It’s about more than the food

Food shots, photos of the owners and some copy do not make a particularly creative ad. But what makes this ad noteworthy is that it’s as much about Ted’s Montana Grill being eco-friendly as it is about the restaurant’s food. It’s similar to the way Chipotle Mexican Grill positions itself in advertising as a socially responsible marketer. That’s not exactly a trend yet in the restaurant business, but growing concern about the environment and other social issues could prompt more restaurants to market themselves as good citizens as well as good places to eat.