Forget green beer; bar regulars say they'll pay up to 30% more for pub grub that's organic, fairtrade, or locally sourced, according to a new American Express survey (via The Publican).
The survey of more than 1,000 British pubgoers finds that, for a $10 meal, customers are willing to pay 52 cents more if it is organic, 56 cents if it is fairtrade, and 60 cents more if it comes from local sources. Nearly half (42%) say they are influenced by a company's green credentials.
So what are pubs doing about it? Very little so far. The study notes that though over a quarter of pubs recognize that green initiatives enhance their brand, only 10% of publicans source local produce, 7% sell fairtrade, and 3% prioritize organic ingredients.
However, pubs are beginning to source more locally produced food as consumer demand rises, according Kathryn Pretzel-Shiels, American Express head of hotel and restaurants.
"Pubs are beginning to prioritize sourcing local products, which beyond having a positive effect on image and brand...can help businesses improve their bottom line through cheaper transportation costs," she says.
via | Sustainable Life Media
