Dishes centred on pulses, vegetables, fruit and nuts are very popular when they are appetising, in looks and description, and prominently displayed.
Food service providers should:
- Describe plant-rich dishes without using the words vegetarian, vegan, meat-free or healthy. Research shows this language can be off-putting to most diners. Descriptions associated with deliciousness and provenance can substantially increase sales.
- Avoid segregating plant-based dishes and products into their own ‘alternative’ section.
- Display plant-based and vegetarian dishes prominently on menus.
- Where ‘better’ meat is on the menu, it should be made special; refer to its origin, how it was produced, and its quality.
