Unveiling sustainable service innovations: exploring segmentation patterns in Ecuadorian restaurant sector

Purpose This paper aims to analyze the relationship between sustainability practices and the degree of innovation in the service provided by restaurants. The study identifies relevant restaurant segments in relation to sustainable practice-based service innovation so that effective actions to raise awareness and train managers and staff may be developed. Segmentation has been identified as a key tool when designing strategies and proposing actions. Yet, the use of segmentation techniques is still scarce regarding service innovation and sustainability in restaurants. Design/methodology/approach A segmentation analysis was carried out applying the CHAID algorithm from 300 valid questionnaires completed by restaurant owners or managers from coastal Ecuador, where tourism and gastronomy may be drivers of service innovation. Findings A typology of restaurants based on the sustainability-service innovation interrelation suggests three final segments: sustainable innovators focused on the value chain, moderate innovators focused on saving resources and restaurants with a low innovative profile. Practical implications The three segments derived from the analysis present differences in terms of the degree of implementation of sustainability practices, as well as in terms of the demographic profile of the restaurant manager. These segments are measurable, substantial, accessible and actionable, so that tailored initiatives to raise awareness and boost sustainability-oriented innovativeness among restaurant owners/managers may be targeted to each group of establishments. Originality/value The present research provides evidence of the positive relationship between sustainability practices and service innovation in foodservices. The segments of restaurants identified enable the design and implementation of actions that facilitate the transition of less sustainability-oriented restaurants towards more innovative and sustainable business models.