For consumers and operators alike, social responsibility and sustainability include a number of different elements, from humane treatment of animals to conservation to local community involvement. Among consumers, 63% say they are more likely to visit a foodservice operation they view as socially conscious.

Across all foodservice segments, operators expressed strong commitment to these initiatives for a variety of reasons, including positive impact on the environment, improved reputation and better food and beverage quality. Over half of foodservice operators (53%) say that having an actionable social-responsibility strategy will be necessary to remain competitive in the next two years.

In many cases, consumers are rewarding companies they perceive to be good environmental stewards and corporate citizens.

By far, the biggest obstacle among operators is the higher costs associated with many initiatives. But companies that respond proactively and creatively to these critical consumer demands will reap significant reputational benefits, enhanced profit opportunities and greater shareholder value; those that fail do so will put themselves at unnecessarily high risk and will undermine their market position.

“Incorporating sustainability and social responsibility elements into a foodservice operator’s business is no longer a ‘nice to have,’” says Wade Hanson, Technomic principal and director of the study. “Consumers now expect that the foodservice venues they visit exhibit social consciousness and sustainability points, just like consumers are making the effort to do in their own lives. We also see evidence that consumers are rewarding operations that meet their requirements in this increasingly critical area.”