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Foodservice Green and Sustainability Initiatives - US - September 2011

Some questions answered in this report include:

  • What factors are impacting the need for more green and sustainable efforts from the restaurant industry?
  • What steps are required to get restaurants moving in the right direction?
  • What operators are leading the way currently?
  • What menu trends can lead towards sustainability?
  • What marketing strategies support green and sustainable demand?
  • Are consumers willing to pay more for sustainable items? If so how much more?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Advertising creative
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The reasons for going green
                      • A few small steps can get just about anyone heading in the right direction
                        • A broad range of operators serve as examples of how it can be done
                          • Menu trends lead toward sustainability
                            • Creative, non-traditional marketing the norm
                              • The lure of green has a ways to go
                                • Recycling programs and reusable/compostable packaging define green and sustainable
                                  • Local=fruits and vegetables
                                    • Respondents willing to pay more, but not much more
                                      • Treatment of employees top CSRs, along with local and organic
                                        • Room on menus for more local and organic ingredients
                                          • Environmental concerns are not top-of-mind, but food supply is a concern
                                            • Westerners most captivated by green and sustainable efforts
                                            • Insights and Opportunities

                                              • Success through collaboration
                                                • Use whatever means possible to spread the word
                                                  • Get assistance, get recognized
                                                    • Connect diners to the farms and the farmers
                                                      • The ultimate in local sourcing: your own backyard
                                                      • Inspire Insights

                                                          • Trend: Patriot Games
                                                              • Figure 1: Ranking of corporate social responsibility initiatives, May 2011
                                                            • Trend: Carnivore, Herbivore…Locavore
                                                            • Market Drivers

                                                              • Key points
                                                                • Why the need for green?
                                                                  • Buildings
                                                                    • Water
                                                                      • Energy use
                                                                        • Waste disposal: recycling and composting
                                                                          • Local sourcing
                                                                            • Organics
                                                                              • Sustainable animal proteins
                                                                                • Vegetable-based diet
                                                                                  • Integrity of the food supply
                                                                                    • The impact of the economy on the restaurant industry
                                                                                      • A challenging environment for industry optimism
                                                                                        • Figure 2: NRA performance indices, January 2009–July 2011
                                                                                      • Steadily increasing sales level out
                                                                                        • Figure 3: Adjusted foodservice and drinking places sales, January 2008–July 2011
                                                                                      • Unemployment and underemployment continue to hamper sales growth
                                                                                        • Figure 4: Unemployment and underemployment rates, January 2007–August 2011
                                                                                      • Limited available disposable personal income
                                                                                        • Figure 5: Real personal disposable income, January 2007–June 2011
                                                                                      • Consumer confidence tumbles in the face of a double-dip recession
                                                                                        • Figure 6: Consumer Sentiment Index, March 2007–August 2011
                                                                                      • Young adults and affluents the greenest patrons
                                                                                          • Figure 7: Green attitudes and behaviors, by household income, Dec. 2010
                                                                                      • Restaurant Analysis

                                                                                        • Overview
                                                                                          • The Grey Plume: The Greenest Restaurant in America
                                                                                            • Border Grill: A fine dining mini-chain consistently green
                                                                                              • Ted’s Montana Grill: A mid-size chain leveraging a name and a passion
                                                                                                • Red Feather Lounge and Bittercreek Alehouse: Worms in the basement, beers from close to home
                                                                                                  • Pizza Fusion: “Delivering” sustainability
                                                                                                    • McDonald’s: Strength in numbers
                                                                                                      • Green foodservice goes beyond restaurants
                                                                                                      • Menu Insights Analysis: Spotlight on Ingredients

