Harnessing the Power of Plant-based in Quick Service Restaurants

With a third of consumers choosing to actively reduce their meat and dairy consumption and seeking protein substitutes driven by health and environmental concerns, the food-service industry is beginning to think differently about the potential of the plant-based sector.

By responding to these shifts in consumer demand you can accelerate your business, increase your consumer base, and position yourself as a leader in the future of food. The expanding set of product options in the sector is contributing to plant-based products becoming a long-term option for consumers around the world. As a result, consumers now expect tasty and convenient plant-based options in all food settings, including quick-service restaurants.

With this in mind, here are five key reasons why you should consider expanding into the plant-based market – if you haven’t already:

1) Foodservice sales of plant-based foods are increasing Data shows that, in Europe, menu penetration of the term ‘vegan’ grew by 490% between 2008 and 2018, with many restaurants reporting that adding plant-based offerings to their menu has attracted new customers.

Since Wagamama re-opened in 2021, post-pandemic, for dinein customers, it has seen consistently strong trading, with likefor-like sales growth of 21%, outperforming the overall market by 13%. The company’s commitment to a 50% plant-based menu in their UK branches by the end of 2021 was highlighted as a key driver of this growth.

2) Flexitarians love plant-based foods A recent Google Trends analysis from October 2015 to October 2020 showed that interest in vegan food options is increasing. Search terms that saw major growth on a global scale included ‘vegan food near me’ (which increased by 2,000% during the 5-year period) and ‘vegan food options near me’(up 1,250%).

Plant-based menu options are widely sought after by flexitarians and are no longer aimed only at the small proportion of vegan and vegetarian consumers.

3) Plant-based options appeal to Gen-Z consumers When it comes to Gen-Z consumers, 65% say that they want a more ‘plant-forward’ diet, while 79% choose to go meatless once or twice a week. Gen-Z consumers are more likely to integrate vegetarian options into their diets without making a decision to go fully vegan or even vegetarian. They see vegan options as just another choice on the menu.

4) Plant-based menu items make you stand out from the crowd Regardless of the food service setting, the traditional offerings in your industry most likely rely heavily on animal-based ingredients. Offering plant-based options can differentiate a restaurant from its competitors by generating interest in a restaurant’s menu, infusing innovation and creativity in its offerings, and aligning a brand with its customers’ values, thus making you stand out from the crowd.

A survey conducted by RMS found that, between January and August 2020, the proportion of consumers who stated that they would switch to a restaurant brand offering plant-based products increased from 23% to 30%.

This illustrates the importance of having at least one plant-based item on your menu. For some people, this availability plays a key role in choosing a restaurant, with two in five family households and one in four single households stating that they would switch to another restaurant brand if it offered plant-based meats.

5) Plant-based products get media attention As plant-based menu options continue to garner press headlines and social-media shares, restaurants should capitalise on the interest in the sector. With many celebrities highlighting the benefits of a plant-based lifestyle, and brands such as Impossible and Beyond seeing their sales rapidly increase due to viral media attention in mainstream news channels: plant-based menu items have the potential to skyrocket restaurants into consumers’ news feeds.

Consider McDonald’s launch of the McPlant, for example. The UK press was talking about the launch as early as 2019, three years before it officially kicked off in the UK. Launching plantbased menu items can be a great opportunity to build your brand and increase awareness.

With the global plant-based food sector predicted to exceed $162 billion within the next decade, and an increasing number of restaurants offering plant-based menu items or even pivoting to being completely plant-based, it’s more important than ever to harness the power of plant-based in your business.

This article touches on ‘why’ but for more information on ‘how’ check out this in-depth report ‘Harnessing the power of plantbased as a food-service professional’ on ProVeg’s New Food Hub.

http://newfoodhub.com/