Burger King is a typical fast$-$food restaurant chain, where people drop in to eat a quick and cheap meal. Price, taste, effective service, etc. would be among elements for customers to choose Burger King as a place to buy food. Nevertheless, even among customers at such restaurants, environmental concerns play an increasing significance in behaviour and choice. However, before launching sustainability projects, URG wanted a more strategic consideration of such projects. URG considered starting another project for their Burger King restaurants, related to the UN$$s SDG of $$Responsible consumption and production$,$ and more specifically on the topic of food waste at the Burger King restaurants. As part of the initial start of the project on food waste at the Burger King restaurants in the Nordic countries, they wished to gain more knowledge on topics related to consumer behaviour and preferences. URG is fully aware of being a part of a larger company $($Umoe$)$ and a large international chain $($Burger King$),$ and that they have to take into account expectation, direction and guidelines from these. Experience from previous projects on more sustainable products and processes have mostly been successful, innovation projects being an instrument often used for changing the organization$$s products and processes. The executive team and the board have an upcoming seminar for discussing and developing their strategy towards projects for a more sustainable development at URG. They are eager to learn more on how to obtain more value creation for their projects. To gain a more systematic insight into preparing and conceptualizing a project for creating value, they would like an $$outsider view$.$