Guest Communication
Effective guest communication helps diners understand and act on environmental information, driving behavior change and supporting your sustainability goals. This guide covers everything from menu displays to marketing campaigns.
Why Guest Communication Matters
Research shows that clear environmental communication can:
- Increase climate-friendly dish selection by 15-25% when scores are prominently displayed
- Build brand loyalty through transparency and sustainability leadership
- Support behavior change by making the sustainable choice the easy choice
- Differentiate your venue in an increasingly sustainability-conscious market
Key Insight
The most effective communication is simple, positive, and actionable. Guests respond better to "Choose this climate-friendly option" than to complex carbon footprint numbers.
Behavioral Science Foundation
Eaternity's guest communication strategies are grounded in peer-reviewed behavioral science research from leading institutions.
The Sustainable Restaurant Model
A comprehensive approach to shifting guest behavior involves six integrated levers:
| Lever | Description | Key Tactics |
|---|---|---|
| Competence | Building knowledge and skills | Staff training, guest education, QR codes |
| Nudges | Choice architecture | Positioning, visual attention, naming |
| Feedback | Progress tracking | Scores, comparisons, gratitude messages |
| Incentives | Rewards and recognition | Discounts, loyalty points, prizes |
| Gamification | Challenges and engagement | Stamp cards, challenges, leaderboards |
| Sustainable Offering | Menu development | Recipe optimization, seasonal ingredients |
Evidence-Based Interventions
Research shows these interventions effectively shift food choices:
| Intervention | Effect Size | Source |
|---|---|---|
| Menu positioning | +20-40% selection for prominent items | Pandey et al. 2023 |
| Traffic light labels | -23% unhealthy choices over 2 years | Thorndike et al. 2014 |
| Indulgent descriptions | +25-41% vegetable selection | Turnwald et al. 2017 |
| Default options | +50% vegetarian selection | Campbell-Arvai et al. 2014 |
| Carbon footprint labels | -12% meal carbon footprint | PNAS Nexus 2024 |
| Social norms messaging | Reduces boomerang effect | Schultz et al. 2007 |
Four Golden Rules
Effective interventions must be ethically designed. Follow these principles:
| Principle | Meaning | Example |
|---|---|---|
| Transparency | Guests can see how choices are presented | Rating explanation cards available |
| Voluntariness | No options are removed; guests choose freely | All dishes remain on menu |
| Reversibility | Easy to select any menu item | No pressure, no barriers |
| Value alignment | Supports guests' stated sustainability goals | Only highlight for interested guests |
Key Insight
The most effective interventions don't restrict choice — they make the sustainable choice the easy choice and the appealing choice.
Menu Communication
Rating Display Options
Option 1: A-E Letter Rating
The simplest and most effective method for quick recognition.
┌─────────────────────────────────────┐
│ 🥗 Garden Salad €8.50 │
│ Climate Score: A ● │
│ │
│ 🍔 Classic Burger €14.90 │
│ Climate Score: C ● │
│ │
│ 🥩 Ribeye Steak €28.00 │
│ Climate Score: D ● │
└─────────────────────────────────────┘
Color coding:
- A (Dark Green): Excellent - Top 20% of dishes
- B (Light Green): Good - Better than average
- C (Yellow): Average - Room for improvement
- D (Orange): Below average
- E (Red): High impact - Consider alternatives
Option 2: Icon System
Use simple icons for visual communication:
| Icon | Meaning | When to Use |
|---|---|---|
| 🌿 | Climate-friendly | A or B rated dishes |
| ⭐ | Eaternity Award | 5/5 category scores |
| 💧 | Water-smart | Low water footprint |
| 🌳 | Rainforest-safe | No deforestation impact |
| 🐄 | Animal welfare | High welfare standards |
Option 3: Eaternity Award Badge
For dishes achieving excellence across all categories:
┌─────────────────────────────────────┐
│ │
│ ⭐ EATERNITY AWARD ⭐ │
│ │
│ This dish achieves top scores │
│ in all 5 environmental and │
│ health categories. │
│ │
└─────────────────────────────────────┘
Award criteria:
- Climate Score: A or B
- Water Footprint: A or B
- Rainforest Impact: A or B
- Animal Welfare: A or B
- Vita Health Score: A or B
Menu Layout Best Practices
Positioning
- Place climate-friendly options at the top of each section (primacy effect)
- Use visual highlighting (boxes, different backgrounds) for award-winning dishes
- Consider a dedicated "Climate-Friendly" section for easy browsing
Typography
- Use consistent icon placement (always left or right of dish name)
- Keep rating text small but readable (8-10pt)
- Use color sparingly to maintain menu aesthetics
Print vs Digital Menus
| Aspect | Print Menu | Digital Menu |
|---|---|---|
| Rating display | Icons + letter | Full interactive scores |
| Detail level | Minimal | Expandable details |
| Updates | Reprint required | Real-time updates |
| QR codes | Add for details | Built-in links |
| Cost | Ongoing printing | One-time setup |
Nudge Strategies
Positioning & Visibility
Research from Pandey et al. 2023 meta-analysis shows placement has the largest effect size (d=0.39) of all nudge types.
