

November 26, 2014

New research from Packaged Facts finds that sustainability initiatives are increasingly important to restaurant consumers. According to the Future of Foodservice: Food and Beverage Menu Trends & Opportunities report, women and higher-income consumers are especially receptive to menu claims that promote sustainability. Additionally, young adults age 25-34 and families are likely to be more influenced by a range of sustainability and sourcing menu terms.

In a news release, Packaged Facts Research Director David Sprinkle said that for foodservice players, adopting sustainability and food sourcing reflects adopting practices that reduce the negative environmental impact of providing the food, which in turn is influencing menu trends. There's also a propensity to associate green qualities with animal welfare and healthfulness.

Although sustainability and the environment are growing trends in foodservice, establishments most committed to green and sustainable efforts are generally smaller independent or chain operations. The report said the fast casual segment is also helping to drive this trend into the mainstream.

Packaged Facts' research recommends larger foodservice operators get on board by implementing sustainable initiatives and communicate to consumers what they are doing and why. Educating consumers is a key element of any cause-related marketing effort, and green and sustainable achievements are no exception, Sprinkle said.