Green Menus and Savvy Diners: How Consumer Demands Are Reshaping UK Restaurants
May 2025, By MM-Eye
In recent years, the UK’s casual dining sector has found itself at a crossroads, caught between the rising expectations of environmentally conscious consumers and the operational realities of running accessible, affordable restaurants. As sustainability becomes a central concern for both diners and businesses, the casual dining industry is being reshaped by a collective effort to reduce its environmental footprint without compromising on quality or experience.
Casual dining, which bridges the gap between fast food and fine dining, is a staple of the UK food scene. Chains like Zizzi’s, Wagamama, and Bill’s, alongside a growing number of independent eateries, have long catered to a broad audience with relaxed atmospheres and moderately priced meals. However, the pressure to become more sustainable has intensified amid growing awareness about climate change, food waste, and ethical sourcing.
Food waste is a big challenge faced by casual dining restaurants and eateries with approximately 1 million tonnes of food annually in the UK. Much of this comes from overproduction, spoilage, or uneaten food left on customers’ plates.
Carbon footprint of ingredients is something that more and more consumers are aware of, from imported avocados to beef burgers, the carbon intensity of ingredients is under scrutiny. Consumers are increasingly interested in lower-impact, locally sourced, and seasonal produce.
We are seeing sustainable shifts in how the casual dining sector operates
Despite the challenges, many casual dining businesses are taking meaningful steps toward sustainability with a few examples being…
- Wagamama is offering vegan, lower-impact alternatives of its most popular dishes, as well as aiming for 50% of its menu to be plant-based
- Many restaurants are increasingly prioritising ingredients from UK farmers and suppliers who practice sustainable agriculture and ethical treatment of animals
- Technology is also playing a role in minimising waste, with specific tools helping kitchens monitor inventory and even selling surplus food at a discount
- Compostable packaging, reusable containers, and deposit-return schemes are replacing single-use plastics across many chains
Change driven by consumers
Consumers, especially Millennials and Gen Z, are key drivers of this transformation. Our Say Do Sustainability Study (SDSS) highlights that a significant portion of UK diners actively seek out businesses with green credentials with some willing to pay more for sustainable options. Transparency, whether through carbon labelling, sourcing information, or sustainability reporting, is increasingly valued.
What does the future hold
The road to sustainability in casual dining is far from smooth. Rising costs, staff shortages, and inflation pose ongoing threats to profitability, making it difficult for some businesses to invest in greener practices. However, with growing public pressure, government initiatives, and the long-term benefits of sustainable operations, the sector is poised for further innovation.
In a time where dining choices also reflect broader values, casual dining is not just about convenience and comfort, it’s becoming a statement of environmental responsibility. As sustainability moves from trend to standard, the future of casual dining may well lie in its ability to serve both good food and a better planet.
As highlighted by the latest SDSS findings, understanding consumer behaviour is essential for those operating in the casual dining sector and at MM-Eye we specialise in uncovering meaningful consumer insights that help brands effectively connect with their audience. Whether your goal is to refine your sustainability messaging, develop products that resonate, or deepen your understanding of consumer expectations, our expertise will ensure your brand remains relevant and competitive. Discover how our insights can support your brand’s sustainable future – contact us today at info@mm-eye.com or fill out the form below to arrange a consultation.