Position Climate-Friendly Options First
| Strategy | Result | Source |
|---|---|---|
| Items at top of list | +20-40% selection | Multiple studies |
| Plant-based first on menu | Meat selection dropped 46% → 21% | Gravert & Kurz 2019 |
| Low-carbon first in delivery apps | -12% meal carbon footprint | PNAS Nexus 2024 |
Visual Attention Strategies
- Highlighting: Box or color-code A-rated dishes
- Images: Climate-friendly dishes get prominent photos
- Spacing: Give A-rated dishes more visual room
- Eye-level placement: In buffets, place sustainable options at eye level
Buffet Arrangement Example
┌─────────────────────────────────────────┐
│ BUFFET LAYOUT │
├─────────────────────────────────────────┤
│ START → Salads & Vegetables (A-rated) │
│ ↓ │
│ Plant proteins (A/B-rated) │
│ ↓ │
│ Grains & sides │
│ ↓ │
│ Meat options (C-E rated) │
│ ↓ │
│ END → Desserts │
└─────────────────────────────────────────┘
Naming & Language Strategies
Research from Stanford University shows that taste-focused naming dramatically outperforms health-focused or neutral naming.
What Works (Turnwald et al. 2017, 2019)
| Approach | Example | Effect |
|---|---|---|
| Taste-focused | "Twisted citrus glazed carrots" | +25-41% selection |
| Indulgent | "Rich butter-roasted seasonal vegetables" | +29% vs neutral |
| Sensory | "Sizzling herb-crusted tofu" | Highlights experience |
| Preparation method | "Slow-roasted", "Chargrilled", "Caramelized" | Signals quality |
What Doesn't Work
| Approach | Example | Problem |
|---|---|---|
| Health-focused | "Low-calorie vitamin-rich salad" | -35% selection |
| Restrictive | "Sugar-free, guilt-free option" | Signals deprivation |
| Vague positive | "Absolutely awesome vegetables" | No concrete appeal |
| Carbon-focused | "Low-CO₂ climate saver" | Triggers reactance |
Key Insight
Describe the experience (sizzling, twisted, rich) not the health benefits or environmental virtue.
→ Source: Turnwald et al. 2019, Psychological Science
Default Options (Advanced)
For catering, pre-orders, or set menus:
| Strategy | Result | Source |
|---|---|---|
| Vegetarian default with meat menu available nearby | +50% vegetarian selection | Campbell-Arvai et al. 2014 |
| Plant-based default at conferences | 2% → 87% vegetarian choice | Vegetarian default RCTs |
| Portion size defaults | Smaller default = less consumption | Multiple studies |
When to Use Defaults
Default nudges work best when:
- Guests have explicitly stated sustainability as a value
- Switching to alternatives is clearly easy
- The default option is genuinely appealing
- Context is appropriate (conferences, catering)
QR Code Implementation
QR codes bridge physical menus to detailed digital information, perfect for guests who want to learn more.
QR Code Strategy
Where to Place QR Codes
- On the menu - Next to each dish or in a "Learn More" section
- Table tents - Dedicated sustainability information card
- Counter displays - For quick-service venues
- Receipts - Post-meal engagement opportunity
- Signage - At venue entrance or ordering area
QR Code Landing Page Content
Create a mobile-optimized landing page that includes:
# [Dish Name] Environmental Profile
## Overall Score: A 🌿
### Impact Breakdown
| Category | Score | Details |
|----------|-------|---------|
| Climate | A | 1.2 kg CO₂e per serving |
| Water | B | 45L water footprint |
| Rainforest | A | No deforestation link |
| Animal Welfare | A | Free-range certified |
| Vita Health | B | Good nutritional balance |
### What Makes This Dish Climate-Friendly?
- Locally sourced vegetables (reduced transport)
- Seasonal ingredients (no heated greenhouses)
- Plant-forward recipe (lower emissions)
