New KFC coffee cups an ingenious push toward sustainability

Sustainability has been a buzzword in the business world for some time now, but how important is it to consumers really?

For instance, with many U.S. households struggling with a sluggish economy in recent years, did shoppers really care about how “green” products were? According to a report from Capstrat and Public Policy Polling, the answer is yes. In fact, during 2010, nearly 60 percent of consumers said a product’s environmental sustainability was a very important factor in their buying decision.

Meanwhile, 56 percent of respondents said they would pay more for products that were environmentally friendly.

With this in mind, appealing to eco-conscious consumers should be something all franchises take into account. The question is how best to go about it. While it may be tempting to slap an organic tag on a product, this type of “greenwashing” can do more harm than good.

“While any effort can be considered positive for the environment, many companies are guilty of ‘greenwashing,’ in which they market themselves as green while merely going through the motions,” stated the Green Industry Analysis 2015 - Cost & Trends report from Franchise Help. “Some companies, for example, tout their organic products but fail to mention the pollution caused by their factories or the energy inefficiency of their supply chain. It is not enough to simply go paperless or use hybrid vehicles; truly green companies will apply sustainable practices throughout their operations.”

Of course, applying sustainable practices in a fun and original way that will stick in the minds of consumers is preferable. Take KFC’s recent introduction of edible cookie coffee cups in the U.K. as a prime example.

“Not only do the edible cups taste amazing, but they smell delicious, too,” Brandy Wright, co-founder of The Robin Group, which created the cups, told The Telegraph. “We've infused different cups with a variety of ambient aromas including Coconut Sun Cream, Freshly Cut Grass and Wild Flowers.”

Not only will these cups appeal to consumers who may want a sweet treat with their coffee, they’re also a unique way to cut down on the use of paper and plastic products at franchise locations.

Think of the future possibilities if these cups take off. Plates and utensils made from edible dough that mimics the taste of a fresh KFC biscuit? Edible chicken buckets that contain piping-hot gravy to pour over your mashed potatoes? Even consumers who may not think of themselves as huge KFC fans may start spending more with the franchise if they care about supporting sustainable causes. Plus, there will be customers who are drawn to the brand because of the novelty.

They say necessity is the mother of invention, and if the trend toward sustainability continues, franchises will need to focus more on inventing new ways to appeal to eco-friendly customers. Based on the way the wind is blowing, it’s becoming more of a necessity every day.