The loyalty scheme aims to educate and encourage customers to make more environmentally conscious purchasing choices.
Initially the scheme will encourage lower carbon food choices by targeting vegetarian and vegan offers. The scheme will then expand to include plant-based milk and reusable items.
Charlotte Wright, head of corporate responsibility & sustainability at Elior UK, said: “Reducing environmental impact is hugely important to us as a business and with consumers now more aware than ever of the ethical and environmental impact of goods and services this is a timely introduction.”
When a customer has collected ten eco points they are notified that their conscious purchasing decisions has enabled a tree to be planted which helps to remove CO2 from the atmosphere.
Amanda Bronkhorst, founder of JUST ONE Tree, added: “I am thrilled that Elior UK is taking this proactive route to help save our planet.
“At JUST ONE Tree we focus on planting trees in areas severely affected by deforestation to maximise the effect on reducing global warming. In the process we help to provide agricultural education and sustainable incomes to the local community members.”