An Operator’s Guide To Communicating Sustainable Practices

PART 1: ASSESSMENT

Has your operation taken steps to invest in sustainable initiatives and actions, such as responsibly sourced ingredients or recyclable to-go packaging? If so, you may be ready to authentically communicate sustainability efforts to your diners. Follow these steps to assess and identify sustainable actions that deserve a spotlight.

AUDIT CURRENT
PRACTICES

Review existing sustainability initiatives, operational practices, and communication methods. Identify what steps have been taken and where initiatives are achieving meaningful impact.
Consider leveraging the diner insights from this report to help prioritize these actions and identify which may resonate with core diner audiences.
Assess current sustainability communication and channels to determine how and where messaging is placed.

GATHER FEEDBACK

Collect insights from your staff on their knowledge of the more sustainable practices your operation is incorporating and how they’re communicated to diners.
Survey diners to understand their awareness of your sustainable actions. Use this as a benchmark for future metrics.

IDENTIFY GAPS AND BENCHMARK COMPETITORS

Determine gaps in your sustainable actions and where there is more opportunity to take further actions.
Compare your efforts with competitors and industry standards to find opportunities for improvement.

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ASSESS READINESS TO COMMUNICATE

Determine if you’re ready to communicate about the sustainability actions your operation has invested in. If necessary, enhance your practices or stick to a consistent program before you launch communications.

PART 2: COMMUNICATION TACTICS

Where will diners find sustainability communication? More places than you might think. Use this checklist to identify new opportunities to share your sustainable actions at key stages of the consumer experience.

WHERE CONSUMERS NOTICE INFORMATION ABOUT INGREDIENTS, PACKAGING & OPERATIONS

INGREDIENTS

Menu
Restaurant’s website
Restaurant’s social media
Signs in the restaurant space

PACKAGING

Restaurant’s website
Signs in the restaurant space
Menu
Online ordering

OPERATIONS

Restaurant’s website
Menu
Restaurant’s social media
Signs in the restaurant space

BEFORE the Dining Experience

Digital

Sustainability Page: Create a dedicated page on your website outlining sustainability initiatives and commitments.

Blog Posts: Share stories about partnerships with local farms, sustainable menu items, or how you are taking action to reduce your environmental impact.

Online Reservation System: Include general messaging about sustainability practices in your restaurant description on reservation platforms.

Ordering App: Consider pop-up screens or icons on menu items deemed sustainable. On the confirmation screen, remind audiences to recycle or reuse to-go packaging.

Social Media

Posts & Stories: Share updates on sustainable actions to generate interest before diners arrive.

Video Content: Post behind-the-scenes videos of your sustainability initiatives, like a tour of supplier farms or simple kitchen protocols.

Email Marketing

Newsletters: Include updates on sustainability programs, spotlight sustainable menu items, and share the positive impact these actions are having.

Special Offers: Promote sustainability-focused events or menu promotions such as Sustainable Dining Week specials and LTOs.

DURING the Dining Experience

In-Restaurant Signage

Menus: Use icons or callouts to highlight sustainable, seasonal, or locally sourced ingredients in your dishes. Consider a “Sustainability Spotlight” section on the menu.

Table Tents: Place cards on tables with facts about sustainability initiatives.

Wall Signs: Display visible messages about your recycling, composting, or energy-saving initiatives around the restaurant.

Staff Communication

Talking Points: Equip your staff with quick reference guides to talk about sustainability practices when interacting with diners.

Customer Interactions: Train staff to engage diners in casual conversations about sustainability initiatives that are underway.

Digital Screens

Digital Displays: Rotate messages about sustainaiblity efforts, including seasonal menus or energy-saving initiatives. This can be particularly effective in high-traffic areas like the entrance or bar.

AFTER the Dining Experience

Email Follow-ups

Thank You Emails: Send a thank-you email to diners, including information about how their visit contributed to sustainability efforts.

Surveys: Send short post-visit surveys asking diners how much they knew about sustainability efforts before their visit and if it influenced their choices. Use this feedback to improve future messaging.

Social Media

Thank You Posts: Share appreciation posts to thank followers for supporting sustainable dining initiatives. If sales data is available, highlight the popularity of sustainable menu options.

User-Generated Content: Encourage diners to share their sustainable dining experience on social media by using specific hashtags and offering incentives for sharing sustainabilityrelated content.

Loyalty Programs

Customer Rewards: Integrate sustainability awareness into your loyalty program by rewarding loyalty program customers for choosing sustainable menu items or bringing their own containers for take-out.

Sustainability Reporting

Progress Reports: Share progress on your sustainability efforts on your website or in your monthly newsletter, showcasing diners’ cumulative impact.

Packaging & To-Go Materials

Packaging Spotlights: Highlight packaging that supports sustainability efforts with labels or QR codes that direct diners to a webpage for more information.

PART 3: MEASUREMENT

How do you know your communication efforts are making a real impact? Reference these tips to track and measure which actions are really moving the needle.

SALES METRICS

Track sales of sustainable menu items to see if they’re favored by diners.
Observe patterns in new and repeat diners to understand if sustainability efforts help attract new customers or contribute to loyalty.

DINER SURVEYS

Measure awareness of sustainability initiatives through regular surveys.
Ask diners if the sustainability message influenced their decision to visit your restaurant or choose specific menu items. Prompt simple sustainability questions in your online ordering system or mobile app.

SOCIAL MEDIA ENGAGEMENT

Track likes, comments, and shares on sustainability-related content to gauge diner interest and engagement.
Monitor user-generated content to see if diners share their sustainability stories, which indicates relevant messaging.

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ADJUST AND REFINE

Use feedback and sales metrics to refine your message and tactics continuously. Update your communications regularly to reflect new sustainability initiatives, seasonal changes, or diner feedback.