### Want to Learn More?
[Link to detailed methodology]
QR Code Best Practices
Common Mistakes
- QR codes that are too small to scan (minimum 2cm x 2cm)
- Landing pages not optimized for mobile
- Broken links or outdated information
- No clear call-to-action on landing page
Technical requirements:
- Minimum size: 2cm x 2cm (0.8in x 0.8in)
- High contrast (dark code on light background)
- Error correction level: H (30% damage tolerance)
- Test with multiple phone models before printing
In-Venue Signage
Counter Cards
Purpose: Explain the rating system to first-time guests
Example content:
┌─────────────────────────────────────────┐
│ │
│ 🌿 UNDERSTANDING OUR │
│ CLIMATE SCORES │
│ │
│ We rate every dish from A to E │
│ based on environmental impact. │
│ │
│ A = Excellent (lowest impact) │
│ B = Good │
│ C = Average │
│ D = Below average │
│ E = High impact │
│ │
│ Look for 🌿 to find our most │
│ climate-friendly options! │
│ │
│ Scan to learn more: [QR] │
│ │
└─────────────────────────────────────────┘
Digital Display Content
Rotate through these content types on digital screens:
-
Environmental Facts (15 seconds each)
- "Our menu averages 2.1 kg CO₂e per dish - 30% below industry average"
- "This month we saved 450 kg CO₂e compared to last year"
- "85% of our vegetables are locally sourced"
-
Featured Dish Spotlight (20 seconds)
- Highlight an A-rated dish with beautiful imagery
- Show the score breakdown
- Include chef quote about sustainability
-
Progress Updates (15 seconds)
- Monthly or quarterly improvement stats
- Comparison to baseline
- Goals and achievements
Table Tents
Front side: Visual appeal + key message
┌─────────────────────────────┐
│ │
│ [Beautiful food image] │
│ │
│ "Our kitchen achieved │
│ the Eaternity Award │
│ this month!" │
│ │
│ 🌿 ⭐ 💧 🌳 🐄 │
│ │
└─────────────────────────────┘
Back side: Explanation + QR code
┌─────────────────────────────┐
│ │
│ What is the │
│ Eaternity Award? │
│ │
│ It means we achieved │
│ top scores in: │
│ • Climate impact │
│ • Water usage │
│ • Rainforest protection │
│ • Animal welfare │
│ • Nutritional health │
│ │
│ Scan for details: [QR] │
│ │
└─────────────────────────────┘
Feedback Mechanisms
Feedback helps guests understand the impact of their choices and reinforces positive behavior.
Types of Feedback
Real-Time Feedback
| Type | Implementation | Effect |
|---|---|---|
| Score display | A-E rating next to each dish | Immediate decision support |
| CO₂ counter | Running total at checkout | Contextualizes impact |
| Comparison | "30% lower than average meal" | Provides reference point |
Aggregated Feedback
| Type | Implementation | Effect |
|---|---|---|
| Monthly reports | Email/display with guest totals | Long-term awareness |
| Restaurant progress | "Together we saved 2 tonnes this month" | Social proof |
| Personal impact | "Your choices this year: 45 kg CO₂ saved" | Individual recognition |
Social Norms Feedback
Research by Schultz et al. 2007 shows combining descriptive norms (what others do) with injunctive norms (approval) prevents boomerang effects.
Effective Social Proof
| Strategy | Example | Why It Works |
|---|---|---|
| Descriptive + approval | "Most guests choose A-rated dishes — thank you!" | Combines norm with approval |
| Progress sharing | "Last month: 45% of orders were A or B rated" | Shows collective impact |
| Peer endorsement | "Staff favorite: Thai Coconut Curry (A-rated)" | Authority + social proof |
| Popular choice | "Most ordered today: Garden Bowl" | Reduces choice anxiety |
Avoid Boomerang Effects
Without approval signals, guests who are already doing well may reduce effort:
- ❌ "The average guest orders 2.3 kg CO₂" (guest ordering 1.8 kg may order more)
- ✅ "The average guest orders 2.3 kg CO₂ — you're doing great at 1.8 kg!"
Gratitude & Recognition
Express appreciation for sustainable choices:
- Receipt messages: "Thank you for choosing climate-friendly today!"
- Table tent: "Your meal today: 60% lower impact than average"
- Digital display: "Today's guests saved 120 kg CO₂ together"
Long-Term Feedback Effects
Massachusetts General Hospital studies (Thorndike et al.) show:
- Traffic light labeling effects persist over 24+ months
- No evidence of "label fatigue"
- Consistent feedback maintains behavior change
Campaign Frameworks
Campaign 1: Climate-Friendly Week
Duration: 5-7 days Goal: Increase selection of A-rated dishes by 20%
Timeline:
| Day | Activity |
|---|---|
| Pre-launch | Staff training, social media teaser |
| Day 1 | Launch announcement, special menu highlights |
| Day 2-3 | Daily social posts featuring dishes |
| Day 4 | Mid-week progress update |
| Day 5-6 | Customer testimonials, chef interviews |
| Day 7 | Results celebration, future commitment |
Promotional elements:
- Special pricing on A-rated dishes (optional)
- Staff recommendations program
- Social media hashtag (#ClimateFriendlyWeek)
- Customer pledge cards
- Prize draw for participants
Messaging examples:
- "This week, every climate-friendly choice counts!"
