Eurest, a division of Compass Group and a global leader in food and support services, aimed to introduce a new restaurant concept focused on sustainability. This concept would enhance Eurest's portfolio when tendering to potential clients, demonstrating a commitment to ethical and environmentally conscious practices. The concept needed to showcase sustainable values and foster a positive impact on both the environment and local communities.
The challenge was to develop a restaurant concept that clearly conveyed Eurest’s dedication to environmentally friendly practices while engaging customers and addressing local community issues. This concept had to be versatile, capable of scaling across different locations, and reflect Eurest’s mission to promote sustainability at every level of its operation.
To meet these goals, we developed a new brand and concept named Seeded. This name, symbolising growth and connection to the natural environment, provided a foundation for the brand’s ethos. We established clear value pillars alongside a flexible, tiered programme that could be adapted to different budgets and needs, ensuring sustainable solutions are accessible for all. These tiers include commitments such as prioritising local produce when possible, empowering chefs to minimise food waste through creative dishes, and providing sustainable meal swaps like meat-free options – with each tier educating customers on the positive impact of sustainable choices, reinforcing Eurest’s dedication to a greener future.
