Our research shows that 60 percent of consumers say they are likely to make a restaurant choice based on its eco-friendly practices, such as water conservation and recycling. That raises an important question: Are you communicating your restaurant’s sustainability efforts to customers?
It should be no secret that skillfully sharing your restaurant’s story can deepen your connection to customers. When they learn about what makes your brand tick – how it got its start, where you get menu inspiration, how you assembled a phenomenal team – they are more likely to feel like they “get” you and your food. As socially conscious millennials' collective buying power grows, it's important to consider how sustainability fits into your restaurant story. Today’s consumers wantsthe businesses they patronize to reflect their values.
Fortunately, digital media has made story telling easier than ever. As you use social media to build a community of customers and communicate your menu offerings, try adding your sustainable practices into the content mix. You'll not only reap the potential cost savings from water, waste or energy efficiency – but you'll also gain the positive public image and brand loyalty.
Here are some hypothetical tweets or Facebook post ideas to get you started:
"We just changed out 34 house lamps with new LED efficient bulbs – will reduce energy output by nearly 75%!"
"By implementing a start-up/shut-down schedule, we’re saving nearly $300 a month – which we’re pleased to pass on to you with an extra hour of happy hour on the last Friday of every month!"
Here's a real-world example:
Other companies frequently share their sustainability efforts on social media including Asheville, N.C.-based Green Sage Café and the fastcasual chain Sweetgreen, which makes sustainability part of their food ethos.