Maxim's Group's Japanese Chain Restaurants introduces green menu items this Earth Day

Maxim's Group's Japanese Chain Restaurants (JCR) is diving deeper into sustainability of the local food and beverage industry by introducing green menu items and various green catering operational measures.

As part of JCR's new "Be Green, Live Green" campaign, brands under JCR are offering an array of “Green Choice” menu options to provide customers with more diverse green dining choices to align with the theme of this year's World Earth Day, "Invest in Our Planet". The campaign aims to enable diners to easily adopt a green lifestyle in their everyday life, encourages them to eat more vegetables and consume less meat, so as to reduce their carbon footprint for a better planet.

The green menu items include Uoharu's (魚治) Pacific Place store's OmiPork sando and Bagna Cáuda; YAKINIKU LIKE (燒肉LIKE)'s vegan Karubi and Harami vegan meat set. Meanwhile, Nakame No Teppen (中目黑) is offering Robatayaki vegetables and thick fried tofu. Obihiro Hageten HK (帯広はげ天) is offering Hokkaido soup curry with assorted vegetables and assorted vegetables cooked in paper pot. Furthermore, Genki sushin (元気寿司) will be providing seaweed tempura with avocado hand roll and udon with sweet beancuru, whereas Uo-show (魚尚壽司) is offering associated veggie and egg Makirrito.

Apart from offering green menu, JCR has also launched other initiatives, including integrating sustainable development elements in its restaurant design and operations models, which includes measures to improve energy and water efficiency. Furthermore, some of the brands under JCR have deployed "Mobile order and Pay" system, where customers can browse the menu, place orders, make payments, and receive electronic receipts directly via their mobile phones. On top of convenience, it also aims to help reduce the use of paper, a simple means to help save the earth.

JCR's subsidiary, Genki Sushi, is also committed to promoting the concept of "Kids Helping Kids". For every purchase of a "Kid Sushi Set", Genki Sushi will donate a portion of the proceeds to the Hong Kong Federation of Youth Groups (HKFYG) and work diligently with Genki’s small customers to support HKFYG’s “Learn with Fun Programme” to enable children in need to participate in the programme while cultivating empathy among children and raising their awareness of giving back to society.

The programme covers various STEAM workshops that make use of recycled and specially processed materials to inspire children's creativity, unleash their potential, and integrate play into learning, so as to cultivate their environmental awareness and foster their whole-person development.

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Yip Yuk Hong, general manager of JCR's Japanese Chain Restaurants at Maxim's Group, said, “We believe that a sustainability-based business model is not only integral to our long-term business development, but also fosters improvement of our community as well as the environment. With this in mind, we hope, by launching activities and measures with green elements during the ‘Be Green, Live Green’ Campaign, to encourage more industry peers to embrace the green concepts and collaboratively bring more positive impacts to the industry and customers, making a collective contribution to sustainable development.”

"Over the years, we have been devoted to promoting and implementing sustainable measures to reduce carbon footprint. As a member of the community, JCR continuously finds ways to improve our operations model with sustainability in mind. We strive to make positive impacts on the community and our environment through participating in various community activities and developing our talent,” Yip added.

MARKETING-INTERACTIVE has reached out to JCR for more information.

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