- "Join us in choosing dishes that are good for you AND the planet"
- "Our chefs created 5 new A-rated dishes just for this week"
Campaign 2: Seasonal Spotlight
Duration: Ongoing (quarterly refresh) Goal: Highlight seasonal, local ingredients
Spring example:
┌─────────────────────────────────────────┐
│ │
│ 🌸 SPRING HARVEST MENU 🌸 │
│ │
│ Featuring local asparagus, ramps, │
│ and spring greens from farms │
│ within 50km of our kitchen. │
│ │
│ Why seasonal? │
│ • 40% lower carbon footprint │
│ • Peak freshness and flavor │
│ • Supports local farmers │
│ │
│ [Featured dish images with scores] │
│ │
└─────────────────────────────────────────┘
Campaign 3: Monthly Progress Report
Duration: Ongoing (monthly) Goal: Build trust through transparency
Content framework:
# [Month] Sustainability Report
## Our Impact This Month
### By the Numbers
- Dishes served: 12,450
- Average climate score: B+ (improved from B)
- CO₂e saved vs. baseline: 1,250 kg
- Water saved: 45,000 liters
### Highlights
- Introduced 3 new A-rated dishes
- Reduced beef dishes by 15%
- 100% of fish now MSC certified
### Coming Next Month
- New plant-based burger option
- Local brewery partnership
- Staff sustainability training
Thank you for dining with us! 🌿
Campaign 4: Gamification Challenges
Duration: Ongoing with monthly cycles Goal: Encourage repeat climate-friendly choices through game mechanics
Core Gamification Elements
| Element | Implementation | Example |
|---|---|---|
| Points | Earn points for A/B choices | 10 pts per A-rated dish |
| Levels | Progress through tiers | Seedling → Sapling → Tree → Forest |
| Badges | Achievement unlocks | "Week of Green" badge |
| Leaderboards | Competitive display | Top 10 weekly champions |
| Challenges | Time-limited goals | "5 A-dishes this week" |
Climate Champion Card
Mechanics:
- Guests receive a "Climate Champion Card" (physical or digital)
- Each A or B rated dish = 1 stamp
- Progress visible on card
Stamp Card Progression:
| Stamps | Reward |
|---|---|
| 5 | Free fruit or small dessert |
| 10 | Free A-rated main dish |
| 20 | 30% off entire order |
| 50 | VIP Climate Champion status |
Dice Games
For a fun, instant-gratification element:
┌──────────────────────────────────┐
│ CLIMATE DICE │
├──────────────────────────────────┤
│ Order A-rated dish → Roll dice │
│ │
│ ⚀ = 10% off next meal │
│ ⚁ = Free coffee │
│ ⚂ = 5 bonus points │
│ ⚃ = Free dessert │
│ ⚄ = Enter jackpot draw │
│ ⚅ = Choose any prize! │
└──────────────────────────────────┘
Lucky Tickets & Jackpots
| Ticket Type | Trigger | Prize |
|---|---|---|
| Bronze | Every A-rated purchase | Small prize pool entry |
| Silver | 5 A-rated in a week | Medium prize draw |
| Gold | 20 A-rated in a month | Grand jackpot entry |
Team Challenges (Corporate)
For workplace cafeterias:
| Challenge Type | Example | Duration |
|---|---|---|
| Department competition | Lowest average CO₂/meal wins | 1 month |
| Collective goal | "Together reach 1000 A-dishes" | 1 week |
| Progressive target | Beat last month by 10% | Ongoing |
Winner Recognition
- Weekly display: Photo (with permission) of top climate champion
- Celebration events: Monthly "Climate Champion Lunch"
- Public recognition: Social media features with guest consent
Gamification Pitfalls
- Overcomplication: Keep rules simple and transparent
- Exclusivity: Ensure everyone can participate meaningfully
- Only extrinsic: Build toward intrinsic motivation over time
- Surveillance feeling: Opt-in only, respect privacy
Incentive Mechanisms
Incentives can accelerate behavior change when designed thoughtfully.
