Lesson Five
For the pilot launch of Bon Appétit’s Circle of Responsibility marketing campaign highlighting our sustainability initiatives, I had a big poster-sized board made blaring the headline “Circle of Responsibility” and the program mantra, “At Bon Appétit, we take a macro view of wellness. We believe a healthy environment, community, and menu are all vital to the well-being of our guests.” I also printed trifold brochures detailing our commitments to the environment, community, and personal health and had them all placed at the entrance to a café at a busy corporate campus.
During a focus group of frequent café guests, I started by asking if they were interested in corporate social responsibility, environmental ...
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