The contribution of sustainable practices to the creation of memorable customer experience: Empirical evidence from Michelin Green Star restaurants

This study aims to examine the contribution of sustainable practices to the creation of memorable customer experiences (CXs) in upscale restaurants, especially Michelin Green Star Restaurants (MGSRs). This research adopts a qualitative approach, employing the Gioia methodology to analyze the interviews with MGSRs’ managers and chefs, as well as the content of the restaurants’ corporate websites. In the findings, we identify the sustainable practices adopted by MGSRs to enhance CX memorability and classify them based on the theoretical dimensions of the hospitality experience. Finally, we propose a framework that integrates the sustainable practices implemented by MGSRs within the dimensions of functionality, authenticity, emotionality, engagement, and expressivity in hospitality CX. In this circular process, the partnerships developed among local suppliers, chefs, staff, and customers play a fundamental role in creating memorable CXs. This study combines and extends the literature on CX memorability and sustainable practices in upscale restaurants and provides practical suggestions to restaurant managers. • Upscale restaurants perform sustainable practices that enhance the memorability of customer experience. • Functionality, authenticity, emotionality, engagement, and expressivity are the experience-based hospitality dimensions. • Local suppliers, chefs, staff, and customers contribute to creating memorable experiences in hospitality. • A circular process combines sustainable practices with experience-based hospitality dimensions.