Carl Jacobs, Apicbase CEO sits down with Kaj Török, Chief Sustainability Officer of Max Burgers, to talk about the many benefits of becoming a sustainable company.
Max Burger is at the forefront of sustainability. Not only is the company climate-positive, its sustainability efforts boosted sales by as much as 900%.
Watch Episode 11 with Kaj now!
Here are some golden insights from their conversation.
♻️ Find the green balance
Avoid greenwash and greenhush. Greenwash is making misleading environmental claims while greenhush is keeping quiet about your sustainability efforts. Both are dangerous.
📣 Market the products/services that are sustainable
Let the people know. Promote it. If you don’t market these things, we’re not going to fix the climate.
📅 Think long-term
Create a business plan that will help your company last for several generations. When you think long-term, sustainability will be baked in the strategy automatically. You’re building a business for the future, today.
🍔 Create green products that reduce carbon footprint
Max Burger increased total sales of green burgers by 900% in 7 years – their biggest and most successful product launch to date.
🌍 Build a climate-positive menu
Measure the whole value chain from your farmer’s land to your guests’ hands and work hard to reduce carbon emissions along that chain.
🌱 Measure, reduce, remove
Start planting trees to offset carbon emissions. We need to remove more carbon dioxide than what is emitted today.
🐄 Focus on the bigger culprits
To reduce carbon footprint significantly, focus on the big emitters. Max focuses on reducing beef consumption, which is responsible for 50% of their value chain carbon emissions.
💥 Calculate the impact of your efforts
Focus on sustainability initiatives that give the most bang for your buck. What activities are driving the most financial success?
💶 Being climate-positive yields great ROI
Max spends 0.4% of their total turnover to plant trees and pursues sustainability efforts that add at least 10% to sales. It’s a 1 to 10 return on investment.
🔎 Conscious customers pay more
Being sustainable attracts conscious consumers who are willing to pay more for a bigger value.
👍 Help guests make the right choice
Make it easy for customers to find good sustainable options, so they can reduce their climate impact.
🚚 Find the right suppliers
Change or negotiate with suppliers to align with your sustainability programs and help you achieve your climate targets
🚪 Being sustainable opens doors
If you pursue sustainability, you can partner with top locations looking for sustainable concepts to work with. And there are more and more of them.
💰 Being sustainable reduces costs
Max has a 1% food waste in their own restaurants. Such a low number drastically reduces food costs and boosts profits.
🔮 Create a business model for the future
Changing to a sustainable business model will ensure you are innovative enough to align with what future society needs.
Recommended Podcast: Episode 11 – Discover How This Restaurant Leads Sustainability
