In the world of hospitality, sustainability often gets reduced to optics, a few recycled materials, eco labels, or seasonal dishes added to the menu. But true sustainability, the kind that leaves a lasting impact, requires much more than surface-level choices. It requires systems thinking, accountability, and design intent embedded from concept to execution.
At Against All Odds (AAO), we believe sustainability isn’t a layer added at the end, it’s a foundational lens through which every decision is made. From the business model to the spatial layout, every element has a role to play in reducing environmental impact while enhancing guest experience.
That belief shaped our recent collaboration with Glaze Craze, a Saudi-rooted brand that began as an artisanal donut concept and grew into something far more expansive. From day one, we aligned on a core principle: that sustainability should be tangible, not theoretical. The question was never “can we be sustainable?” but “how can we do it in a way that actually works?”
From Wasteful Systems to Circular Thinking
One of the most overlooked contributors to environmental damage in hospitality is operational waste, not just what ends up in the bin, but the invisible waste created by poor planning, overproduction, and inefficiencies across the guest journey.
Our approach began by identifying hotspots in the operation: high-emission ingredients, single-use materials, and vendor partnerships that lacked traceability. We mapped every step from sourcing to disposal and restructured the system around minimization, substitution, and circularity. Ingredients were carefully selected for seasonality and local availability. Packaging became compostable or reusable. The supply chain was refined to work only with vendors aligned in values.
We didn’t aim for perfection. We aimed for progress through practical, data-led decisions.
Design That Works for the Planet and the Brand
A key insight we’ve developed at AAO is that sustainability must not compromise the brand experience. It must enhance it.
For Glaze Craze, that meant designing a space that visually communicated care, freshness, and lightness, the same emotions that define the product. We used natural materials like micro-cement and recycled terrazzo, sourced locally to reduce transport emissions. The layout was intentionally compact to reduce energy use without compromising flow. Every visual cue from signage to lighting was selected for impact, efficiency, and minimal waste.
Even the music selection and olfactory cues were calibrated to evoke comfort and encourage slower consumption. It’s a form of sensory engagement that supports both sustainability and sales because guests who feel emotionally connected are more likely to return, and returning customers are the most sustainable kind.
Human Behavior Is the Final Frontier
One of the most powerful and often ignored tools in sustainable hospitality is behavioral design. You can invest in green materials, but if the flow encourages overconsumption, or if the service model depends on disposability, the sustainability claim collapses.
We embedded cues that nudge both staff and guests toward better habits: clear bins that make sorting waste intuitive, trayless counters that reduce excess ordering, and training materials that turn employees into sustainability ambassadors. These changes seem small, but they’re cumulative. They create a culture, not just a checklist.
The Future of Sustainability Is Design-Driven
We believe the next evolution of sustainable hospitality will be design-led, not compliance-led. It will focus less on certifications and more on experiences that make sustainability feel personal, desirable, and embedded in the brand DNA.
That’s why our method always starts with the business model. If sustainability is not economically viable, it will never last. Our role as consultants and designers is to ensure that every touchpoint, visual, operational, and sensory element reinforces a system that performs for both the brand and the environment.
In the case of Glaze Craze, sustainability wasn’t an afterthought. It became a unique brand asset, differentiating it in a crowded market and deepening guest loyalty.
That’s the shift we need in this region and beyond. Not just restaurants that look sustainable, but ones that are designed from concept to counter to create real value, reduce waste, and resonate with guests on a deeper level.
Because sustainability isn’t a checkbox. It’s a design choice.
By: Zena Hamdan, the Founder of Against All Odds