Quick serves must figure out the right way to market their green efforts in the wake of greenwashing.

Given that greenwashing claims pour water on the flickering flame of eco-marketing, one might ask whether this so-called green movement is just another marketing fad. Funny, that’s just what people used to say about the healthy eating trend more than two decades ago!

The fact is that interest in eco-minded businesses is only going to continue to grow, experts say, and restaurants simply need to continue tapping into the right ways to address and spotlight their practices to gain customer favor and avoid criticism.

Targeting and Timing

Green messaging has to be tailored to the right audience at the right time. Greg Menken, vice president and director of sustainability at Beckerman Public Relations, acknowledges that so far, it is mainly “influencers,” such as environmentalists and CEOs, who have voiced the most interest in eco-friendly practices, while the awareness level among consumers is relatively low. According to him, it is still about “knowing what the customer wants. If you figure your customer base is not interested in green, then clearly you’re wasting dollars.” But, he warns, even though a restaurant’s direct customer base might not yet be interested in green stories, “there might be other audiences to appeal to, such as getting government on your side.”

In terms of timing, Jeff Jensen, CEO of Vesta Green Marketing Solutions, advocates moving ahead with green initiatives now instead of waiting for greenwashing waves to subside. “You have a choice today as to how responsible your behavior is, but this trend is only going to continue to be magnified over time,” he says. “So you can wait until the consumer hits you over the head, or you can get out in front of it.”

This group happens to be not only the most heavy users of quick-serve restaurants, but also the core demographic for the green movement, says Bill Roth, a green business coach and author of The Secret Green Sauce.

“The Millennial generation born between 1982 and 2001 sees this as their future,” he says. “They’re communal decision makers. They come together and decide whether they’re going to this or that restaurant. They define things as ‘cool’—organic, wellness, or no toxicity in materials.”

Messaging and Medium

The good news is that no one is expected to turn green overnight, but brands are expected to be truthful about their progress.

“Restaurants should be honest about the extent to which they’re green. It’s OK to say you’re taking steps and not where you want to be,” Roth says. “This is much more credible and believable to a...

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