A third willing to pay more for sustainable options at pubs

14-Jun-2023 - Last updated on 14-Jun-2023 at 10:37 GMT

Great plates: the report suggests pubs that focus on food sustainability can be a winner with customers

More than a third (34%) of Brits are happy to spend more money on sustainable options when eating at pubs, bars and restaurants.

The research also showed Gen Z and Millennials are most inclined to splash out on greener choices (47%), according to the Sustainability Matters: What consumers want and how brands can win report from foodservice tech provider Nutritics and hospitality data and insights consultancy CGA by NiQ.

The report, which surveyed 5,000 UK hospitality consumers, also found almost three quarters (70%) of consumers are now actively trying to live a more sustainable lifestyle; a third (34%) of UK pub and restaurant goers don’t think brands are doing enough to communicate their carbon footprint; and more than two thirds (70%) are actively try to lead an environmentally friendly lifestyle.

Focused minds

Nutritics CEO 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.

“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.

“The operators 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.”

Other findings include almost half (44%) say sustainability is important in their choice of venue to visit; two in five (41%) of consumers say information about carbon footprints on menus would influence their order; those in the 18 to 34 age group are almost twice as likely to pay more for sustainability than those aged 55 and above; and a quarter (23%) of consumers say sustainability is unimportant in their choice of venues.

JD Wetherspoon stats

Meanwhile, customers of JD Wetherspoon (35%) were the least likely to consider sustainability when choosing where to eat or drink. However, customers at the managed pubco over-indexed on engagement with recyclable materials and locally sourced products.

Karl Chessell, director, hospitality operators and food, EMEA at CGA by NiQ, added: “Despite the fallout from the pandemic and cost-of-living pressures, the message is clear – consumers still care about sustainability and want to be equipped to be able to make informed choices.

“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. Good sustainability practice isn’t just the ethical thing to do, it’s commercially valuable too.”