Bottled water is an important part of restaurant service and profits. But according to a recent exhibit at the American Museum of Natural History in New York, approximately a quarter bottle of oil is used in the creation, manufacturing and shipping of every bottle of water we drink. With the average North American drinking over 21 gallons of bottled water a year, this seemingly innocent consumption leaves a very large carbon footprint. So how can environmentally minded restaurateurs address this issue? Many have adapted by going, “local” and serving high-end tap water, which they filter and carbonate themselves.
For years, there have been filtration companies like California’s Seychelle, but its equipment only provided still water. While there are now water companies like Natura and Everpure that offer complete filtering and carbonation systems, previously, it was difficult for restaurateurs to find a way to add carbonation. Just over two years ago, when Berkeley’s legendary Chez Panisse first decided to filter and carbonate its own water, General Manager, Mike Kossa-Rienzi had to cobble together a system using components from McCann’s Engineering & Mfg. Co., a leader in the soft drink dispensing business.
Natura, based in Los Angeles, entered the water business in 2005 to offer a luxury product that is also socially conscious. The company uses a three-step water purification system, removing chlorine, particles and heavy metals, while retaining magnesium, zinc and calcium, minerals that help give water a nice taste. The water is first purified using two high-carbon filters and then by UV technology. Natura is currently the only company in the country consistently using UV lights to filter water. This UV process helps make the water 90 percent pure. By comparison, according to the company’s COO, Tim Gaglio, Pellegrino water is only 70 percent pure. The water’s journey begins in a stainless steel purification box that hosts a series of high-tech filters. It then goes through the UV radiation chamber. From there, the water flows through a refrigerationmachine that chills it.
Finally, it continues through a carbonation chamber where it may be converted to sparkling water. The water is served through three spigots, each offering a different type of water: room temperature still, cold still and cold carbonated.
Restaurants can control the amount of carbonation in water and a liter bottle can be filled within 8-10 seconds. Although Natura’s machines are for sale, they’re normally rented. Rental prices include regular monthly maintenance, installation, water testing and free reusable Natura-branded water bottles. For an added fee, Natura customers can have the bottles co-branded with their own logos. The only element Natura does not provide in its rental contracts are CO2 replacements.
As a principal in the company and also a restaurateur in his own right, Tim Gaglio explains why he believes in and uses Natura’s equipment in his own restaurants. “I now give better prices to diners for their water because filtering my own tap water costs me less money than bottled, so I can charge them less. I offer it to my employees as well, and not forced to pay large amounts of money to keep them in bottled water. With the co-branded bottles, I’m now promoting my own restaurant’s logo instead of Pellegrino’s. And finally, without having all the bottled water to store, I’ve freed up more storage space and am paying less for carting costs.”
John Riccardo, general manager of Michael Mina’s Bourbon Steak in Miami, is also a fan of the system. “Here in Florida, most restaurants are forced to filter their water because our water source is so bad,” he says. “Natura is the best filtered water I’ve ever tasted. It is user friendly and the sparkling water option is cool.”
Natura water, which costs restaurants pennies a bottle to make, can be sold to diners at significant profit. The company gives its clients advice on how best to market it. The right sales pitch can turn diners who are unhappy about paying for what to them seems like “free” water, into customers who appreciate getting a good deal on water, while also doing their part to help the environment.
The landscape in the restaurant industry’s water environment is about to change, as Chicago’s Everpure will soon be giving Natura some strong competition. Everpure has been in the water business for 75 years and provides filtered water to international companies such as Starbucks and McDonald’s. This July, the company is adding to its product line the Exubera Pro Premium Carafe Water System, a product that carbonates and chills filtered tap water.
Everpure’s process is different than Natura’s. The company prefers to start with a detailed analysis of a restaurant’s water. It learns which chemicals and contaminates are present, then works with the client to determine what the water should taste like. The company’s senior marketing manager, Roy Parker, explains that minerals, alkalinity, chlorides, hardness and chlorine all affect water flavor, “How you choose to manipulate the water’s different attributes allows you to give your water a specific taste,” he says. The company can even work to make local water taste like a specific brand of bottled water, by choosing which minerals in what ratio to leave in the water.
For filtration, Everpure usually recommends either triple filtration or reverse osmosis. Triple filtration goes through carbon and membrane filtration. The carbon filters take out chemicals like chlorine and then the membrane filter takes out particles. Parker says that although Everpure does offer some UV filtering as a disinfectant, the company doesn’t feel it’s needed in the United States, since most municipal water here is already treated with chlorine.
The reverse osmosis system strips out everything from the water, creating clean but flat-tasting water. The process uses high pressure and ultra-fine membrane filters.
Everpure will only be selling its equipment at first, but may offer leasing options in the future. Like Natura, the company tries to make the process as easy as possible for clients. Its turnkey solution offers water testing, determination of how the water should be treated and machine installation. Also like Natura, Everpure will help restaurants train their waitstaff in how to best market the water to customers. Everpure can help set up arrangements with approved vendors for maintenance, CO2 and any merchandising of personalized carafes or coasters that a restaurant might want.
Water filtration and carbonation systems are great for the environment and in the long run can be economical. But if installing a system is currently beyond the means of your restaurant, and you’d like to take a smaller step toward going green, try switching from imported bottled water to a domestic brand. Water bottles in North America don’t use as much oil for shipping as those from other continents. Their source may not be as “local” as your tap, but they’re closer than Fiji. And, every bit helps.
NATURA – Despite the many chambers Natura water travels through, units are relatively compact. The average restaurant-sized machine runs approximately 18.5†x 11†x 18†and weighs about 70 pounds. The company currently makes six models in various sizes and weights, including a small unit for homes and a large mobile unit for catering offsite events. While machines can be purchased, Natura usually rents its products. Typical restaurant-sized machines rent for a monthly fee of between $450 and $550.
EVERPURE – Everpure offers both under- and over-the-counter Exubera Pro Premium Carafe Water Systems for carbonation. The under-the -counter’s dimensions are 20†x 14†x 24†because it has its own elegant faucets attached. The filtration systems, which come separately, run approximately 26†x 21†x 6,†but do not have to be mounted near the Exubera Pro. Initially, Everpure is only selling its equipment, but may offer a leasing option in the future. Prices range from $3,500 to $5,500 for Exubera Pro models. Filtration system run another $700 to $1,500, depending on the type and level of filtration needed.
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