Research Series

The Menu Lab:

Lower Carbon Menus for SMEs

In this research series we’re working towards a pathway for SMEs to both become more financially sustainable and lower their carbon emissions.

Our apporach is collabrative bringing SMEs, universities and sponsors together to strengthen the industry and play our part in tackling the climate crisis.

SME specific

Plant-based focus

Output

SMEs in hospitality

Part 1 - The Baseline

Working with a range of partners we’re looking to establish the current state of play for SMEs in hospitality.

While research is beginning to show a business case for increasing the number of lower carbon/plant-based dishes in some settings, a data gap exists with respect to the experiences of SMEs in hospitality.

Our research project will establish the existing level of plant-based dishes on menus in SMEs across the UK, as well as their experiences with aspects such as:

  • margins and profitability

  • ingredient sourcing

  • skills and knowledge

  • recipe development

  • marketing

Our apporach centres on presenting the business case for lower carbon menus in a way that meets business owners where they are today.

Carbon counting menus, while ideal from a data driven carbon-reduction perspective, is time consuming - a resource that many small businesses simply don’t have. As such we seek to uncover approaches that present a strong business case for this sector through easy/low cost carbon reduction solutions.

The data shows that reducing meat and dairy for plant-based dishes will almost always be lower carbon. This is particualrly stark in the case of legumes/tofu producing 90% less carbon emissions than even local beef. As such we see a focus on increasing plant-based menu options as a strategic approach to carbon reduction without the time required to carbon count every dish.

From this research we will demonstrate the current state of play with respect to;

  • menu offerings and awareness of lower carbon options

  • what percieved barriers are preventing the industry from moving faster

  • what opportunities there are for quick wins and longer term development

This industry benchmark and early insights will feed into the next part of this research series.

Sponsorship

If you’d like to take part in our short 5 minute survey and share your experiences, please register your interest below.

How to get involved

Our industry leading research gives you the opportunity to get early insights and be seen as a thought leader in driving the shift to sustainable hospitaility. 

We are looking to work with businesses that are seeking to move the needle on lower carbon hospitality and support the dissemination of our findings.

You can choose from a Headline or supporter package, or we’d welcome a discussion about custom sponsorship opportunities.

Please get in touch with Fiona@greenmenuinsights.com to discuss your needs.

Business support organisations

If you’re a business support organisation, such as a VLEP, Destination Management Organisation or council, and are keen to disseminate our survey in your region, please get in touch with Fiona@greenmenuinsights.com.

You can also commission a custom report and presentation giving you insights on data from your area. This will enable you to see where your area sits against the national picture and where the opportunities might be to better support them on their lower carbon journey.