Over a third of UK pub and restaurant goers are prepared to spend more than usual in venues with strong sustainability credentials despite the ongoing cost-of-living crisis, according to a recent survey.
The new report – a joint effort between leading food service technology provider Nutritics and hospitality data and insights consultancy CGA by NIQ – found that nearly half (47%) of all UK pub and restaurant consumers said they want more information about carbon footprints on menus.
Nutritics Stephen Nolan 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.”
With more than two out of every five of those surveyed (41%) saying the information would influence their order, educating consumers about the environmental impact of their meals is one way that brands can drive sales, while demonstrating transparency, establish trust, and build advocacy in the process.
Better sustainability credentials and communication could hold the key for businesses to tap into an audience of more than 37 million eco-conscious people in the UK, as 70% of Brits are now actively trying to live a more sustainable lifestyle.
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“Restaurant 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,” said Nolan.
“Those 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.”
The research said consumers in the 18-34 age group are nearly twice as likely to pay more for sustainability than those aged 55+, with women, frequent hospitality visitors and Londoners all over-indexing for engagement.
Just 23% of UK consumers said sustainability is unimportant in their choice of venues, showing that sustainability matters to most diners.
“But it’s important to focus on the positives in sustainability. Pubs, bars and restaurants that show good practice can improve brand trust and increase guest spend,” Nolan continued.
“Good sustainability practice isn’t just the ethical thing to do, it’s commercially valuable too.”