Types of Incentives
Financial Incentives
| Type | Example | Consideration |
|---|---|---|
| Price discount | A-rated dishes 10% off | May attract price-sensitive guests |
| Bundle pricing | Climate-friendly combo deal | Increases perceived value |
| Loyalty points | 2x points for A-rated dishes | Integrates with existing programs |
| Happy hour | Climate-friendly dishes discounted 3-5pm | Shifts demand to sustainable |
Non-Financial Incentives
| Type | Example | Consideration |
|---|---|---|
| Recognition | "Climate Champion of the Week" | Public acknowledgment |
| Exclusive access | Early access to new sustainable dishes | Builds community |
| Experience rewards | Kitchen tour for top champions | Memorable and shareable |
| Charitable donation | "€1 to climate project for each A dish" | Values alignment |
Incentive Design Principles
Best Practices
- Start small — Small rewards can be as effective as large ones
- Immediate is better — Same-day rewards beat end-of-month rewards
- Make it visible — Recognition motivates others too
- Sunset incentives — Transition from external to intrinsic motivation
- Combine with feedback — "You saved 3 kg CO₂ AND earned 50 points"
Incentive Risks
| Risk | Mitigation |
|---|---|
| Crowds out intrinsic motivation | Phase out financial incentives over time |
| Only attracts price-sensitive guests | Combine with non-financial recognition |
| Gaming behavior | Reward genuine choices, not just counts |
| Unsustainable costs | Calculate ROI; non-financial often better |
Customer Journey Touchpoints
Maximize impact by communicating at every stage of the guest experience.
Pre-Visit
| Touchpoint | Message | Goal |
|---|---|---|
| Website menu | Highlight A-rated dishes, show scores | Set expectations |
| Reservation email | "Ask about our climate-friendly specials" | Prime interest |
| Social media | Feature sustainable dishes with stories | Build awareness |
| Advertising | Lead with taste, mention sustainability | Attract aligned guests |
During Visit
| Touchpoint | Message | Goal |
|---|---|---|
| Entrance signage | "We rate every dish for climate impact" | Announce commitment |
| Menu | Scores, icons, positioning | Guide selection |
| Staff recommendations | "Our chef's sustainable pick today..." | Personal touch |
| Table tents | Award badges, QR for more info | Reinforce message |
| Digital displays | Rotating facts, featured dishes | Ambient messaging |
| Point of sale | Score summary, total impact | Feedback moment |
Post-Visit
| Touchpoint | Message | Goal |
|---|---|---|
| Receipt | "Your meal: B+ climate score. Thank you!" | Immediate feedback |
| Email follow-up | Monthly impact summary | Maintain engagement |
| Loyalty app | Progress tracking, badges earned | Gamification |
| Social sharing | "I earned my Climate Champion badge!" | Word of mouth |
| Review request | Highlight sustainability in reviews | Build reputation |
Brand Guidelines
Eaternity Award Usage
When You Can Use the Award
- ✅ Your kitchen achieved 5/5 category scores for the month
- ✅ Specific dishes that meet all five criteria
- ✅ Marketing materials while award is valid
- ✅ Website, social media, and printed materials
When You Cannot Use the Award
- ❌ Award has expired (not renewed monthly)
- ❌ Only some categories achieved (must be all 5)
- ❌ Modified or altered award graphics
- ❌ Claims about future performance
Award Graphics
Approved formats:
- Full color badge (preferred)
- Single color (black or white) for limited printing
- Minimum size: 1.5cm height
- Clear space: Equal to height of "E" in Eaternity around all sides
Download locations:
- Gastro Dashboard > Marketing > Award Assets
- Available in: PNG, SVG, PDF formats
- Multiple sizes: Small (social), Medium (print), Large (signage)
Logo and Branding
Co-Branding Guidelines
Approved:
"Environmental scores powered by Eaternity"
"Sustainability data by Eaternity"
"[Your Brand] × Eaternity"
Not approved:
"Certified by Eaternity" (unless specifically certified)
"Eaternity Approved" (use only official terms)
Modified Eaternity logos
Color Usage
When referencing Eaternity scores, use these official colors:
| Rating | Hex Code | RGB |
|---|---|---|
| A (Excellent) | #22c55e | 34, 197, 94 |
| B (Good) | #84cc16 | 132, 204, 22 |
| C (Average) | #eab308 | 234, 179, 8 |
| D (Below Avg) | #f97316 | 249, 115, 22 |
| E (High Impact) | #ef4444 | 239, 68, 68 |
Messaging Guidelines
Approved Language
✅ Do say:
- "Climate-friendly choice"
- "Lower environmental impact"
- "Sustainable option"
- "Better for the planet"
- "Environmentally conscious"
❌ Don't say:
- "Carbon neutral" (unless verified)
- "Zero impact" (nothing has zero impact)
- "Eco-friendly" (too vague)
- "Green" without context
- "Saves the planet" (overclaiming)
Claim Substantiation
All environmental claims must be:
- Specific - Based on actual Eaternity scores
- Verifiable - Traceable to calculation date
- Current - Within last 12 months
- Accurate - Matches actual dish composition
Example of good claim:
"Our Garden Salad has a Climate Score of A, with 0.8 kg CO₂e per serving - 60% lower than our menu average. Score calculated December 2024."