                                                                                                        • The “fresh” claim: Something for everyone
                                                                                                          • Local: a true buzzword for sustainability
                                                                                                            • Hand-crafted sees the largest increase
                                                                                                              • Grass-fed, antibiotic-free, and vegetarian-fed all trending up
                                                                                                                  • Figure 8: Green ingredient marketing claims on restaurant menus, Q2 2008–Q2 2011
                                                                                                                • Gluten-free and natural are leading nutritional claims
                                                                                                                  • Figure 9: Top 10 ingredient nutritional claims on restaurant menus, Q2 2008–Q2 2011
                                                                                                              • Green and Sustainable Menu Trends: “Green” Meat No Longer Means a Bad Thing

                                                                                                                • Overview
                                                                                                                  • Local meat and seafood moves under the sustainable umbrella
                                                                                                                    • “Flexitarianism”
                                                                                                                      • Nose-to-tail: The ultimate in waste-free feeding
                                                                                                                      • Marketing Strategies

                                                                                                                        • The double edged sword of “greenwashing”
                                                                                                                          • Non-traditional advertising the norm
                                                                                                                            • Getting the attention of the “list-makers”
                                                                                                                              • Television ads connect companies to farms
                                                                                                                                • Figure 10: Domino’s, television ad, 2010
                                                                                                                                • Figure 11: Olive Garden, television ad, 2011
                                                                                                                                • Figure 12: Subway, television ad, 2011
                                                                                                                              • Brand analysis: McDonald’s
                                                                                                                                • Figure 13: Brand analysis of McDonald’s brand, 2011
                                                                                                                              • Online initiatives
                                                                                                                                • TV presence
                                                                                                                                  • Figure 14: McDonald’s, television ad, 2011
                                                                                                                                • Print and other
                                                                                                                                  • Brand analysis: Chipotle
                                                                                                                                    • Figure 15: Brand analysis of Chipotle brand, 2011
                                                                                                                                  • Online initiatives
                                                                                                                                    • Other
                                                                                                                                    • Key Dining Attributes

                                                                                                                                      • Key points
                                                                                                                                        • Green and sustainable efforts not the biggest draw
                                                                                                                                          • Figure 16: Key dining attributes, by gender, May 2011
                                                                                                                                          • Figure 17: Key dining attributes, by age, May 2011
                                                                                                                                          • Figure 18: Key dining attributes, by household income, May 2011
                                                                                                                                      • Green and Sustainable Defined

                                                                                                                                        • Key points
                                                                                                                                          • Recycling and reusable/compostable packaging are key efforts
                                                                                                                                              • Figure 19: Definition of green and sustainable at restaurants, by gender, May 2011
                                                                                                                                              • Figure 20: Definition of green and sustainable at restaurants, by age, May 2011
                                                                                                                                              • Figure 21: Definition of green and sustainable at restaurants, by household income, May 2011
                                                                                                                                          • Importance of Local for Ingredients

                                                                                                                                            • Key points
                                                                                                                                              • Locavores want fruits and veggies
                                                                                                                                                  • Figure 22: Importance of local ingredients, by gender, May 2011
                                                                                                                                                  • Figure 23: Importance of local ingredients, by age, May 2011
                                                                                                                                                  • Figure 24: Importance of local ingredients, by household income, May 2011
                                                                                                                                              • Willingness to Pay for Local and Sustainable

                                                                                                                                                • Key points
                                                                                                                                                  • The majority willing to pay more, but not much more
                                                                                                                                                    • Figure 25: Willingness to pay extra for local and sustainable ingredients, by gender, May 2011
                                                                                                                                                    • Figure 26: Willingness to pay extra for local and sustainable ingredients, by age, May 2011
                                                                                                                                                    • Figure 27: Willingness to pay extra for local and sustainable ingredients, by household income, May 2011
                                                                                                                                                • Key Corporate Social Responsibility Initiatives

                                                                                                                                                  • Key points
                                                                                                                                                    • Employee treatment, local and organic most important
                                                                                                                                                      • Figure 28: Ranking of corporate social responsibility initiatives, by gender, may 2011
                                                                                                                                                      • Figure 29: Ranking of corporate social responsibility initiatives, by age, may 2011
                                                                                                                                                      • Figure 30: Ranking of corporate social responsibility initiatives, by household income, may 2011
                                                                                                                                                  • Attitudes Toward Ingredients

