Innovation

Copper Branch is an entirely plant-based fast-food restaurant catering not just to vegans and vegetarians, but to flexitarians and reducetarians – those who reduce their meat and animal product consumption for their health, not necessarily for ethical reasons. The founder and CEO, Rio Infantino, spent years in the fast-food industry, working for McDonald’s. After facing health challenges of his own, he made some decisions that led him to own 16 Subway locations. Subway was marketed as a healthy fast-food alternative at the time, and Infantino was looking to help provide healthier alternatives to consumers. As his career progressed and consumers as well as Infantino became more educated in whole, organic ingredients used to make food; he realized it was time for a change.

As Infantino considers himself a reducetarian/flexitarian, he wanted a place people could go to, people like him, that were on the go but wanted healthier to-go options. Then came the idea of Copper Branch, a fast-food restaurant with a mission “To Empower, Energize and make people feel their Best. Serving our community whole foods, plant-based, good for you and our planet”. With that being said, Copper Branch achieved Goal 3 of the UN Sustainable Development Goals with good health and well-being because this entire business innovation is to benefit and provide healthier replacements to consumers.

Inspiration

The inspiration behind the Montreal Canadian-owned eatery that Forbes calls “The world’s largest plant-based restaurant chain,” Copper Branch, is to provide the community with quality whole foods in the fast-food industry with an environmental focus. The name “Copper Branch” was inspired by a mix of elements of gourmet copper cookware and the word “branch” to represent their social and environmental values and ties to their community. The business owner behind the name was inspired “in the wake of the growing plant-based movement” and wanted to promote getting back to basics. Three core values guided him; to serve chef-inspired flavors, power foods that nourish and promote longevity, and exemplify care and responsibility towards the planet and society. Copper Branches core values are in line to achieve the United Nations Sustainable Development Goals of consuming and producing goods and services responsibly, promoting good health and well-being, and taking action towards climate change. All restaurants are aesthetically pleasing in convenient locations with fast-casual service to encourage organic plant-based food consumption in the community. Copper Branch is deeply invested in providing healthy plant-based food options for their community and stocks their menu with strictly 55-60% organic items baked, not fried, in a combi oven. Their goal was to show people how eating whole plant-based foods can taste good, be beneficial to the health and wellness of the environment and consumers.

Overall impact

With Copper Branch coming onto the scene with their wide variety in meal choices, as a business, they certainly stand out from most restaurants that are around. With Copper Branch catering to vegans, vegetarians, flexitarians and reducetarians the impact this franchise has had on the business has been crucial. Copper Branch is inspired by the wake of the growing plant-based movement. With Copper Branch offering a 100% plant based menu this allows the innovation of Copper Branch as a company to have massive impacts from the business standpoint. The innovation of Cooper Branch not only has played a big part filling the market for an all plant based menu, but the innovation of this business also allows people in society to look and realize that they promote positive implications toward environmental sustainability by reducing the need for animal farming substantially.

Copper Branch takes great pride in taking care of the environment by assuring environmentally conscious store build out, recyclable packaging and as well implementing energy efficient operations within their restaurants. Some of the short term effects within society that Copper Branch wants to continue to push is promoting as much organic and non GMO as well as their gluten free ingredients that they offer. As well as energizing their customers with their quality foods. Long term effects they wish to have on society is eventually continue to expand and open up more locations around Canada and eventually around the world. Copper Branch wants to continue to grow the wholesome plant-based foods and also really change the perception of how a plant-based food is perceived for a mainstream customer.

Business benefit

Perhaps the biggest hurdle for those seeking to enjoy a vegan diet is accessibility to vegan foods. When you are out and about, the easiest options are usually fast-food chains, such as McDonalds and Dairy Queen. These chains serve unhealthy foods produced in ways that create negative environmental impacts. Copper Branch offers quick and easy to go options as a fast-food chain but serves food that eliminates the negatives of meat production and consumption. This aspect of Copper Branch supports Goal 12 of the United Nations Sustainable Development Goal of Responsible Consumption and Production. These benefits are not only positive for their customers who eat at Copper Branch, but also for the rest of society who will indirectly benefit from a healthier and environmentally friendlier society. Additionally, Copper Branch is one of the first food chains to offer a menu that is exclusively plant based. Being a first mover in this fast-food niche gives them an edge over any new competitors seeking to enter the space and positions them well for further growth. The business model and practices that Copper Branch uses promotes sustainable economic growth and productive employment, which is Goal 8 of the United Nations Sustainable Development Goals. Copper Branch will also benefit over time, as more consumers become aware of the many benefits plant-based diets offer, which will in turn increase their customer base.

Social and environmental benefit

With Copper Branch being an utterly vegan organization and chain of restaurants, every day, they are promoting positive ramifications toward environmental sustainability by extensively diminishing the need for animal farming. As they continue to grow and support the plant-based movement, they positively affect both the environment and their community’s health. With many of Copper Branch’s initiatives, an environmental component is always considered, and the business has taken many pro-environmental initiatives to reduce its ecological footprint. Environmental consciousness is a critical factor in every Copper Branch store and is why they include ecological operations such as their Mission Brand and Loyalty program in their business. The water bottles are made through compostable plastic, and with every purchase, a portion of the proceeds are donated to One Tree Planted, a non-profit that focuses on reforestation. Likewise, Copper Branch has partnered with the Rainforest Trust to help protect tropical ecosystems and wildlife. Their loyalty program, where customers can collect points and make purchases, donates a portion of the transaction to the Rainforest Trust.

Interview

Leah Garland, Franchise Co-owner