Example of bad claim:
"Our salads are carbon neutral and save the planet!"
Common Mistakes to Avoid
Don't: Shame or Guilt Guests
- ❌ "Did you know beef destroys the planet?"
- ❌ "This dish has 3x the emissions of our best option"
- ❌ "Think about the rainforest before ordering"
✅ Instead: Focus on positive alternatives and appealing descriptions
Don't: Use Health-Focused Language for Sustainability
Research shows health-focused labels reduce selection by 35% compared to taste-focused labels.
- ❌ "Low-carbon, healthy choice"
- ❌ "Nutritious and sustainable"
- ❌ "Good for you and the planet"
✅ Instead: "Twisted citrus glazed carrots" or "Sizzling herb-crusted tofu"
Don't: Hide or Remove Popular Options
- ❌ Removing popular high-impact dishes without alternatives
- ❌ Making meat options hard to find or order
- ❌ Judging guests who choose high-impact items
✅ Instead: Add appealing climate-friendly options and position them prominently
Don't: Overwhelm with Data
- ❌ "2.3 kg CO₂e/serving, 45L H₂O, 0.3m² land use, 12g protein..."
- ❌ Complex infographics on every dish
- ❌ Scientific terminology without explanation
✅ Instead: Simple A-E rating with optional details via QR code
Don't: Claim More Than You Can Prove
- ❌ "Carbon neutral meal" (without verification)
- ❌ "Zero environmental impact"
- ❌ "Saves the planet"
- ❌ Unsourced percentage claims
✅ Instead: Specific, verifiable claims with dates
Stakeholder Engagement
Success requires buy-in from all stakeholders, not just guests.
Staff Engagement
| Strategy | Implementation |
|---|---|
| Training | Understanding scores, answering questions, making recommendations |
| Incentives | Bonus for teams hitting sustainability targets |
| Empowerment | Staff can suggest new climate-friendly dishes |
| Recognition | "Sustainability Ambassador" role |
| Modeling | Staff meals feature A-rated options |
Supplier Engagement
| Strategy | Implementation |
|---|---|
| Transparency | Share scoring criteria with suppliers |
| Collaboration | Work together to improve ingredient scores |
| Preference | Prioritize suppliers with lower-impact products |
| Recognition | "Sustainable Supplier" acknowledgment on menu |
Management & Ownership
| Strategy | Implementation |
|---|---|
| Dashboard | Regular reporting on sustainability metrics |
| Integration | Include sustainability in business KPIs |
| Investment | Budget for menu development, training |
| Long-term view | Sustainability as brand differentiator |
Marketing & Communications Team
| Strategy | Implementation |
|---|---|
| Authentic messaging | Avoid greenwashing, lead with taste |
| Storytelling | Feature suppliers, chefs, guests |
| Consistency | Unified message across all channels |
| Measurement | Track engagement with sustainability content |
Staff Training
Key Training Topics
-
Understanding the scores
- What each rating means
- How scores are calculated (high level)
- Why it matters to guests
-
Answering guest questions
- Common questions and answers
- When to refer to detailed resources
- Handling skepticism constructively
-
Recommending climate-friendly options
- Natural conversation starters
- Pairing suggestions
- Avoiding pressure tactics
Sample Q&A Script
Guest: "What does this 'A' rating mean?"
Staff: "Great question! The A rating means this dish has one of the lowest environmental impacts on our menu. It considers things like carbon emissions, water use, and how the ingredients were produced. Would you like me to tell you more about what makes this dish so climate-friendly?"
Guest: "Is this just greenwashing?"
Staff: "I understand the skepticism - there's a lot of vague claims out there. Our scores are calculated by Eaternity, an independent Swiss company that's been doing food sustainability science since 2008. Each dish is analyzed based on its actual ingredients, where they come from, and how they're produced. You can scan the QR code to see the full breakdown if you're interested."
Guest: "Why should I care about food's environmental impact?"
Staff: "Food production is actually responsible for about a quarter of global emissions - more than all transportation combined. The good news is that small choices add up. Choosing an A-rated dish over a D-rated dish can save about 3-4 kg of CO₂ - that's like driving 15 fewer kilometers. But honestly, our A-rated dishes are also delicious, so it's a win-win!"