                                                                                                                                                    • Key points
                                                                                                                                                      • Local ingredients and organics rise to the top
                                                                                                                                                        • Figure 31: Attitudes toward ingredients, by gender, May 2011
                                                                                                                                                        • Figure 32: Attitudes toward ingredients, by age, May 2011
                                                                                                                                                        • Figure 33: Attitudes toward ingredients, by household income, May 2011
                                                                                                                                                    • Attitudes Toward Environmental Issues

                                                                                                                                                      • Key points
                                                                                                                                                        • Environmental concerns don’t dominate, but food supply is a concern
                                                                                                                                                            • Figure 34: Attitudes toward environmental issues, by gender, May 2011
                                                                                                                                                            • Figure 35: Attitudes toward environmental issues, by age, May 2011
                                                                                                                                                            • Figure 36: Attitudes toward environmental issues, by household income, May 2011
                                                                                                                                                        • Regional Analysis—Western States the Greenest

                                                                                                                                                          • Key points
                                                                                                                                                            • Westerners most captivated by green and sustainable efforts
                                                                                                                                                              • Figure 37: Key dining attributes, by region, May 2011
                                                                                                                                                              • Figure 38: Importance of local ingredients, by region, May 2011
                                                                                                                                                              • Figure 39: Ranking of corporate social responsibility initiatives, by region, may 2011
                                                                                                                                                          • Cluster Analysis

                                                                                                                                                              • Organically Generous
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Reusable Veggies
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Local Misers
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                        • Figure 40: Green foodservice clusters, June 2011
                                                                                                                                                                                        • Figure 41: Important restaurant attributes, by green foodservice clusters, June 2011
                                                                                                                                                                                        • Figure 42: Definition of “green” and sustainable practices, by green foodservice clusters, June 2011
                                                                                                                                                                                        • Figure 43: Importance of “local” ingredients by type of food, by green foodservice clusters, June 2011
                                                                                                                                                                                        • Figure 44: Amount willing to pay for local and sustainable ingredients, by green foodservice clusters, June 2011
                                                                                                                                                                                        • Figure 45: Attitudes toward local and organic ingredients and sustainability, by green foodservice clusters, June 2011
                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                        • Figure 46: Green foodservice clusters, by gender, June 2011
                                                                                                                                                                                        • Figure 47: Green foodservice clusters, by age, June 2011
                                                                                                                                                                                        • Figure 48: Green foodservice clusters, by household income, June 2011
                                                                                                                                                                                        • Figure 49: Green foodservice clusters, by race, June 2011
                                                                                                                                                                                        • Figure 50: Green foodservice clusters, by Hispanic origin, June 2011
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Bureau of Economic Analysis
                                                                                                                                                                                        • Burger King Corporation
                                                                                                                                                                                        • Darden Restaurants Inc.
                                                                                                                                                                                        • Domino's Pizza LLB
                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                        • Food Distributors International
                                                                                                                                                                                        • Forest Stewardship Council
                                                                                                                                                                                        • International Food Service Executives Association (IFSEA)
                                                                                                                                                                                        • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                        • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                        • International Franchise Association (IFA)
                                                                                                                                                                                        • International Hotel and Restaurants Association (IH&RA)
                                                                                                                                                                                        • McDonald's U.S.A.
                                                                                                                                                                                        • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                        • National Retail Federation (NRF)
                                                                                                                                                                                        • Nestlé Waters North America Inc.
                                                                                                                                                                                        • Organic Trade Association
                                                                                                                                                                                        • Pret A Manger
                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                        • U.S. Green Building Council (USGBC)
                                                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                                                        Foodservice Green and Sustainability Initiatives - US - September 2011

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