The past decade has seen the skyrocketing growth of veganism and a plant-based way of eating, so much so that eating plants is now considered a movement that will strengthen with time. The plant-based lifestyle has been driven by an increasingly health-conscious population, the worsening climate crisis, and more focus on animal rights – all buoyed by social media and the digital age.

Learn more: Hospitality trends 2024: What’s next for restaurants and hotels | Going eco-friendly – the future of restaurants

Customer insights: What drives the vegan and vegetarian market?

The way humans produce food has had a profound impact on the planet and understanding the effect our current food system has on our future as a species is crucial to mitigating climate change. According to the United Nations, our food system generates one-third of global greenhouse gas emissions, higher than the global aviation sector. Meeting the dietary needs of around 8 billion people leads to biodiversity loss on land and in water through deforestation, overfishing, and ecosystem degradation, among other factors. Water and energy usage and food waste also contribute to climate change. Experts recommend reducing the global average of individuals' annual carbon footprint from 6.3 tons in 2020 to 2.1 tons in 2030, which will undoubtedly require changes to our food system and diet. 

The internet age and social media have also brought to the surface the welfare of animals raised for food. It is estimated that more than 100 billion animals are killed for meat and other animal products every year.  

Health-wise, people who go on a well-planned and thoroughly researched plant-based diet are said to benefit from a lowered risk of developing Type 2 diabetes, improved kidney function, and lower blood sugar levels, among others. 

The rise of plant-based dining: Understanding the market shift

It is no surprise that the significant shift in dietary preferences has had a profound effect on plant-based dining for restaurants. In 2021, the vegan food market was worth $16 billion and is expected to grow to $22 billion by 2025.

There are tell-tale signs that the food and beverage industry is warming up to veganism, vegetarianism, and the more inclusive plant-based diet. Restaurants that are exclusively plant-based have grown rapidly in number in the past decade. Vegetarian Journal’s Guide to Vegetarian and Vegan Dishes in the United States and Canada now has 971 restaurants on its list compared to 55 in 1993. Mainstream restaurants such as Burger King, KFC, and even certain McDonald's locations are expanding their menus to include meat-free options – further proof of growing vegan dining trends. 

A fine example of success in the plant-based fine dining space is Tudore Tranquility in Tokyo, which attracts even meat eaters through its gorgeous table setting, peaceful ambiance, and mouth-watering creations of Chef Mamta Reid. All these have rightfully earned the restaurant recognition from the World Luxury Restaurant Awards three times (2019, 2020, 2021) and many other award-giving bodies. 

Learn more: Mamta Reid of Tudore Tranquility: Plant-based cuisine is the future

Adapting to dietary trends: The business case for plant-based menus 

It's clear that expanding your restaurant's menu to include vegan/plant-based options is a win. To do this successfully, you must know who you're serving. “Vegan”, “vegetarian”, and “plant-based” are often used interchangeably, but these groups couldn't be more different. Take note of the definitions below:

• Vegetarian: Has no meat and seafood, but may include animal products such as milk and/or eggs

• Vegan: Has no animal products or by-products, including meat, seafood, eggs, dairy, animal-based broth and sauces, and honey

• Plant-based: Prioritizes plant-based ingredients such as vegetables, grains, and nuts; it may or may not include some animal products

Below are more compelling reasons for vegan menu integration:

• Growing your customer base: Restaurants can attract not just vegan/plant-based patrons, but meat-eaters and vegan-curious customers as well. Inclusiveness and social awareness are always good for a restaurant's reputation. Vegans, in particular, are an appreciative lot and will spread the word to other vegans if they have a good dining experience. There's no better driver for restaurant growth in the vegan market than word of mouth.

• Boost in sales: A well-thought-out plant-based or vegan menu will boost sales if executed correctly. 

• Giving existing customers more choices: A restaurant's meat-eating patrons will surely appreciate the variety that a plant-based or vegan menu brings, especially for those who are looking to eat healthier. 

• Making group bookings possible: When there's something for everyone on the menu, friend groups that include vegans can get together without hassle and will choose your restaurant over others that exclude vegans and plant-based eaters.

How to integrate vegan or plant-based dishes into your offerings:

• Training your team for plant-based service excellence: Restaurant staff must be introduced to vegan/plant-based dishes and trained in sourcing vegan ingredients. They must learn about the variety of seeds, nuts, fresh veggies, legumes, pasta, and plant-based milks such as oat or coconut, and niche vegan ingredients like nutritional yeast and black salt. Restaurateurs may consider hiring a specialized vegan chef or consultant.

• Menu innovation and crafting appealing vegan options: Learn about and use meat substitutes such as tofu, tempeh, seitan, mushrooms, or even jackfruit, and source dairy-free cheeses. Resourcefulness and creativity play a big role here and it can be fun to “veganize” popular global cuisines. There are plenty of vegan alternatives and soy-based cheese substitutes. The possibilities are endless!

• Exploring and enjoying the journey: Gone are the days when the only vegan options on the menu were a few bland side salads or French fries. Crafting vegan options is limitless and enjoyable – from vegan appetizers to entrees and even delicious desserts. 

At the end of the day, the combination of tastiness, excellent service, and good ambiance will keep diners – both vegan and non-vegan – coming back for more. Plus, when customers sense that you're concerned about broader issues that affect humanity, you're more likely to retain loyal patrons and attract new ones. It is safe to say that the future of vegan restaurants and establishments with plant-based/vegan options is truly bright.