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National Restaurant Association - Sustainability builds brand loyalty

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Sustainability builds brand loyalty

Jim Hanna, Starbucks’ director of environmental affairs, says practicing sustainability is about more than just trying to reduce operating costs. It also helps companies recruit and retain the best employees and creates the customer loyalty that is essential to any brand’s success.

“Many operators ask why they should practice sustainability, but the business drivers are the same whether you’re a 17,000-unit restaurant company or a one-unit, independent store,” he notes. “Yes, it can reduce your operating costs, but it also helps ensure you’re aligning yourself with the values of your customers and employees. That’s how you build loyalty and recruit and retain the best people in the world to come and work for you.”

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