Sustainability in restaurants and the rise of the eco-conscious consumer

Younger consumers are willing to pay an average premium of 20% for sustainable meals - what does this mean for restaurants pursuing eco-aware diners?

The willingness to pay for sustainability in restaurants is likely to continue to grow as consumers become more educated about environmental impact and as sustainable options become more widely available. However, the willingness to pay for sustainability in restaurants varies among generations and differing factors such as personal values, income, and the perceived importance of sustainability. The opportunities are there for the restaurant sector to use this as an opportunity to meet consumer need and use sustainability as a growth opportunity.

Our recent US Restaurant Sustainability Study revealed that being environmentally conscious is important for restaurant consumers who are willing to pay a premium for more eco-friendly and green restaurant choices.

Restaurants have an opportunity to expand…