Survey Shows Diners Willing to Pay More for Sustainable Meals

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21st August 2013 11:52 - Food

A recent survey by the Sustainable Restaurant Association (SRA) found that more than half of respondents would be willing to pay more for their meal if they knew that the restaurant was investing in reducing its environmental impact. In addition, over two fifths (43%) would pay up to ten percent extra.

The survey questioned respondents on what they considered to be the top three sustainability priorities for restaurants. Over half (53%) – identified the problem of food waste, an issue that ranked second from bottom in the same, 2009 survey.

However, only a tenth (6%) of respondents said restaurants in which they ate communicated what they were doing about food waste.

In a separate SRA survey of seventeen restaurants, just less than a quarter thought food waste was of concern to the customer.

Mark Linehan, Managing Director of the SRA, said:

"The restaurants that respond to the wide-ranging demands of increasingly savvy diners and communicate what they are doing effectively, are the ones that will prosper…Restaurants will ignore these findings at their peril as, traditionally, British diners tend to vote with their feet, rather than ask difficult questions or complain."

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