THE AMBIVALENT ALLIANCE BETWEEN SUSTAINABILITY AND RESTAURANT BUSINESS

In the contemporary landscape, the assessment of business performance and societal advancement increasingly hinges on the concept of sustainability. Restaurant operators are now urged to elevate the significance of sustainability and implement measures more earnestly. The incorporation of sustainable practices has become imperative for the advancement of restaurants, and integrating sustainability into the overall business strategy is not only a moral imperative but also a pathway to securing a competitive edge. Yet, effectively managing a business while navigating the delicate equilibrium between sustainability and profitability presents significant challenges and is anything but straightforward. Restaurant operators encounter obstacles when considering the integration of sustainability practices into their business operations. Despite these challenges, there are also notable advantages. Overall, the crucial point is that restaurants have promising opportunities if they choose to embrace sustainability and take a step forward in that direction. This article delves into the discourse on sustainability in prior literature, exploring the factors considered by the researchers. Subsequently, it examines the obstacles that impede restaurant owners from embracing sustainability practices, along with the associated benefits. The final section outlines the opportunities that await restaurants that choose to incorporate sustainability. The overarching goal of this article is to provide restaurant operators with a comprehensive understanding of sustainability in the food and beverage industry, ultimately encouraging them to integrate sustainable practices into their business operations. KEYWORDS: sustainability, green restaurant, dining trends, advantages of sustainability practice, disadvantages of sustainability practice, opportunities in sustainability