Grupo Smile
A Sustainability Strategy Put into Action
CONTEXT
Grupo Smile was interested in exploring how its restaurant business could generate a positive impact on people and their surrounding communities—but they didn’t know where to start.
While there had been some support initiatives for specific team members, strong relationships with suppliers, and openness from the partners to define how to create value beyond profits, there was no clear path forward.
CHALLENGE
Despite a genuine intention to generate value beyond business, the organization lacked clarity about what it truly meant to be a sustainable company—or where to begin. The challenge was to build a shared vision, identify priorities, organize existing practices, and integrate sustainability as a way of operating, rather than simply meeting compliance requirements.
SOLUTION
Actual supported the design of a sustainability strategy aligned with Grupo Smile’s values, culture, and operations. Action lines were defined to address key areas such as talent development, supply chain, organizational culture, and impact communication. At the same time, the sustainability department was structured, a leadership profile was defined, and its implementation was supported.
Actual also led the B Corp certification process, which helped highlight good practices, formalize processes, and align the team around a shared purpose. As a result of this process, new initiatives emerged—such as La Academia, an educational project developed through a sustainability lens to strengthen talent in the gastronomy sector.
IMPACT
The project resulted in a structured sustainability strategy with clear leadership, defined action lines, and real implementation capacity. Grupo Smile achieved B Corp certification, formalized practices that were already part of its culture, and strengthened its impact narrative.
Throughout the process, sustainability workshops were held with leaders from various departments, generating ownership, new ideas, and a shared language around purpose. La Academia was born from this journey—an educational platform that reflects the group’s commitment to developing human talent in the gastronomy industry.
CONCLUSION
Grupo Smile’s case demonstrated that sustainability doesn't start from scratch—it starts with what already exists. By organizing, amplifying, and building upon what the organization was already doing, it was possible to develop a unique, actionable strategy aligned with its culture.