New research shows that consumers in London are significantly more interested in sustainability than those living elsewhere in the UK. Over half (56%) of Londoners will pay more for good sustainable practices, compared to a third (33%) of those living in the rest of the country, with a further 19% willing to spend more for food and drinks that they know are coming from a sustainable source. With Londoners spending an average of £134 on food and drink a month, and operators looking for ways to drive footfall and boost revenue, the research is a timely reminder of the value of good sustainability practice and the size of the prize for brands who demonstrate it.

The report from leading foodservice technology provider, Nutritics and hospitality data and insights consultancy CGA by NIQ, Sustainability Matters: What consumers want and how brands can respond, surveyed UK consumers to understand attitudes towards sustainability within the sector and found that pubs and restaurants’ poor environmental practice has a significant impact on their decision to spend time and money in them.

The latest insight reveals that Londoners’ concerns around sustainability continues to grow and has become a core factor for them in deciding where to eat and drink out. A fifth (20%) feel sustainability is an extremely important factor when it comes to choosing a venue, compared to 12% of those who simply visit the capital and 10% of those living elsewhere in the UK. With the capital home to a large cohort of eco-conscious consumers who a highly stimulated by environmental issues, this importance of venues to persuade guests of their commitment to this urgent issue has never been greater.

There is also appetite amongst consumers to receive more information from operators, particularly when it comes to the carbon footprint of the food and drink they serve. Over half (59%) of Londoners say they actively want carbon information displayed on menus and a further 57% say it would influencer their order. With a strong demand for carbon data, operators could significantly improve their bottom line by embracing this practice.

Commenting on the findings Stephen Nolan, CEO of Nutritics, said; “Consumers are telling us that sustainability credentials are a fundamental part of what they look for when choosing a venue to eat and drink at, and this is truer than ever in the capital. For those living in London, a fifth of guests are driven by eco credentials when choosing a venue – meaning that operators who ignore this insight run the risk of losing valuable customers. Small and simple changes such as the addition of carbon footprint information on menus helps to tap into the minds of these forward-thinking customers, and drive overall footfall and revenue.”

Sustainability Matters: What consumers want and how brands can respond is available to download on the Nutritics website and is the second annual report in the Sustainability Matters Series. Alongside the consumer findings, the report will also include a look into employee and business leader’s attitudes towards sustainability, with the aim to deliver an exclusive and holistic analysis of the issue across the hospitality sector. The employee report is available to download now, with the business leader’s findings to be released soon.