Chipotle’s environmental calculator lets customers know the “food footprint” of their order
Restaurant Brand Food Footprint Tracking compares the average environmental values of each of Chipotle’s 53 ingredients against five key metrics: gallons of water saved, improved soil health, organic land care, antibiotics avoided and less carbon in the atmosphere, allowing consumers to see the global climate the impact of their order compared to industry averages. Real Foodprint metrics are provided by How good is this, a mission-driven independent research company with the world’s largest sustainability database for products and ingredients. HowGood brings together information from Chipotle’s suppliers as well as data collection from peer-reviewed scientific literature, industry results and research from government and non-government organizations to produce impact measurements of each Chipotle menu item and possible variations.
Chipotle even teamed up with Bill Nye the scientist in order to show how to calculate the environmental savings for his favorite burrito bowl order to TIC Tac. In addition to the social media element of the new tool, Chipotle fans can also use the simulator on the Real Foodprint site to share their order tracking results on Twitter.
Restaurants that prioritize consumer interest in climate-friendly practices are part of a larger trend that researchers at PSFK have noted around the evolving nature of consumers’ culinary journeys, and other brands of the industry is also taking steps to educate consumers on higher order issues affecting the world. For example, a chain of restaurants Panera bread created a new “fresh food” label in partnership with the environmental think tank World Resources Institute (WRI) to tell consumers which branded menu items have a low enough carbon footprint to meet WRI standards. In addition, tools such as the Klimato app allow restaurants to calculate the CO2 emissions of each dish they serve.
This article originally appeared in PSFK’s research paper, Restaurant CX Innovation: Delivering Value Through Elevated Services, Hyper Convenience & Curated Recommendations