Executives with Ted's Montana Grill discussed the financial incentives of going green and where the company can do better. Sometimes paying a little extra is OK: "You're putting Coca-Cola or a glass of ice tea in there. Those are the highest-profit items in every restaurant. So, yes, you are cutting your margin. The drink you're charging $2.50 for costs you 25 cents with the cup instead of 15 cents," CEO George McKerrow said.