Green Restaurant: A Sustainable Business Idea

This article discusses the idea of a green restaurant in Australia, which is an eco-friendly restaurant that will provide global cuisine to consumers without harming the environment. It explains the benefits of the idea, the proposed business model, and critical success factors to be managed during execution of the idea.

Running head: THINK BIG
Think Big
Student’s name:
Name of the university:
Author’s note:

1THINK BIG
Table of Contents
Introduction......................................................................................................................................2
Effective explanation of the customer or market problem that needs solving and the reason the
innovation is required......................................................................................................................2
Persuasive argument of the benefits to be generated by the idea....................................................3
Discussion of the proposed business model....................................................................................4
Critical success factors to be managed during execution of the idea..............................................5
Conclusions......................................................................................................................................5
Reference List..................................................................................................................................7
Appendix..........................................................................................................................................8

2THINK BIG
Introduction
Restaurant businesses in Australia moves towards community-based, food-based ideas
and the restaurants are finding way to the up-cycle. The restaurant businesses can instantly grab
high footfalls of customers (Lewis, 2014). In recent time, the entrepreneurs focus on the business
ideas which can address the social or environmental issues. ‘Green Restaurant’ in Australia is
new business idea where the entrepreneurs are planning to provide the global cuisine to the
consumers and best customer service without harming environment. The green restaurants are
basically environment friendly restaurants which do not harm the environment as well as
community people. Green restaurant will recycle the waste and it will also reduce the food waste
along with carbon emission. The owners of the business will focus on recognising the training of
the staffs and the designing of the restaurant which will emphasis on being environment friendly.
Effective explanation of the customer or market problem that needs solving and the reason
the innovation is required
In Australia, food and beverage industry continues to grow and the average Australian
family spend almost AUD 4900 in a year on eating out (Lee, Hallak & Sardeshmukh, 2018). The
educated Australians purchase the products or service when they find that their purchases do not
negatively influence on the environment. Therefore, the idea of green restaurant is high in
demand as the owners of the business will operate eco-friendly restaurant which cater to increase
the pool of the consumers. The customers will believe that by visiting the green restaurant, they
will support the sustainable businesses. At present, the restaurant emits harmful gases from the
kitchen and the restaurants also throw the harmful waste in the environment which can harm the
community people. Amidst the situation, green restaurant will make the environment friendly

3THINK BIG
kitchen which will not emit harmful gases and the restaurant will recycle 100% of the waste. The
interior of the restaurant will reflect the influence of green and the seating areas of the restaurant
will also highlight the touch of green. The restaurant will use the renewable energy resources and
packages, plates and utensils all will provide sustainable development. Therefore, the green
restaurant will reduce the pollution in the environment and the practice of water efficiency and
conservation can help the community. There is a demand in the market to have sustainable
restaurant and this green restaurant will solve the problem. The food offering of the restaurant
will be green as it will be completely vegan restaurant. The takeout services of the restaurant will
ditch the disposables.
Persuasive argument of the benefits to be generated by the idea
First of all, the green restaurant concept will be an example of sustainable business
concept which will definitely help to improve the condition of the environment and the
community. The eco-friendly restaurant will provide benefit of recycling of the waste and
products. The motto of the green restaurant is to reuse and reduce of the wastage as recycling can
be done practically in smaller areas also (Kim et al., 2017). Restaurant owners will recycle the
wastage so that it will not harm the community and environment. Most importantly, the
consumers in Australia are getting health conscious day-by-day and there is an increase of
demand of the vegan food dishes. The owners of the restaurant will take the supply from the
local food suppliers; therefore, the suppliers will benefited from the green restaurant. In addition,
the green restaurant will go green during the time of cleaning. The wastage of the restaurant will
be recycled and the solar panel and bio-electric will be used for energy. In addition, the
restaurant will install water filtration system which will help the restaurant to filter the
underground water directly.

