Feed People Well: J D Wetherspoon

Setting targets

In any sustainability endeavour, it’s crucial to set measurable targets, and this is an area where J D Wetherspoon is particularly effective. In conversation with The SRA, Michelle tells us the overall goals of the organisation are to:

• minimise environmental impact,
• reduce carbon emissions,
• minimise energy consumption and maximise efficiency,
• promote efficient purchasing to minimise waste and allow for material-recycling,
• adopt efficient waste management strategies and stop waste from being sent to landfill, and
• minimise any emissions or effluents that may cause environmental damage.

“The company has committed to achieving net-zero emissions in the UK and Ireland by 2050 and, if possible, will reach this goal sooner,” says Michelle. “In January 2023, the company committed to the Science Based Targets initiative (SBTi) for all pub operations and our global supply chain, in line with attempting to avoid the worst effects of climate change.” By agreeing to science-based targets, the company is deliberately following a credible and scientifically verified carbon-reduction pathway. Under SBTi, Wetherspoon has committed to: 

• reduce absolute scopes 1 and 2 GHG emissions 80% by FY2033 (from an FY2019 base year).
• reduce absolute scope 3 GHG emissions 59% within the same timeframe. 
• reduce absolute scopes 1, 2 and 3 GHG emissions 90% by FY2050 (from an FY2019 base year). 
• reach net-zero GHG emissions across the value chain by FY2050. 

Michelle mentions the challenges involved in maintaining a state of continuous improvement. “Initial investment is a short-term challenge, although we do find that several initiatives save money in the longer term.” More demanding is the ongoing work of measuring and reporting, as well as supply chain management – understanding where issues around carbon emissions, regulation, employment and biodiversity are occurring within the supply chain, then working with current suppliers (or finding new ones) to create long-term sustainable solutions. Not to be deterred, Wetherspoon keeps moving in the right direction, one step at a time.

Always striving to improve

Wetherspoon’s ethos of continuous improvement filters into feeding people well. “The philosophy is to ensure that every item is ‘best in class’ and to strive to improve each item, meal and/or process consistently,” says Michelle, “including nutrition, taste and presentation.”

The goal is to provide a balanced menu that ticks a number of boxes: increasing sales, offering customers variety and choice when it comes to nutritional and dietary preferences and providing transparency of information so that they’re empowered to make informed decisions about their food.

Here again, Wetherspoon’s commitment to working towards ambitious and measurable targets is particularly impressive. These include:

By November 2027, at least one option in each menu category containing no more than 50% of the total recommended daily intake for calories, sugar, fat or salt. 

By November 2027, the average of all dishes in each category being no greater than 30% of the total recommended daily intake for calories, sugar, fat or salt. 

Set and work towards maximum calorie levels for each menu category, as follows:

• main meal (adult) – 1,400 kcal (70% of recommended daily kcal, female) 
• dessert (adult) – 625 kcal (31% of recommended daily kcal, female) 
• small plate – 500 kcal (25% of recommended daily kcal, female)

Provide menu options (all menu templates) for the following dietary requirements: 

• vegetarian meal options (including vegan options) – not under 33% of menu choices 
• vegan meal options – not under 15% of menu choices 
• no-gluten-containing options – not under 25% of menu choices 
• no-dairy-containing-ingredient options – not under 40% of menu choices 
• under 500 kcal options – not under 33% of menu choices 
• less than 5% fat options – not under 25% of menu choices 

Targets are meaningless if they’re not accompanied by action plans. To achieve the above targets, the pub group has committed to: 

• tracking the levels of calories, sugar, fat and salt and not increasing the average consumption (by dish) of any of these, across the menu as a whole;
• offering a lighter or small-portion alternative for all categories and meal occasions, including desserts and snacking;
• ensuring that vegetables and/or salads are available on all menus;
• offering healthier alternatives for side orders on all menus, such as side salad and jacket potatoes;
• offering the option, where appropriate, of a smaller meal, by offering a lower price without side orders (e.g., just-a-burger) or smaller-portion-size meals (like small fish and chips);
• removing artificial flavours and colours and as many of the 14 major allergens as possible; and
• ensuring that all meals are nut-free. 