Measuring Success
Key Metrics to Track
| Metric | How to Measure | Target |
|---|---|---|
| A/B dish selection rate | POS data | +15% vs baseline |
| Guest awareness | Survey | >70% recognize scores |
| Score inquiries | Staff tracking | Increasing trend |
| Social engagement | Analytics | +20% vs pre-campaign |
| Award mentions | Media monitoring | Positive coverage |
Monthly Review Checklist
- Compare A/B dish sales vs. previous month
- Review guest feedback mentioning sustainability
- Check social media engagement on sustainability posts
- Update digital displays with new stats
- Refresh QR code landing pages if needed
- Plan next month's campaign focus
Case Studies
SV Group: Enterprise Rollout
Challenge: Communicate sustainability across 300+ locations consistently
Solution:
- Standardized A-E rating display on all menus
- Centralized digital signage content
- Staff training program with certification
- Monthly reporting to location managers
Results:
- 23% increase in A-rated dish selection
- 15% reduction in overall menu carbon footprint
- 89% staff confidence in explaining scores
- Featured in industry sustainability report
University Canteen: Student Engagement
Challenge: Engage skeptical student audience
Solution:
- QR codes linking to detailed methodology
- Student sustainability ambassador program
- Gamified monthly challenges with prizes
- Instagram campaign with student creators
Results:
- 2,400+ QR code scans in first month
- 31% increase in plant-based dish selection
- Student-created content reached 50,000+ views
- Won campus sustainability innovation award
Corporate Cafeteria: Executive Buy-In
Challenge: Demonstrate ROI to leadership
Solution:
- Clear baseline measurement before launch
- Monthly impact reports in business terms
- Employee satisfaction surveys
- ESG report integration
Results:
- €12,000 annual savings from waste reduction
- 18-point increase in employee sustainability perception
- Featured in company ESG report
- Expanded to 5 additional corporate locations
Asset Library
Download all communication materials from your Gastro dashboard:
Available Assets
- Rating explanation cards (print-ready PDF)
- Eaternity Award graphics (PNG, SVG, PDF)
- QR code templates (customizable)
- Social media templates (Instagram, LinkedIn, Facebook)
- Digital signage templates (16:9, 9:16 formats)
- Table tent designs (print-ready)
- Staff training presentation (PowerPoint)
- Campaign planning templates (Excel)
How to Access
- Log in to your Gastro Dashboard
- Navigate to Marketing > Asset Library
- Filter by asset type or campaign
- Download in your preferred format
Practical Implementation Tactics
These tactics provide concrete actions for each communication strategy.
Menu Communication Tactics
Weekly Menu Adaptation
| Element | Implementation |
|---|---|
| Position | Sustainable menu always listed first |
| Naming | Taste-focused descriptions (not "vegetarian option") |
| Typography | Bold font for climate-friendly dishes |
| Photos | Professional images of A-rated dishes |
Daily Menu Cards
- Large, attractive photo of climate-friendly daily special
- Clear A-E rating display
- Taste-focused description emphasizing sensory experience
Environmental Impact Display
CO₂ Values on Menu
| Display Type | Format | Example |
|---|---|---|
| Per-dish | g CO₂ per serving | "450g CO₂" |
| Comparison | vs. average | "60% less than average" |
| Rating | A-E score | "Climate Score: A" |
Traffic Light System
| Color | Rating | Meaning |
|---|---|---|
| Green | A | Excellent (under 50% of average) |
| Green | B | Good (below average) |
| Yellow | C | Average |
| Orange | D | High (2x average) |
| Red | E | Very High (4x average) |
Climate Barometer
- Weekly display showing restaurant's average CO₂ per meal
- Comparison to previous weeks
- Progress toward monthly goal
Info & Facts Materials
| Material | Content | Placement |
|---|---|---|
| A4 Poster | Climate facts infographic | Behind counter |
| A3 Poster | "How we calculate scores" | Entrance |
| Flyers | Take-home sustainability tips | Checkout area |
| Table tents | "Did you know?" facts | Every table |
| Climate scale | Visual CO₂ comparison | Buffet area |
Feedback Channels
Guest Feedback
| Channel | Content | Frequency |
|---|---|---|
| Receipt message | Today's meal score + thank you | Every transaction |
| Digital display | Collective daily savings | Real-time |
| Monthly email | Personal impact summary | Monthly |
| Table tent | Weekly restaurant progress | Updated weekly |
Staff Feedback
| Metric | Display | Goal |
|---|---|---|
| Weekly A/B sales | Kitchen display | Target % |
| CO₂ reduction | Staff room poster | Monthly trend |
| Competition ranking | Team dashboard | Top 3 |
Recommendation Strategies
