Dishes centred on pulses, vegetables, fruit and nuts are very popular when they are appetising, in looks and description, and prominently displayed:
- Describe plant-rich dishes without using the words vegetarian, vegan, meat-free or healthy. Research shows this language can be off-putting. 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.
- Make meat special: refer to its origin, how it was produced, its quality.
