In today’s economy, consumers are watching their finances carefully, limiting their discretionary spending, and searching for better value at every turn – and these shifts are affecting restaurant sales, traffic, and trends. Conscious consumerism means that diners are concentrating on intentional spending, focusing on purchases that align with their ethical, environmental, and social values, from sustainability to sourcing and beyond.
Consumers are looking to visit like-minded businesses, and that includes ethical considerations, environmental practices, social impact (and more) as part of deciding whether to frequent a restaurant.
Ethical practices
Diners are looking for transparency from their favourite restaurants, from ingredient sourcing to how their meals are put together, and this can encompass a wide range of business practices, including everything from where the coffee comes from to supplier practices to how the restaurant hires and treats their staff. Transparency means listing local and responsible ingredients, sourcing from responsible and ethical places, and treating staff with support and respect. Seeking out ingredients with certifications such as organic, fair trade, or Ocean Wise can help build credibility and ensure that your efforts are genuine.
Sustainability
Consumers are demanding greener practices from businesses across all sectors, including foodservice, and operators who take steps to make their operations greener can differentiate themselves and drive long-term loyalty.
Authenticity is key. Be aware that consumers are wary of greenwashing, so avoid these practices to stay connected and honest with your guests about your sustainability efforts:
- Promoting some green initiatives while avoiding mention of others that do not include greener practices.
- Adopting simpler practices like paper straws to make sustainability claims, while avoiding larger initiatives or investment.
- Using vague terms like ‘locally sourced ingredients’ without listing those sources.
- Being unable to provide details or resources for customer inquiries.
Restaurants can begin to take meaningful steps towards increasing sustainability by:
- Lowering food waste by conducting an operations audit, better managing inventory, repurposing ingredients, optimizing portions, and increasing recycling and composting.
- Replacing takeout packaging with environmentally friendly options using recycled or biodegradable materials, and by limiting the amount of waste included in the packaging.
- Reducing their carbon footprint by optimizing delivery, considering electric vehicles or alternatives for neighbourhood deliveries, taking steps like growing produce on site and sourcing local ingredients.
Restaurants that genuinely make the effort to go greener with a targeted strategy that can support claims and backs their brand will garner the attention of likeminded guests, along with making a positive impact on the environment.
Making change
How can operators take steps to appeal to conscious consumers? The idea is that restaurants stand for something, that the brand connects with guests on a deeper level to build loyalty over shared morals, ethics, and practices. Becoming a socially responsible restaurant means making a positive impact on the environment or society, so focus on what’s important to you, your brand, and your guests as a way to get started.
Let your customers know about your initiatives but be prepared to take real action that back up your claims and shows your true commitment to your causes. Here’s an opportunity for restaurants to attract attention for their efforts, as well as sharing the story of the brand and provide an inside look into the business. This engages guests on another level, and when they are invested and aligned, that’s how brand loyalty is built.
“A socially or environmentally conscious consumer will first think whether consumption is even necessary,” said Ela Veresiu, associate professor of marketing at York University Schulich School of Business. “And once they decide to buy, they do their homework and look at who is providing the product or service that they would like to purchase, and how the product or service impacts the environment and society through its design, delivery, and even discard.”
Conscious consumers are growing in numbers: 91 per cent of consumers expect businesses be socially and environmentally responsible, and 84 per cent are likely to switch brands to one that aligns itself with a good cause.
Being transparent about responsible sourcing, fostering positive culture, and building a brand that promotes genuine ethics can help restaurants get attention and stand out. Along with an excellent dining experience, consumers are looking to support businesses who share their ethical practices and moral code, and operators who go beyond simple compliance can win the hearts of these like-minded customers.
