Learn What Resonates with Diners

Diners perceive sustainability differently. Explore how to connect with them in ways they understand.

A Guide to Effective and Authentic Sustainability Communication

We asked diners how they perceive sustainable actions in these three categories:

_{This report reveals what actions diners perceive as sustainable, which sustainability practices resonate with diners and informs how operators can effectively communicate their actions.}

_{We recognize that each restaurant’s sustainability path varies based on factors like location, size, and supply chain. Incorporating more sustainable actions, such as recyclable to-go packaging or sustainably sourced ingredients, is a unique journey for each business. This research guides operators through the complexities of prioritizing and authentically communicating more sustainable practices, helping them meet diner expectations in a transparent and authentic way.}

Our findings come from a September 2024 survey, conducted via an online panel, of 1,000 U.S. diners across different generations, income levels, and locations. This research rates dining preferences, attitudes toward sustainability, and communication preferences. We report data in two groups—Sustainability Supporters and General Diners—to help operators engage both audiences and build loyalty through authentic communication. See how these are defined below.

ALL SURVEY RESPONDENTS ARE TERMED AS GENERAL DINERS. GENERAL DINERS WERE SEGMENTED BASED ON HOW SUSTAINABILITY EFFORTS INFLUENCE THEIR RESTAURANT CHOICES.

57%

ARE SUSTAINABILITY
SUPPORTERS

43%

ARE NOT INFLUENCED
BY SUSTAINABILITY
EFFORTS

"I ACTIVELY SEEK OUT RESTAURANTS
WITH SUSTAINABLE PRACTICES."

"SUSTAINABILITY DOES NOT INFLUENCE
MY CHOICE OF RESTAURANT."

"I PREFER RESTAURANTS WITH SUSTAINABLE PRACTICES, BUT IT'S NOT A DECIDING FACTOR."

Key Takeaways

Sustainability Supporters Drive Market Growth

Sustainability-conscious diners represent a valuable market segment, particularly among younger generations and families. More than half (57%) of diners (Sustainability Supporters) actively seek out or prefer restaurants that utilize what they perceive as more sustainable practices; 70% of Gen Z and 72% of Millennials identify as Supporters.

Sustainable Practices Support Business Growth

Implementing and communicating sustainable practices can elevate the value perception of your menu. Simply put, 65% of General Diners are willing to pay more for sustainable ingredients, presenting a clear business case for sustainability initiatives.

What Matters Most to Diners

The quality and sourcing of ingredients are top priorities for environmentally conscious diners. 90% of Sustainability Supporters consider ingredients grown in a sustainable way with little to no negative impact to the environment to be important. Sustainable packaging and operations are also valuable to consumers. 91% of Sustainability Supporters consider recyclable packaging important, and 91% consider donating excess food important.

Communication Drives Awareness

When taking more sustainable actions, clear sustainability messaging across multiple touchpoints, like menu descriptions, in restaurant signage and websites, helps diners recognize these initiatives. 79% of General Diners notice sustainability information about ingredients.

Health and Social Responsibility Drive Choices

When Supporters are asked why they care about eating at restaurants that offer sustainable ingredients and practices, three themes emerge:

70%

are ingredient-focused and believe these practices are better for their health and/or it tastes better.

70%

are business-focused, agreeing with options to support local businesses that care about the environment and/or it’s better for the local economy.

65%

are intrinsic-focused and believe that sustainable ingredients and practices help the planet and/or it’s the right thing to do.