Do Your Guests Care About Sustainability?

Posted on July 12, 2017 by Michelle Locke

It’s easy to think that your guests just don’t care about what your restaurant does to be sustainable.

Realistically, a portion of your guests don’t care.

But, also realistically, another portion of your guests do care. They do their research and they know what they want to see. And according to a J.D. Power and Associates study in 2009, their satisfaction increases when they know they’re supporting a sustainable restaurants or business.

Let’s break it down.

What do guests really think?



Let’s talk about that study from J.D. Power and Associates. It really focused on the hospitality industry as a whole, which obviously includes hotels (that have entirely different sustainability focuses). However, this study is still important to restaurants to pay attention to; they surveyed 66,000 guests to hotels and restaurants. Of those 66,000 guests surveyed, over 85% of them were not only aware of a hotel or restaurant’s green efforts, they had significantly higher guest satisfaction if those hotels or restaurants were making steps towards sustainability.

What does that mean for restaurants? Two things:

  • Your guests do care about, and notice, sustainability efforts,
  • And they are more satisfied when they can directly see positive steps.

Moving forward, what should you do?

The most important question: now that you know, what do you do?


For now, just know that taking steps towards recycling and food donation in your area are important; you can get community involvement with these efforts and talk about them on social media. Next week, we’ll be publishing a blog post with steps to take to be more sustainable, so stay tuned.