Restaurateurs adopting sustainability efforts in response to consumer demand

Green marketing is an increasingly important aspect of business promotion and advertising, as consumers continue to demand sustainable or environmentally sound practices from their choice brands.

Green marketing is an increasingly important aspect of business promotion and advertising, as consumers continue to demand sustainable or environmentally sound practices from their choice brands.

Now, it appears that the restaurant industry is picking up the trend, as a survey conducted by the National Restaurant Association found a majority of the nation's restaurateurs have adopted recycling programs as part of their sustainability efforts.

According to the report, 65 percent of restaurateurs have a recycling program in place, and 13 percent are involved in composting programs. Nearly three out of four (72 percent) restaurant operators use products made from recycled material, and perhaps more interestingly, 60 percent of consumers claimed they prefer to attend restaurants that recycle.

"Sustainability is more than a fad, it's the new way of doing business in the restaurant industry," said Hudson Riehle, senior vice president of the Research and Knowledge Group at the National Restaurant Association. "Our research found that a majority of consumers prefer to patronize restaurants with recycling programs, and restaurants are following suit to ensure they meet their customers' expectations."