In addition, when it comes to children’s menus, it will: 

• monitor calorie, salt and sugar levels in all food and drinks specifically marketed at children;
• provide a children’s menu offering credible healthier choices, with controlled levels of salt, added sugar, saturated fat and total fat;
• support and promote the five-a-day message for fruit and vegetables – all children’s meals will be served with two portions of vegetable or a side salad, plus a fruit portion;
• promote healthier choices, wherever possible, highlighting these on menus;
• not offer or promote to children fizzy drinks or any other drink which falls under the
  soft drinks industry levy (SDIL); and
• ensure no artificial flavours or colours are included in any food marketed at children. 

An evolution, not a revolution

J D Wetherspoon plans to continue making small improvements to menu items. “It is a philosophy of evolution, rather than revolution, based on customer and employee feedback and general market trends.” Some recent examples include introducing a 10" deli wrap range, ramen noodles, additional vegan breakfast options and improvements to the children’s menu. 

To enable customers to make informed choices about what they’re eating, full dietary/nutritional information and ingredients for all menu items are listed on the website, the Wetherspoon app and the customer information screen located in every pub. “This information can be filtered by allergen exclusion, vegan and vegetarian choices, as well as by calories and carbohydrates,” explains Michelle. Printed dietary menus are also available in pubs for vegan, vegetarian and for lighter-choice meals (those under 500 kcal and/or 5% fat or less). 

In a good example of ‘nudging’, the most recent menu change updated the way in which accompaniment choices for main meals are listed. For example, the side dishes available for a steak are now listed in the following order: salad, Mediterranean salad, jacket potato, mashed potato, then chips. “The change was made to highlight and encourage healthier options,” says Michelle. “Previously, chips had always been listed first.”

Other notable initiatives include:

• Offering a lighter or small-portion alternative for all categories and meal occasions, including desserts and snacking. In many cases, this is the option of a smaller portion of an existing favourite, such as fish and chips. On the current menu, 21% of the dishes are under 500 calories, while 19% are ‘5% fat or less’.
• Improvements to the children’s menu led to Wetherspoon receiving first place in the ‘Out to Lunch’ league table, compiled independently by the Soil Association. Among the scoring criteria are healthy options, food quality, value, sustainability and provenance. 
• Offering all employees – irrespective of length of shift or job role – a complimentary meal while at work. “Feeding your employees well is as important as feeding customers well,” says Michelle.

The Food Made Good Standard at Wetherspoon

Wetherspoon first signed up to the Food Made Good Standard in 2016, completing their third evaluation in early 2024. As would be expected of a company that sets measurable sustainability targets as a matter of course, they’ve seen their score increase significantly each time they’ve completed the process, earning that invaluable third star this year. The tailored guidance offered by the Food Made Good Standard has helped steer this progress.

“The Food Made Good Standard provides a good reference point of ‘what good looks like’,” says Michelle. “This holds the company to a high standard, providing both encouragement and challenge over where improvements can be made.”

“Allow yourself plenty of time to complete the questionnaire, since it is extensive and you may need to involve several people in your company,” says Michelle. “It’s also worthwhile using the complimentary support service that The SRA offers to help you through the process.”

Spreading the word

J D Wetherspoon also recognises the value of sharing measurable, honest progress with everyone from customers to stakeholders. “An important form of communication is the magazine, Wetherspoon News,” says Michelle, “which is available in all pubs and online and has an estimated readership of over two million people per issue.” Published four times a year, this magazine provides customers, shareholders and employees with news and features about the pubs, employees and products on sale, along with broader business information around areas like regulation, sustainability and company performance. The majority of issues contain an update around sustainability initiatives; this might include recycling, energy-efficient equipment and design, the supply chain and/or employees’ development and qualifications.   

More detail can be found in the ‘About Us’ section on the Wetherspoon website, where biannual reports cover everything from community work and staff well-being to product sourcing, animal welfare and waste.

For more information about J D Wetherspoon, visit their website. Learn more about why Feeding People Well is part of the Food Made Good Framework here, or drop us a line at standard@thesra.org to find out how the Standard can guide and support your business in your own continuous improvement.