Saladstop! sees money in going ‘green’
All new outlets in Singapore will be net-zero, with similar plans for Hong Kong.
Singapore-based SaladStop! is building more net-zero stores in the next few years as part of its push to drive growth through sustainable operations.
All new SaladStop! branches in the city-state will be net zero—adding no more greenhouse gases to the Earth's atmosphere than the amount it is taking out—and there are plans to expand it to Hong Kong, says Adrien Desbaillets, CEO and co-founder at SaladStop!, told QSR Media Asia.
“We hope to open a few more [stores] in Hong Kong over the next few years as we finalise the full carbon footprint calculations of all products,” he said via Zoom.
SaladStop!, which started in 2009, operates 75 outlets in six markets—18 in Singapore, 24 in the Philippines, 23 in Indonesia, four each in Hong Kong and Thailand, and two in South Korea.
“I think we can build stores that are net zero,” Desbaillets said. “And yes, we invest a little bit more in fitting those out, but at the same time, we reap the benefits of lower rentals that way.”
SaladStop! is not the only quick-service restaurant (QSR) that has started cutting its carbon footprint by going “green.”
For example, Burger King targets net-zero emissions by 2050, whilst Wendy’s has vowed to use fully sustainable materials in food packaging by 2026. Subway now uses recyclable and biodegradable packaging, as well as energy-efficient equipment such as digital ovens, heating, ventilation, and cooling systems.
Desbaillets said going green is a core part of SaladStop’s operations and brand identity. “It’s very much what we believe in and what drives us as an organisation,” he said. “We do see that putting ourselves out there and having a transparent supply chain, building net zero stores, etc., resonates with the younger generation.”
He said sustainable companies could also build customer loyalty.
“If you would look at our customers, especially Generation Z, they’re looking for companies that try to create change and think differently,” the CEO said. “By integrating sustainability into our brand image, we’re building trust and an emotional connection with our customers.”
Whilst sustainability is core to the brand’s identity, Desbaillets said there are costs involved, including in packaging.
“That might mean about 1%, let’s say, margin erosion in your P&L (profit and loss),” he said. “But then again, I think that very much fits our part.”
He said sustainability goes beyond environmental impact. “It builds loyalty, trust, and an emotional connection with a customer.”
As Asia’s fast-food industry becomes more competitive, Desbaillets sees immense value in learning from other operators and sharing his insights. SaladStop will attend the QSR Media Asia Conference in Singapore on 3 April.
“The whole region is relatively fragmented, so we're looking for solutions that can cross borders and be adopted across all our markets,” he said.
He noted that sustainability priorities also vary by market.
“In Singapore, that conversation focuses on net zero goals, major climate action, and carbon trading credits,” Desbaillets said. “Meanwhile, in the Philippines, people might care more about supporting local farms and reducing carbon footprint.”
Post-pandemic challenges, such as inflation and increased competition, are also affecting QSR operators. More Chinese fast-food chains are entering Singapore, whilst customers are spending more cautiously and affecting margins, even as some players who offer cheaper options benefit, he pointed out.
"Regarding inflationary pressures, we continuously focus on driving greater efficiencies through our stores,” Desbaillets said. “This includes leveraging technology, adopting more efficient production methods, utilising our central kitchen, and streamlining the menu.”
