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Green Initiatives: A Rise In Cost Or A Part Of Your Marketing Budget?



QSR magazine published an article recently about new take out packaging for restaurants made from recycled plastic water bottles.  Dubbed The Bottle Box, the restaurants that have used it say it performs just as well or better than normal plastic take out packaging, and that it can be customized with your establishment’s name and logo very easily.  The biggest pitfall of The Bottle Box is the 2% – 5% increase in cost over regular packaging.

Recycled packaging and compostable disposables like corn cups are one of those things that always sounds good in theory, but can translate into some real costs in practice that affect your bottom line.  The Bottle Box is a good example of this.  The standard reaction by any businessman would be: why spend more for something that does the same job as the thing I’m using now?

Well, that’s one way to look at it.

Another approach is to take the relatively nominal increase in cost and view it as an expense in your marketing budget.  How does that work?  Well, instead of just labeling The Bottle Box with your restaurant’s logo, why not advertise the fact that you’re using recycled packaging?

Studies have consistently shown that consumers place a high value on food service operations that take green initiatives, and are even willing to pay a little more for those restaurant’s products.  Just look at the success of Chipotle in the last five years if you need a good example of this.

However, you don’t need to pass all costs on to your customer, and really you shouldn’t unless you have to.  There are measurable benefits to adding something like recycled packaging to your operation.  The key is making sure your customer knows about the initiatives you are taking.

Some tips on how to make sure you’re communicating properly:

Train servers to work green initiative plugs into their spiels.
There’s no better way to communicate with your customer than through your servers.  Have them remind guests about the green things you’re doing in a gentle, non-pushy way that nonetheless firmly implants your initiative in their head.

Post reminders throughout your restaurant. Do you have a recycling program?  Put up a sign that says “We Recycle” above a blue garbage can, if no one ever uses it.  The same goes for composting programs.  Do you use Energy Star rated equipment?  Put up an Energy Star logo where customers can see it.  Do you use The Bottle Box instead of straight plastic packaging?  Tell your customers right on the bag!

Work your green initiatives into your marketing materials. Whether it’s an ad in the paper, a flyer, or a website, don’t be afraid to announce that you’re taking action to make your restaurant greener.  If you’re particularly proud of your greening accomplishments, you may even want to launch an advertising campaign that specifically touts your efforts.

Don’t be afraid to take baby steps!
You don’t have to implement a comprehensive green program for your restaurant all at once to gain some real appreciation from your customers.  Start with simple stuff like a recycling program and green take out packaging.  Tell your customers about it.  Then take on something more involved like composting or sourcing vegetables locally.  No matter how small or incremental your efforts, your customers will appreciate it, and they can’t appreciate it if you don’t tell them.

Taking steps to improve your restaurant’s green image don’t have to be all about raising your costs either.  Many changes can have the dual benefit of making your restaurant more green and more efficient, which really is a win-win.  No matter how you green your restaurant, just make sure to announce it loud and clear to customers.  They’ll appreciate it.  And they’ll eat in your restaurant more often.

Check out a trove of going green tips here.

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