OAKBROOK TERRACE, Ill. -- In the ever-changing food world we live in, it can be hard to keep up. Just a few years ago, terms such as “farm-to-table,” “organic” and “vegan” were primarily limited to hippie-dippie restaurants and health-food store products, but they’re now ubiquitous. From quick-service restaurants and white-tablecloth spots to the neighborhood convenience store, this trend of consumers seeking healthier and more mindful food options shows no signs of slowing down.
Savvy retailers looking to meet those demands need to add another word to the growing list: sustainability.
“One of the things we look at for opportunities is where terms, concepts and flavor descriptions have relatively low penetration in restaurant menus but high or growing awareness among consumers,” said Justin Massa, Founder/CEO of Chicago-based research firm Food Genius. “Sustainability is one of those [terms].”
But while sustainability isn’t an easy term to define—according to Merriam-Webster it means “involving methods that do not completely use up or destroy natural resources”—that expansive definition can work to retailers’ advantage, allowing for a variety of creative ways to incorporate it into their business.
For the most part, the mention of sustainability in foodservice operations in most segments has been limited to seafood, said Massa, who cites programs such as the Monterey Bay Aquarium’s Seafood Watch in helping to educate consumers. But for the general consumer, sustainability isn’t just a term about fish; it has much broader implications. “The [foodservice] industry has a big opportunity to use the term more broadly and benefit from some of the health halo that surrounds it,” he said.
Here are some ways to incorporate sustainability into your operation:
Offer local produce.According to Technomic, 59% of consumers say they’re looking for more healthy snacks at c-stores than they were a year ago, such as freshly sliced fruit, whole fruit and vegetable snacks. By partnering with regional suppliers and stocking locally grown produce, retailers can provide sustainable choices and better-for-you snack options at the same time.
… And it’s not just food.Sustainability also applies to plenty of nonfood items, such as Energy Star-rated equipment and packaging products made from recycled and reused materials. “Those are things that aren’t called out nearly as much as they could be,” said Massa. “In the short term, they are opportunities for differentiation. In the longer term, this is how you can drive sales.”
It’s often the little things.For example, highlight that utensils will be included with grab-and-go options only if requested. “This cuts down on waste and cuts costs for the back of house,” said Massa. “It’s a no-brainer and an easy way to be green.”
Don’t be shy.“Operators frequently do things to improve the quality of their offerings, but they don’t tell their customers about it,” said Massa, and that includes not mentioning it in their No. 1 marketing tool: the menu. “If you’re going the extra mile, you can—and should—take credit for it.”
This post is sponsored by Kraft Foodservice