Tasting Samples
| When | What | Goal |
|---|---|---|
| Peak hours | New A-rated dish samples | Trial generation |
| Slow periods | Staff favorites | Relationship building |
| Launch events | Full tasting menu | Buzz creation |
Staff Recommendations
- "Chef's Climate Pick" highlighted verbally
- Personal endorsements: "This is my favorite lunch"
- Genuine enthusiasm training
Plate Presentation
Serving Order
| Position | Food Type | Visual Priority |
|---|---|---|
| First | Vegetables/plant-based | Most prominent |
| Second | Grains/starches | Supporting role |
| Last | Protein (if applicable) | Complement |
Garnishing Guidelines
- Beautiful presentation for A-rated dishes
- Color contrast and visual appeal
- Premium serving containers
Recipe Optimization
Top 25 Menu Analysis
- Identify 25 most-ordered dishes
- Calculate current climate scores
- Prioritize improvements for highest-volume items
Quick Wins
| Area | Optimization | Impact |
|---|---|---|
| Sauces | Swap cream for plant-based | 20-40% reduction |
| Sides | More seasonal vegetables | 10-30% reduction |
| Proteins | Reduce portion, increase quality | 15-25% reduction |
Planning & Procurement
Menu Planning Principles
| Principle | Implementation |
|---|---|
| More A-rated options | At least 40% of menu A/B rated |
| Balanced variety | Options across all dietary preferences |
| Seasonal alignment | Quarterly menu refresh |
Food Waste Reduction
| Strategy | Method |
|---|---|
| Prep optimization | Order based on forecast |
| Portion control | Right-sized servings |
| Waste tracking | Daily monitoring and adjustment |
| Leftover utilization | Creative repurposing |
Implementation Checklist
Phase 1: Foundation (Week 1-2)
-
Audit current state
- Photograph current menu and signage
- Document current dish positioning
- Baseline measurement: current A/B dish selection rate
-
Score all menu items
- Ensure all dishes have current Eaternity scores
- Identify A and B rated dishes to highlight
- Flag any dishes needing recipe improvement
-
Staff preparation
- Train staff on rating system basics
- Provide Q&A scripts for common questions
- Identify sustainability ambassadors
Phase 2: Menu & Signage (Week 3-4)
-
Menu redesign
- Reposition A-rated dishes to top of sections
- Add rating indicators (A-E or icons)
- Apply taste-focused naming to sustainable dishes
- Add "Climate-Friendly" section if appropriate
-
In-venue communication
- Design and print counter cards explaining ratings
- Create table tents for awards/highlights
- Set up digital display content rotation
- Generate QR codes linking to dish details
Phase 3: Launch & Campaign (Week 5-6)
-
Soft launch
- Test with regular guests for feedback
- Refine staff scripts based on questions
- Adjust signage based on observations
-
Full launch
- Announce sustainability commitment
- Launch first campaign (Climate-Friendly Week)
- Activate social media communication
- Begin tracking metrics
Phase 4: Optimize (Ongoing)
-
Monthly review
- Compare A/B dish sales vs. previous month
- Review guest feedback
- Update progress displays
- Refresh featured dishes
-
Quarterly assessment
- Full metric review against targets
- Staff refresher training
- Campaign planning for next quarter
- Menu optimization based on data
Success Metrics
| Metric | Measurement | Target |
|---|---|---|
| A/B dish selection rate | POS data | +15% vs baseline |
| Guest awareness | Survey | >70% recognize scores |
| Staff confidence | Survey | >80% comfortable explaining |
| Social engagement | Analytics | +20% vs pre-launch |
| Average menu score | Weighted calculation | Improvement trend |
Support
Getting Help
- Email: gastro@eaternity.org
- Response time: Within 24 hours on business days
- Phone: +41 44 797 97 96 (Mon-Fri, 9:00-17:00 CET)
What We Can Help With
- Custom communication strategies
- Campaign planning and execution
- Staff training sessions
- Media and PR support
- Custom asset creation
- Brand guideline clarification
Frequently Asked Questions
Q: Can I modify the Eaternity Award graphic? A: No, the award graphic must be used as provided. You can resize it (maintaining proportions) but not alter colors, fonts, or layout.
Q: How often should I update my QR code landing pages? A: Update whenever dish scores change or at minimum quarterly to ensure information is current.
Q: Can I use scores from a year ago in current marketing? A: Scores should be current (within 12 months). If a dish recipe has changed, the score must be recalculated.
Q: What if a guest disputes our scores? A: Direct them to the detailed methodology documentation. Our scores are based on peer-reviewed science and comprehensive databases. If they have specific concerns, contact us and we'll help address them.