Sustainability Leadership Perspective: Food Services

Introduction

Internet, Software & Media

Food Services

Food & Beverage

Electronics

Consumer Shipping

Apparel

Airlines

Banks

Household

Hotels

Summary

Food Services

The Food Services sector is a fixture of every mall food court or freeway exit. It’s the fast and convenient comfort food we see everywhere — in the form of cafés, fast food chains and affordable, family-friendly restaurants. In the past, the sector has focused on issues like packaging, animal welfare and fair trade, but we think it is now under a spotlight for its impact on the planet.

We believe Starbucks shows that alignment of performance and perception does happen. The coffee giant’s MapChange 2010 “perceived” and “actual” scores are nearly identical. McDonald’s, on the other hand, is no stranger to the consequences of communication being too far out in front of actual performance. In 2009, McDonald’s took their lumps in the media for what some called textbook “greenwashing” when hundreds of European McDonald’s changed their famous red sign behind the Golden Arches to green (source: Chicago Tribune), while it appears simultaneously making vague claims about environmental action rather than embarking on more tangible and consumer satisfying green innovations.

The data suggests that “green” is confusing for many consumers.
For instance, it appears that some equate generally good, and/or healthy things, with green as suggested by the incongruous MapChange scores for Wendy’s.

“The public has difficulty discerning between sustainability and social innovation... so perhaps Wendy’s’ healthier offerings have formed its image as a green company.” — The New York Times, Green Inc. Blog 2.25.10. We anticipate that there is an opportunity — particularly in this category — for a leader to control the language and the rate of change.