In the fiercely competitive world of catering, where flavor is no longer enough to differentiate, a new trend is transforming the heart of customer loyalty: sustainability. Biodegradable products are not only changing the way we serve food, but also how customers perceive and connect emotionally with brands.
As stated by Joe Pulizzi and Brian Piper in Epic Content Marketing, the content — and by extension the experience — must be so valuable that the customer would pay for it. Today, the sustainable experience is an essential part of that content that restaurants must offer if they want to build lasting relationships. And this trend not only improves brand reputation, but it also increases long-term customer retention.
Incorporating biodegradable products into the daily operation of a restaurant is no longer an idealistic option: it's a business strategy backed by data. According to the study Global Sustainability Study 2021 from Simon-Kucher & Partners, 50% of consumers consider sustainability among their five main buying criteria, and 34% are willing to pay more for responsible brands (Simon-Kucher, 2021).
A tangible example of this change can be seen in the preference for biodegradable utensils and packaging. Its use has grown significantly, especially in cities where environmental awareness translates into more informed consumer decisions. According to NielsenIQ (2023), consumers under 40 are leading this movement with a demand of 72% for products with a lower ecological impact.
This means that sustainable products not only reduce the restaurant's ecological footprint, but they also increase the value perceived by the diner, generating an emotional bond and a story worth sharing.
Restaurants that have adopted biodegradable utensils, such as those developed by Penka with its PolyAgave® technology, are strengthening their position as responsible brands close to their customers. Penka has worked with independent chains and establishments in different regions, offering biodegradable solutions that are integrated without friction into their operations, maintaining aesthetics, functionality and providing a strong component of value to the consumer experience.
This brand experience aligned with personal values reinforces what Seth Godin has called “permission marketing”: it's not about interrupting the consumer, but about inviting them to be part of something meaningful. Fidelity, in this new paradigm, is built on the basis of coherence between what the brand says and what it does.
Beyond storytelling, there is storydoing. Restaurants that are truly committed to sustainability prove it in every detail: from straws and cutlery to takeaway packaging. This coherence between discourse and action builds trust, one of the strongest pillars for generating lasting loyalty.
As Pulizzi and Piper explain, the key lies in “creating content that is so useful and emotionally connected that the customer wants to subscribe to your brand”. Today, that content can be a plastic-free consumer experience. In effect, every green decision becomes a silent, yet powerful statement that influences the customer's perception of brand integrity.
Every biodegradable utensil in a restaurant tells a story that the customer wants to repeat, share and support. It's not just about caring for the planet: it's about building memorable brands that generate real connections.
Adopting sustainable products like Penka's is not a passing trend; it's a winning strategy to build customer loyalty, improve reputation and make a difference in a saturated market. Penka not only offers products, but also strategic alliances for brands that seek to grow from authenticity and environmental commitment.
Learn more about our biodegradable straws.
