The Hardest Part of Building a Sustainable F&B Brand That No One Talks About.

It’s easy to believe that the hardest part of running a sustainable fast food business is the food itself. Sourcing organic ingredients, reducing waste, balancing price points—all of these are real challenges, but they aren’t the silent killer of brands trying to do good in the fast-casual restaurant space.

The hardest part, the part that no one talks about, is culture.

Not the kind of culture you find in glossy marketing campaigns, but the deep-seated habits and expectations of customers, suppliers, landlords, and even employees. Culture dictates how we eat, how we spend, and, most importantly, what we’re willing to compromise on when it comes to food. And despite the best efforts of mission-driven brands, the reality is that most people still choose convenience over sustainability, even if they say otherwise.

The Convenience Paradox

Search “best restaurants near me” on any given day, and the results will likely be a mix of fast food chains, high-end establishments, and a handful of health-conscious spots trying to hold their own. The problem is that despite the rise of interest in healthy food, the expectation remains that it should be just as fast, cheap, and available as its mass-produced counterparts. Sustainable fast food is an oxymoron in the eyes of most consumers.

Wandr, like other brands in this space, exists in a middle ground that shouldn’t be so difficult to occupy. Our food is fast, but it’s not ultra-processed. It’s healthy, but it doesn’t sacrifice taste. It’s made with integrity, but it’s not exorbitantly priced. Yet, the hardest part is convincing customers that food made with fresh, consciously sourced ingredients should be the standard—not an exception they only indulge in when they feel like “being healthy.”

The Economics of Ethics

Building a sustainable fast food business means wrestling with a cost structure that isn’t built in your favor. Large chains benefit from scale, supplier contracts that drive costs down, and a supply chain optimized for price—not ethics. A small business that refuses to cut corners faces a different reality.

Take packaging, for instance. A plastic-free, biodegradable bowl might cost five times what a standard plastic container does. A chicken raised without antibiotics and fed a natural diet is exponentially more expensive than its industrial counterpart. Landlords in the UAE often favor chains that can commit to higher rents and multi-year leases. These aren’t just obstacles; they are systematic barriers that make it harder for brands that want to do the right thing to survive.

Fighting the “Vegan Restaurant” Stigma

Another unexpected challenge? Labels. A menu full of plant-forward, nourishing meals shouldn’t automatically categorize a restaurant as exclusively for vegans. Yet, that’s often what happens. The moment a customer perceives a restaurant as a “vegan restaurant,” it risks being dismissed by the mainstream as a niche offering rather than a place for everyone. This perception, deeply rooted in cultural eating habits, creates an additional challenge for fast-casual restaurants that aim to normalise healthy, sustainable food for all diets

The Slow Food Struggle in a Fast-Paced World

At Wandr, our ethos is built around the idea of slow food, fast. But let’s be honest—most people don’t want slow food, even if it’s fast. The expectation of instant gratification, especially in urban hubs like Dubai, means that even a three-minute wait can feel like an eternity. Customers want food that aligns with their values, but they also want it to be ready before they even walk through the door.

And that’s the paradox: businesses like ours are built for people who say they care about sustainability and quality, but the industry is still shaped by those who prioritise speed and convenience above all else. Brands like Sweetgreen have faced similar hurdles in the U.S.—trying to balance efficiency, sustainability, and scalability, only to find that even the most well-intentioned customers often fall back on old habits when time is tight.

Redefining Success

The hardest part of building a sustainable fast food brand isn’t just surviving—it’s shifting expectations. It’s teaching people that healthy food isn’t an occasional splurge, that fast-casual restaurants can be both ethical and efficient, and that searching for the “best restaurants near me” should include places that are genuinely trying to change the industry.

Wandr was never meant to be just another option in the food court. We’re here to prove that sustainability and accessibility don’t have to be at odds. But until culture catches up, the battle to build a better food system will be as much about changing minds as it is about serving meals.