4THINK BIG
Most importantly, the green restaurant will provide employment to the local poor people
as the staffs of the restaurant which will serve the benefits of the local area also. In addition, the
green restaurant will be designed in small area and it will bring the profit in short-run as well.
Therefore, the restaurant will serve for the customers, for environment and for the society.
Discussion of the proposed business model
The key partners of the business are the environmentally aware customers and the
business partners. The business will primarily run because of the participation of the customers
who are aware about the environmental consequences of big restaurants (Namkung & Jang,
2013). The business partners will provide capital and infrastructure to do the business. The key
activity of the business is production of food items in the process that do not pose harm to the
environment. The restaurant will be serving the customers as they are served in other restaurants,
but the food will be produced in a very environment friendly way so that there are lesser
environmental consequences. The waste materials will also be recycled completely. Key
resources of the restaurant are Environment friendly cooking equipment’s and the chefs. The
cooking equipment will be especially designed so that the smoke and the wastage during cooking
is as less as possible. Presently the restaurants produce a lot of smoke and a large amount of
materials that are wastage which includes biodegradable and non-biodegradable wastes.
Specially trained chefs will be taking care that the dishes are of best quality and there is no
compromise in the taste because of the unique process that six involved. Value Proposition of the
business will lie in the unique idea of protecting the environment while taking care of the needs
of the customers. The restaurant will not pose any harm to the environment and conserve the
nature by recycling the waste products.

5THINK BIG
Customer Relationships will be maintained through the Internet, Emails, and Helpline.
Customer Segments of the business will mainly constitute of the customers who are aware about
the environmental consequences of big restaurants (Namkung & Jang, 2017). Various channels
that will be used for promoting the business will include Social Media, Hoardings, Search
Engines, and Television. The various areas where there will be regular spending can be
categorised under the heading cost Structure which includes- Buying and maintenance of
environment friendly cooking equipment and Machines that help in recycling the wastes that are
produced. Revenue will come in mainly through the selling of the food items in the restaurant
which will be of great quality. (Refer to Appendix for the table).
Critical success factors to be managed during execution of the idea
Critical Success Factors are those factors which help in making the business successful
and sets it apart from other businesses. This particular business plan hits one of the most critical
problem that the humanity is facing today which is environmental pollution and destruction of
the ecosystem. Most of the educated people in the present society are aware about the
consequences of environmental pollution therefore they try to reduce their own carbon footprint.
In doing so the people endeavour in consuming the products which are less harsh on the
environment. In this case the restaurant will be advertised as one of the most environment
friendly restaurant in the region which utilises unmatchable technology in preparing the dishes
that are served so that the environmental consequences are almost zero (Dewald, Bruin & Jang,
2014). The success factor of the business will be making the customer aware about the positive
effects on the environment when the customers consume food from this particular restaurant.
This will draw the environment conscious customers to the restaurant. Also there will be
awareness drives so that customers who are not that much aware about the environmental

6THINK BIG
consequences understand the ill effects produced by restaurants `which are not environmental
friendly. The critical success factor will also include the great quality of food that will be
prepared by the restaurant and provided to the customers. The food will be of great quality and
the process in which the food will be made will be environmental friendly. All together the
restaurant will be drawing a large number of customers who are conscious about environment
and also enjoy good quality of food. Whether or not the restaurant will be successful will also be
understood by prior survey from the relevant target group who are expected to visit the
restaurant.
Evaluation of the feasibility of the idea
The idea is feasible and practically viable because the possibility of the process of
producing dishes which are totally environmental friendly has been already tested. The
machineries which will be used are also tested for their quality and efficiency. The smoke
emission is extremely low in all these machines and soon the machines will be upgraded so that
there is no more production of smoke that will harm the nature (Green Restaurant Association,
2016). The wastage coming out of the cooking process will also be treated with advanced
machinery so that the restaurant can achieve its target of being the zero waste restaurant. The
waste management process would include the total recycling of the waste materials so that the
organic wastes may be turned into manure, compost or other possible compounds which will
help the restaurant in growing its own vegetables (Wang et al., 2013). The inorganic wastes will
also be managed through smart waste management system. This type of restaurants are already
built in many parts of the world and these are quite famous among the people who are conscious
about environmental conservation. The equipment suppliers are having experience in supplying
similar equipment to other green restaurants. Therefore if the idea is implemented properly, it

