In a recent online educational session hosted here on Plant Based World Pulse, Menu Engineer Sean Willard shared three innovative “tests” that foodservice operators can trial in their restaurants to boost plant-based menu sales and increase overall business. With the growing demand for plant-based options, these strategies can help establishments successfully integrate new plant-based dishes into their offerings while engaging both staff and customers. 

For those who missed the online session, a recording is available to Pulse Insider members at this link.

As a preview to his live presentation at Plant Based World Expo this week, Sean provided some practical tips that could be game changers for restaurant owners and foodservice managers.

Here’s a breakdown of the three tests he presented:

Test 1: Gamification for Your Staff

Willard notes, “An enthusiastic and motivated staff can really go a long way when introducing new menu items.” 

The first test Willard suggests is to use gamification to engage your team. By offering incentives like Visa gift cards, t-shirts, or other desirable prizes to the staff member who sells the most new items in a given week, you create a friendly competition that puts these plant-based items in the spotlight.

For example, if your restaurant offers plant-based ice cream for dessert or a vegan burger patty, you can incentivize the team to push these options. The more customers they get excited about trying these new offerings, the more likely these items are to stick and become permanent fixtures on the menu.

This strategy ensures your team is not only aware of the new items but actively working to promote them.

Test 2: Create a Fully Vegan or Vegetarian Menu

Willard explains, “For customers only looking for foods with certain ingredient limitations like vegan or vegetarian, a menu filled with only these items can feel like a warm hug when they walk into your establishment.” 

For establishments that serve both plant-based and animal-based options, creating a separate vegan or vegetarian menu could be a highly effective move. By offering a standalone menu that highlights only plant-based options, you cater specifically to customers seeking these items. Let customers know about this option by including a note on your standard menu that reads, “Ask your server for our fully plant-based menu,” or have your host mention it to every table.

This gesture can make plant-based diners feel welcomed and considered in your restaurant. 

A dedicated menu creates a sense of belonging and highlights the plant-based options in a way that might get overlooked on a traditional menu, increasing the chances of these items being ordered. But remember, do not make this menu a secret or hard-to-find. Be proud of your standalone menu and make sure all guests know they have the option to order from your standard menu or your fully plant-based alternative. 

Test 3: Use Social Proof by Creating a Themed Day

Willard emphasizes, “Using social proof is another way to help your customers celebrate their decision to eat plant-based.” 

The concept of “social proof” is the idea that people are more likely to make decisions based on what others around them are doing. In restaurants, this can be leveraged by creating themed days like “Taco Tuesday” or “Meatless Monday”. When you give customers a reason to try a specific plant-based option on a designated day, you align with the broader social experience, which increases their likelihood of choosing plant-based items.

Signage like “Voted best vegan burger in town” or “Customer favorite plant-based taco” is another way to use social proof to encourage more plant-based orders. 

By creating an event around certain plant-based options, you can generate excitement and increase demand for those items.

Learn More at Plant Based World Expo

Sean Willard will take these strategies even deeper at his live presentation during Plant Based World Expo, on September 11 at 2:15 pm in the Pulse Theater. If you’re looking to drive innovation in your plant-based menu offerings, his session on menu engineering is not to be missed. Register now for the Expo, and we look forward to seeing you in New York!