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Menu Tips: Keep the Magic of Veganuary Going All Year Long

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Veganuary has become a cultural phenomenon, with millions of people around the UK swapping meat, dairy and eggs for greens, beans and soy-based cuisines. But it’s not just a one-month wonder – with over a third of young Brits either reducing or removing animal products from their diets. What can the food service sector do to retain the magic of Veganuary beyond the January hype? 

Food service operators have long been called on by advocacy groups to take animals completely off the menu, though removing menu choice has sometimes proven controversial. Now these calls are evolving to an approach that is proven to see uptake – and profits – flourish: a switch to default plant-based  menus. 

Last year saw the launch of the Plants First Healthcare campaign, led by senior NHS health professionals, calling for plant-based defaults on hospital menus, inspired by menu changes in New York hospitals. In 2025, we can expect to see more plant-based defaults in public and private sector catering. 

Applying the principles of choice architecture to menu development is nothing new, but operators are starting to use these techniques to boost sales of plant-based options, gently ‘nudging’ diners to choose healthier, more sustainable options. 

Take King’s College London for example, where vegan and vegetarian sandwiches are presented as the default option at meetings and events, plant-based milks are offered in beverages without a surcharge, and at least 60% of the menu is plant-based. KCL’s Executive Chef, Graeme Collie, reported at the 2024 Plant-Based World Expo Europe that the university’s approach has been enthusiastically embraced by diners.  

Veganuary itself is a case study in nudges. Individuals make a temporary change, rather than a potentially daunting lifelong commitment (though taking part often leads to a permanent switch); restaurants offer a ‘Veganuary special’, highlighting it on menus or offering special deals. With more options and increased promotion of vegan dishes, diners—literally and figuratively—gobbled it all up. 

To recreate this uptake in plant-based options throughout the whole year, here are ‘5 Green Ps’ for menu magic: 

  1. Present Positively. Use positive descriptors for your plant-based options. What is the experience diners can expect from eating the meal? Instead of just calling it a ‘vegan burger’, describe the texture, taste or key ingredients to give people a hint of what they’re about to enjoy. Now it becomes the Korean Chilli Blast Burger, or the Black Bean Cutlet Burger.  You can help diners know a dish is plant-based by adding a small ‘VE’ or ‘VG’ after the description. 
  1. Price to Incentivise. Here, defaults can play a big part. The core dish could be plant-based, while the option to add meat comes with a surcharge. This way diners have a choice and are incentivised to make the most sustainable and animal-friendly one. You could also offer discounts, special deals or loyalty schemes for choosing the plant-based option – think high street cafes and BYO reusable cup schemes. 
  1. Products-a-Plenty. As KCL did, simply increasing the ratio of plant-based to meat dishes can help to shift diners’ preferences. Boosting the variety of options will also win you favour, especially among vegan diners who are used to being given very limited choices. 
  1. Prime Positioning. Literally ‘nudge’ the more sustainable option toward your diners. Place dishes you want to sell more of at eye level on counters. Normalise plant-based options by interspersing them amongst the other options on menus, or at the top of a section, rather than putting them on a separate menu.  
  1. Promote, Promote, Promote! Showcase plant-based options. Share reviews, photos and videos on social media. Try coordinating plant-based specials with awareness days or holidays. A bowl of Spicy Sweetpea Nuggets with Hot Sauce for Valentine’s Day? Or how about a hearty pie filled with locally grown mushrooms and wild garlic for British Pie Week?  

There you have it! Five easy steps to increase your uptake of plant-based options all year round. 

Want to learn more about how to market plant-based options with evidence-based nudge theory? 

Humane Society International/UK offers FREE plant-based culinary training and advice for higher and further education catering teams, and supports public sector food service professionals seeking to develop the skills and confidence to deliver spectacular plant-based menus. 

Visit www.forwardfooduk.org or contact Joanna at [email protected] for more details. 

 

Author Bio 

Joanna Randall, senior campaigns manager, Humane Society International/UK 

An award-winning campaigner, Joanna holds over 20 years’ experience in animal welfare and environmental advocacy. Raised in a refugee home in outback Australia, she brings lived experience to the social and economic awareness and expertise needed to ensure an inclusive and diverse food experience.   

 


Benjamin Davis