Over one-third (34%) of UK pub and restaurant goers are willing to spend more than usual in venues with strong sustainability credentials, according to research from CGA by NIQ and foodservice technology provider Nutritics.
The report, Sustainability Matters: What consumers want and how brands can win, surveyed 5,000 consumers and found that only 23% of consumers said sustainability is unimportant in their choice of venue.
It further found that sustainability is a bigger driver for casual dining customers than for pub-goers and fast food customers.
The report also indicates consumers aged 18-34 are twice as likely to pay more for sustainability than those aged 55+, with women, frequent hospitality visitors, and Londoners over-indexing for engagement.
It suggests customers of Bella Italia are the most eco-conscious, with 79% saying they try to lead an environmentally friendly lifestyle, while McDonald’s customers the least likely (68%).
The brands with the most eco-conscious consumers include Yo! Sushi – with 58% of customers saying sustainability is an important factor while choosing a venue – followed by Wagamama (55%) and Frankie & Benny’s (56%).
In comparison, JD Wetherspoon (35%), Greggs (36%), and McDonald’s (37%) consumers are the least likely to consider sustainability an important factor while choosing a venue. However, both Wetherspoon and Greggs customers over-indexed on engagement with recyclable materials and locally sourced products, while McDonald’s customers are more likely to be influenced by a venue’s sustainability credentials than the average UK consumer.
Customers of Burger King and KFC – two QSR brands that have made strides on sustainability in recent years – over-indexed in areas including leading an environmentally friendly lifestyle and the importance of sustainability and environmental credentials while choosing a venue.
According to the report, consumers are looking for better communication and guidance from venues they visit to enable them to make more environmentally friendly choices.
Nearly half (47%) said they want more information about carbon footprints on menus and 41% said it would influence their order, with 70% actively trying to live a more sustainable lifestyle.
Stephen Nolan, CEO of Nutritics, said: “The climate crisis has focused consumers’ minds on environmental impact — not just their own, but they also want to see hospitality playing its part in reducing its environmental impact.
“Operators who seize the opportunity to capitalise on this demand, through better customer communication of credible initiatives, will profit from an ever-increasing competitive advantage. The operators who invest in understanding which sustainability initiatives make customers tick will drive loyalty and spend and effectively build not just environmentally sustainable brands but economically sustainable businesses.”
