Marketing environmental responsibility through “green” menus
Ester Noguer-Juncà, Francesc Fusté‐Forné
Abstract
The design of menus is a strategic part of the marketing mix of restaurants and the way they can (or can not) create a competitive advantage and attract the customer’s attention. In particular, restaurant menus communicate the restaurant unique selling proposition through its unique understanding of terroir. In this sense, the role of restaurants in the protection of local food identities and the promotion of local food heritage has become a topic of increasing interest. From a qualitative study based on a discourse analysis, the aim of this article is to understand the role of food in dining experiences through the storytelling embedded in the menus of the 8 restaurants awarded with the Michelin Green Star in Catalonia. While results show the pivotal role of products with a local origin, the narrative derived from the menus display meaningful relationships between local and global, old and new culinary techniques. Results also show the preoccupation of restaurants toward the protection of the linkages between the products and the territory, and the promotion of a zero-waste cuisine. Theoretical and practical implications are outlined to create both business and destination marketing strategies based on a “green” storytelling.