Café de Coral Fast Food promotes carbon reduction with new mobile game

Café de Coral Fast Food has unveiled a new carbon reduction mini game on the Club 100 mobile app and its partnership with OmniFoods and Carbon Wallet as part of its latest sustainable initiatives. 

This comes as part of Café de Coral’s green vegetarian carbon reduction promotion. To encourage customers to go green, the new carbon reduction mini-game on the Club 100 mobile app, aims to offer multiple rewards to customers for any purchase of “Plant-based Fish Fillet Baked Rice” or “Healthy Pick Meal”. 

In a conversation with MARKETING-INTERACTIVE, William Tsing, corporate director, branding and marketing, Café de Coral Holdings, said the initiatives also aim to help the brand reach the younger audience.

"Nowadays, we want to use action to show our commitment to the environment and our future consumers. We understand the younger generation does not only pursue the taste and physical satisfaction of our products, but they also look for spiritual alignment with the brand's values," he added.

He also said eating plant-based fish baked rice to participate into this stamp collecting game gives customers a better idea of daily action counts in contributing to sustainable futures. "'997g of carbon reduction' after one’s green diet can also extend to other life aspects of green living that we may not aware of."

Within a highly competitive marketing landscape, Tsing said it is essential for marketers to keep up with new trends in the market and point to a positive direction, and help brands create marketing opportunities .

From 9 May until 23 June, customers who dine on the new low-carbon product “plant-based fish fillet baked rice, or healthy pick meal, during lunch or dinner will receive one carbon reduction medal (i.e. one Club 100 E-Cash). Every three carbon reduction medals can redeem two e-vouchers. 

The newly launched “Plant-based fish fillet baked rice” is made with high protein OMNI plant-based fish fillets and served with nutritious stir-fried brown rice. According to the calculations provided by Carbon Wallet, one vegetarian meal produces less carbon emissions than a non-vegetarian meal by an average of 997g, meaning that every bite contributes to reducing carbon footprint.

Furthermore, the top 10 customers with the most patronage will be awarded the title of “Carbon Reduction Master”. Each master is eligible to receive one month of free unlimited access to the brand’s vegetarian baked product series. 

Café de Coral Fast Food is also collaborating with Green Common and Carbon Wallet to bring a series of “Green Welcome Offers” to members.  

Piony Leung Ho-ting, CEO of Café de Coral Group, said, “Café de Coral Group has been actively promoting sustainable development in recent years by implementing green operation measures in various aspects. Vegetarian and low-carbon products not only promote sustainable development, but also have market potentials."

"Therefore, the Group's brands will continue to develop and launch more vegetarian and healthy menu options, in order to provide customers with more tasty and healthy eco-friendly choices. For the new “Plant-based Fish Fillet Baked Rice”, we are using OMNI's plant-based fish fillets, which can help to reduce carbon emissions. By offering more low-carbon options, we hope to build a green lifestyle and a sustainable future together with our customers," she added.

Don't miss: Café de Coral and Hello Kitty promote green lifestyle with new campaign

On the other hand, to align with the global trend of plastic reduction, 380 outlets across all the brands under the group switched to non-plastic takeaway cutlery starting from 16 April and launched a popular limited edition Hello Kitty cutlery set to promote greener lifestyles. 

Eight outlets also piloted the “Bring Your Own Cup” scheme from 16 April, where customers may choose to bring their own cups for beverages, minimising the use of disposable utensils. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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