Why catering?
Coverage
It is visited by most of the population, actively generating garbage and carbon [urban population with sufficient income, financially able to afford, in addition to cafes and restaurants, excessive consumption of everything in general]. Yes, pedestrians preparing food at home from food grown in the country make up [unfortunately] the majority of the population, but their consumption is already at a relatively low level.
Regularity
People visit the same places regularly, often daily [lunches and get-togethers after work]. This means that you can influence them regularly, which is critical for consolidating a new habit.
Environment
People choose places pleasant to them with delicious food and kind staff, they sit for a long time in a warm company of colleagues, partners, friends and relatives. In other words, they are surrounded by their reference group for a long time against the background of the release of positive hormones. This makes them maximally predisposed to commit acts that strengthen ties with loved ones and / or increase their social status if the group is competitive.
Guide
Throughout the entire time, the group is served by a pleasant and, most importantly, lively person who [with proper training] can, at the right moment, unobtrusively offer the group specific target actions from paragraph 3, providing them with an appropriate positive explanation and answer to all questions. For example, bring [stylish eco] straws to drinks in a separate container and explain that this is done out of love for nature and guests at the same time: guests can take any number of straws, if necessary, but the less - the better nature. And later, thank people for not picking up the pipes so cool. And do it on your own behalf: it has been proven that people react much more deeply to the emotion of a specific person, and not to an institution / article / state. This is an important positive reinforcement, especially in the presence of a group [Of course, there will be a QR code on the glass with tubes with the transition to the beginning of the funnel of friendly environmental education with high-quality materials, which are coolly expensive to prepare and are beyond the power of every institution - this is our task]
Extraterritoriality
People change places, but they don't change reference groups. The waiter will not suggest steps for. When people come to an environmentally friendly establishment, people will continue on their own. Then someone will take the initiative and the refusal of the one-time barbecue will follow. As the basic eco-habits take root, a person will himself look for new ways and preach this in his inner circle. The process cannot be stopped.
Sustainability
A person will forever retain an emotional connection with the institution where his eco-initiation was carried out [competently = mentally]. This connection will lead to more frequent visits and the attraction of more and more guests, to whom, through the story, his strong emotion will be transmitted in part thanks to the mirror neurons. [Do you know why McDonald's maintains regularly empty rooms for children's parties?] This means entrepreneurs will be looking to get that advantage, and fund the necessary changes and training. This makes it possible to build a scalable sustainable independent social business, and not to run after grants and donations as an NPO.
Optimistic adventure plan
in the town N:
1
We are collecting truly environmentally friendly practices, suppliers and implementation experience [we have already done the research - it remains to understand what to put in the MVP, and create materials]
2
We find among the restaurateurs of the city N the most eco-bites, who are already introducing something in their institutions [yes, from rams and branches and not very work, but motivation is important to us] and, most importantly, we have gathered a team of the same eco-bites. We come to them and say "You are cool guys, we want to help you for free to cope with your econotes and what you fasten them with to get a wow effect both in eco and in money!"
3
We are introducing a basic set of eco-practices, teaching eco-personnel to unobtrusive sermons, free-of-charge PR [in Byorn style] and picking up an audience that professes all this in advance. The restaurateur is experiencing a wow effect and is ready to reinvest the cash flow that has arrived in development, the team is also positive and eager to fight. And along the way, we got bumps on reality and understand how it works / how it doesn't.
4
We are bothering with the most difficult task about developing eco-awareness among random guests of the restaurant. This is the most difficult and time-consuming process. We unite the teams of our enthusiasts into one to make it easier not to quit. We involve the necessary experts who are not indifferent to the topic [there is a long list of 20 names who are ready to help for an idea]. We are not trying to scale up the intermediate success of Step 2 in parallel with other restrictions, so as not to defocus. Squeezing to a measurable wow result.
5
Having packed wow-successful cases into a boxed product for self-deployment, we are trying to shortcut (skip the most important stage of self-deployment testing by eco-bitten restaurateurs without our help, and rework the product for a wide range of non-eco-bitten ones by drowning hands). We publicize it in the trade community of non-eco-bitten restaurateurs as a lifeline in the storm of a pandemic and arrange Sparta on who will be the first to introduce and collect the cream, and who will close, having lost visitors. The expectation is that thousands of strong motivated entrepreneurs will figure out how to dig their unique beds with a new shovel faster and better themselves than with us. And we have no choice: if the scheme works only on the basis of previously eco-bitten collectives, scaling will take forever.
6
In the process of Step 5, when it becomes clear that the shortcut does work, we put together a scaling team led by COO. We immerse them in Step 5 so that they feel the Product and the Market at their fingertips, work together with the key team. We are starting to test indirect monetization [in our opinion, the basic product should be free, at least very cheap, so that any county cafeteria could implement it]
7
We comb out all the chaos of survivors in Sparta, we barn greenwashing [control of supplies and audit of the application of practices]
8
We are developing eco-labeling for the services of choosing restaurants by the population [they have formed such a request] on the basis of our own utmost transparency + actively cooperating with environmental educators and mass media, making it commercially impossible to run a restaurant business in an environmentally friendly manner.
9
...
10
We adapt the model for the most densely populated countries with an urbanized population, generating a maximum of garbage and carbon dioxide. We are trying to cooperate with everyone in the world who will do something real in this direction.