This paper focuses on consumers’ expectations about how restaurants could better communicate their environmental sustainability operations to their customers. A growing understanding of environmental sustainability challenges in the restaurant industry has increased researchers’ interest in the subject. However, the role of consumers and their participation has been scarcely studied. This article uses a qualitative approach to analyse the consumer perspective of restaurants’ environmental and greening initiatives. The data consists of semi-structured interviews from the capital area in Finland. The data suggests that environmental friendliness adds value and builds a good image for the restaurant and food service company. The finding refers to the importance of marketing and communication. The visibility of the organisation’s processes and easy access to environmentally friendly food-related information is a powerful branding technique and can guide customers to make more environmentally friendly choices.