7THINK BIG
will be very much feasible and successful. The management of the restaurant must be serious in
properly advertising the restaurant in mediums where the target audience will come to know
about the restaurant and they will start visiting the restaurant as soon as it opens.
Conclusions
It can be concluded that restaurant business is less risky as it always find the target
customers. This green restaurant will cater mainly the vegan consumers who like to have
different types of vegetarian dishes across the globe. In addition to that the restaurant will have
bigger motive when it saves the energy, water and does good for the environment and
community. The business model of the green restaurant explains that key partnership and
channels of the business will help to have the large revenue in short time. The customers will
definitely get attracted when the customers will have the purpose to serve the environment along
with having modern cuisine.

8THINK BIG
Reference List ( APA)
Dewald, B., Bruin, B. J., & Jang, Y. J. (2014). US consumer attitudes towards “green”
restaurants. Anatolia, 25(2), 171-180.
Green Restaurant Association. (2016). Green restaurant certification standards. Retrieved
February, 26, 2016.
Jang, S. Y., Chung, J. Y., & Kim, Y. G. (2015). Effects of environmentally friendly perceptions
on customers' intentions to visit environmentally friendly restaurants: An extended theory
of planned behavior. Asia Pacific Journal of Tourism Research, 20(6), 599-618.
Kim, J. T., Jang, H. R., Cho, S. H., & Hwang, I. Y. (2017). A Study on the Influence of Eco-
friendly Agricultural Products on Customer Satisfaction and Behavior Intention in Hotel
Chinese Restaurants. International Journal of Advanced Culture Technology
(IJACT), 5(4), 63-70.
Lee, C., Hallak, R., & Sardeshmukh, S. R. (2018). Drivers of success in independent restaurants:
A study of the Australian restaurant sector. Journal of Hospitality and Tourism
Management, 29, 99-111.
Lewis, P. (2014). Paying the penalty? The high price of penalty rates in Australian
restaurants. Agenda: A Journal of Policy Analysis and Reform, 5-26.
Namkung, Y., & Jang, S. (2017). Are consumers willing to pay more for green practices at
restaurants?. Journal of Hospitality & Tourism Research, 41(3), 329-356.

9THINK BIG
Namkung, Y., & Jang, S. S. (2013). Effects of restaurant green practices on brand equity
formation: Do green practices really matter?. International Journal of Hospitality
Management, 33, 85-95.
Plummer, L. A., Allison, T. H., & Connelly, B. L. (2016). Better together? Signaling interactions
in new venture pursuit of initial external capital. Academy of Management Journal, 59(5),
1585-1604.
Wang, Y. F., Chen, S. P., Lee, Y. C., & Tsai, C. T. S. (2013). Developing green management
standards for restaurants: An application of green supply chain
management. International Journal of Hospitality Management, 34, 263-273.

10THINK BIG
Appendix
Key Partners
 The
environm
entally
aware
customer
.
 The
business
partners.
Key Activities
 Productio
n of food
items in
the
process
that do not
pose harm
to the
environme
nt.
Value Proposition
 The
restaurant
will not
pose any
harm to
the
environme
nt and
conserve
the nature
by
recycling
the waste
products.
Customer
Relationships
 Internet
 Emails
 Helpline
Customer
Segments
 Custome
rs who
are
aware
about the
environm
ental
conseque
nces of
big
restauran
ts.
Key Resources

Environm
ent
friendly
cooking
equipment
’s.
 Chefs.
Channels
 Social
Media
 Hoarding
s
 Search
Engines
 Televisio
n
Cost Structure
 Buying and maintenance of environment
friendly cooking equipment.
 Machines that help in recycling the wastes
that are produced
Revenue Streams
 Selling of the food items.

11THINK BIG
    

 