How Can You Appeal to Millennials with an Eco-Restaurant?

Natural Moreish R&D Team Member

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When it comes to sustainability and eco-awareness, millennials are increasingly becoming careful in their decision making and eating habits! With their passion for plant-based meals, climate change concerns, and their sincere interest in creating plastic-free oceans, millennials are all about sustainability. Millennials are now the fastest-growing dining demographic. Defined by Retail Leader as those between 18 and 34 years old, this fast-moving and social generation eats out more than four meals per week. They hold $1.3 trillion in spending power, which makes them an essential driver of the success or defeat of restaurants in all segments. It’s clear that without sufficient marketing to millennials, eateries will end up missing their slice of that huge pie.

There are many ways to make your restaurant more appealing to eco-conscious millennials, but you need to keep things clear and authentic if you desire to win over their support. Sticking “Eco-friendly,” “Organic,” or “Green” labels on your menu is not enough – don’t be surprised if your consumers want you to back those claims up with real evidence.

In this article, we’re going to highlight critical ways for you to make your foodservice market more sustainable and assist eco-friendly options. You may find our other articles on A Complete Guide on Weight Loss Diets that Allow NutsThe Role of Nuts in a Vegan Diet, Are Figs Keto-friendly?, How to Make Dried Figs at Home.


Sustainable Ingredients

A sustainable ingredient is manufactured and transported in a way that restricts its contribution to global warming, which threatens our beloved planet. Furthermore, this ingredient should also protect biodiversity and ecosystems, which indicates that it respects natural resources and the living world. The shift in customer preference towards sustainable ingredients is most strongly factored in the purchasing decisions of millennials, with 75% reportedly changing their purchasing habits for becoming more eco-friendly.

There’s a real passion amongst this age group for consuming fresh, organic, healthy foods, and you’ll be hard-pressed to find a contemporary city without a popular restaurant or retailer that caters to these needs. Veganism and the business for plant-based foods isn’t a trend that shows any signs of dispersing. This is mainly because it’s not only a trend; it originates from a genuine concern about the adverse impact of carbon emanations from livestock farming.

Include seasonal dishes

You can include seasonal dishes on your menu and build a strong relationship with local farmers and suppliers because your customers consider these factors while choosing a dining experience.

“Seasonal produce” has become a trending term that many restaurants have included to attract individual diners. However, working with seasonal ingredients has a lot of benefits for the business, from attracting patrons interested in making sustainable choices, to reducing your restaurant’s costs and minimizing the impacts on the environment. Embracing seasonal products in your menu could have a genuinely transformative effect on the business.

Protect the Environment by Minimizing the Waste

Clean menu restaurants that can show a robust dedication to decreasing food waste get a favorable vote of assurance from younger customers. Reportedly, 72% of US diners are affected by how restaurants manage this problem.

It’s hard to miss the variety of reusable coffee cups which are now prominently on performance in almost every major coffee chain. More recently, plastic straws have been booted out favor in exchange for recyclable paper ones.

Ideas on how to decrease waste in your restaurant:

  1. Keep control of your stock – Understanding what you have to hand at all times reduces the chance of making repeat purchases and not using your current ingredients. Make sure your shelves are arranged, and your stock accounted for.
  2. Store your perishables correctly – Make sure that each ingredient in your kitchen is stored in a way that prolongs its life as much as possible.
  3. Educate staff – Kitchens can get very busy, very quickly, often encouraging employees to act negligibly to keep up with the pace. Ensure that you have an efficient system in place which supports waste management and that all employees know the necessary procedure.
  4. Track the success of your dishes – Some items on your menu may not be getting the orders you expected. If you can’t revitalize the recipe to encourage more interest, it’s time to remove it from the menu instead of keeping ingredients for a meal that you’re not producing in worthwhile quantities.
  5. Incentivize customers to pitch in – If you run a takeaway kind of establishment, invite customers to bring their coffee mugs or even Tupperware. You can reward this behavior with loyalty points and vouchers.
  6. Recycle and compost – Make sure that all recyclables in your business are sorted and taken to your local recycling center. Where possible, compost suitable leftovers.

Sharing with your audience how your restaurant works towards reducing waste is a great way to gain their support. Particularly because this target audience will be completely unphased by gimmicky labels that shout about how green you are – they want real confirmation. Leverage your social media channels, roll up your sleeves, and start showing a genuine interest in sustainability.

Go Local!

Many millennials are also growing conscious of food sourcing and question the quality of the product that is used in restaurants. That’s why there’s such a significant need for more wholesome organic foods and local produce. Don’t be afraid to invest in local harvesters and quality ingredients. Yes, this might up your prices, but it also sets you apart from your competitors. Plus, you’re investing back into the welfare of your community and country.

Use your eco-friendly ingredients as a narrative to strengthen your brand. Add descriptions on your menu explaining what they are ordering. The millennial generation is happy to pay a couple more bucks to eat a handmade pizza with buffalo cheese coming from a local farm.

The growing consumption of plant-based foods cannot be ignored. Many millennials have already switched to being vegetarian or completely vegan fuelled by concerns over health and also animal welfare. For restaurants, the sourcing of quality meat is essential. Start catering to your customers. Vegetarian cravings are being inventive and pushing past the boundaries of a standard salad.[1]


Millennials are all about self-expression, a sense of community, the well-being of animals, and living a healthy life. In the end, they want to know the world is still there when their kids are adults. That’s why it pays off to make your restaurant sustainable and tailored to millennials. Create serving sizes that are just enough, offer discounts when customers bring a reusable cup for their morning cup of drink and let people tailor their meals, so they leave behind spotless plates.



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