"Green" Falls Way Below Menu, Price, Location for Restaurant Patrons

According to a recent report from research firm Mintel, 57% of respondents are willing to pay more for local and sustainable fare, but most of those are only willing to pay up to five percent more.

"Green and sustainable attributes pale in comparison to the leading restaurant decision drivers of menu selection, prices and convenient location," notes Eric Giandelone, foodservice director at Mintel. "However, these initiatives support the leading attributes to help a restaurant stand ap

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