Plant-forward diets are on the rise across Europe. Not only are European consumers looking to increase their consumption of many plant-based foods, but, according to the latest consumer research, more than half of Europeans are reducing their annual meat intake.
In the background, social scientists have been hard at work advancing the social sciences around food choice. One promising intervention that can nudge people towards better food choices is varying the design and description of foodservice menus. It’s vital that foodservice businesses looking to boost plant-based sales learn how to optimise their menus and encourage more meat-eaters to choose their plant-based options.
In its recent New Food Hub article, ProVeg International brought together the latest reports and surveys on menu design and consumer behaviour, to give simple and effective actionable insights for businesses.
Language choice on menus is key
A crucial menu intervention, is language choice. When you’re choosing a food item from a foodservice menu, a key feature that helps you to make your decision is how that item is depicted in words – what the dish is called, how it’s described, and the name of the menu section it’s found within.
Plant-based menu items
By using enticing and positive language to name and describe plant-based menu items, you appeal to consumers’ sensory cravings and hunger pangs… and thus, attract their wallets.
Tempt diners to plant-based options via the senses. ProVeg recommends using sensory and experiential words that describe your menu item’s taste, texture, and/or smell, like ‘juicy’, ‘tender’, or ‘creamy’. Using positive descriptors should also help frame plant-based items as equitable options to their animal-based counterparts on the menu.
Additionally, when naming menu items, select words that focus on the product’s culinary theme, cooking technique, or brand of plant-based analogue. Minimise the use of words like ‘veggie’ or ