From Retail Systems Research. For a restaurant organization, there are three reasons to enact environmentally sustainable practices: to save cost, to reduce waste, and to build a greener brand – ultimately creating customer loyalty. In fact, the best performing restaurateurs believe green-minded consumers care enough about a brand’s ecological positioning to factor it into “where to dine” decisions, creating a viable opportunity to gain new business. However, the means to successfully enacting such practices require significant retooling of the organization enterprise wide, and the need for better education to what well-run sustainability practices look like abounds.