In a context in which consumers are giving more and more attention to the origins of the products they eat and to brands’ responsibility commitments, dining establishments would be well advised to promote their sustainability initiatives. A supplier can play a key role by supporting them in this process. How? By means of well-designed trade marketing tools employed at points of sale to educate customers and raise their awareness about the establishment’s values.
1. Attention-grabbing visual materials: Explanatory posters and POS displays
At restaurants, posters and other communication materials are an effective means of attracting customers’ attention and informing them at a glance about the restaurateur’s commitments and those of its suppliers. They can be placed:
- By the entrance to present the restaurant’s environmental commitments (e.g. “Our eggs come from free-range farms”)
- Near the till to remind customers of the products’ nutritional benefits (e.g. “Vegetables that are rich in fibre and vitamins, farmed without synthetic pesticides”)
- On tables or trays with appealing visuals and impactful key figures.
Example:
At Pret A Manger, the chain’s commitments to fresh, additive-free and responsibly farmed ingredients are advertised in a variety of communication materials, such as on-site posters and menus explaining those commitments, often accompanied by portraits of local producers to reinforce transparency and foster confidence in customers.
These visual materials help customers understand the origins of the ingredients used and the sustainable practices adopted by the chain, creating a better-informed, more responsible consumer experience.
https://www.pret.co.uk/en-GB/sustainability
2. The QR code, a powerful interactive tool
QR codes let you deliver dynamic, interactive content to your customers. By scanning a QR code on packaging, a menu or a poster, your guests can:
- Watch video histories of your producers
- Read articles about the environmental impact of food choices
- Access recipes and cooking tips
- Track a commitment in real time (e.g. the number of cage-free eggs used by the chain each month).
Example:
In the Netherlands, McDonald’s added QR codes to its packaging to offer customers detailed information about the sources of the ingredients used in its products. When they scan those QR codes with a smartphone, consumers are taken to an online platform with details about the provenance of the ingredients and their suppliers’ agricultural practices, as well as information about sustainability and product quality. This initiative aims to increase transparency and enable customers to make more informed food choices.
- Educational packaging
Packaging can also be an educational tool to raise customer awareness. For example, the Chipotle chain in the US showcases its commitments to animal welfare and short supply chains by printing histories of its producers directly on its cups and bags.
4. Point-of-sale activities
Nothing beats an immersive experience when it comes to educating customers and getting them involved. A supplier can organise tastings and other activities to:
- Explain the benefits of cage-free eggs
- Demonstrate innovative, responsible recipes
- Invite farmers to share their expertise.
In France, the chain Exki, which specialises in healthy fast food, holds meetings between its suppliers and its customers to talk about sustainable agriculture and organic farming.
5. Complementary digital communication
Lastly, digital communication can reinforce the efforts made at points of sale. A supplier can assist a restaurant by:
- Providing educational content for its social media
- Co-writing blog articles about product origins and responsible practices
- Developing a newsletter to keep loyal customers up to date.
International example:
Through its Starbucks Greener Stores initiative, Starbucks employs a blended strategy of in-store posters and digital campaigns to promote its waste reduction and sustainable sourcing efforts.
https://about.starbucks.com/stories/2023/whats-inside-a-greener-store
Conclusion
Suppliers of vegetables and egg products have a key role to play in supporting restaurateurs that are aiming for responsible, educational communication. Thanks to tailor-made trade marketing tools (posters, QR codes, educational packaging, in-store activities and digital materials), they can provide visibility of restaurants’ commitments and inform customers in a fun and impactful way. A winning strategy for boosting consumer confidence and promoting responsible approaches.
