Introduced in 2020, the Michelin Green Star identifies restaurants that distinguish themselves through their commitment to sustainability. This research examines the contribution of sustainable practices in creating memorable customer experiences, with a focus on Michelin restaurants that have been awarded the Green Star. Qualitative interviews were conducted with Star restaurant managers, owners, and chefs in twelve countries around the world. The analysis shows that memorability of experience in these restaurants is possible by investing in functionality, authenticity, emotionality, engagement, expressiveness, and sustainability, the latter created through partnerships between local suppliers, chefs, staff, and customers.
