Today, logistics activities are driven by the pressing need to simultaneously increase efficiency, reduce costs, and promote sustainability. In our research, we tackle this challenge by adapting a general vehicle routing problem with deliveries and pickups to accommodate different types of customers. Customers requiring both delivery and pickup services are mandatory, while those needing only a pickup service (backhaul customers) are optional and are only visited if profitable. A mixed‐integer linear programming model is formulated to minimize fuel consumption. This model can address various scenarios, such as allowing mandatory customers to be served with combined or separate delivery or pickup visits, and visiting optional customers either during or only after mandatory customer visits. An adaptive large neighborhood search is developed to solve instances adapted from the literature as well as to solve a real‐case study of a beverage distributor. The results show the effectiveness of our approach, demonstrating the potential to utilize the available capacity on vehicles returning to the depot to create profitable and environmentally friendly routes, and so enhancing efficient, cost‐effective, and sustainable logistics activities.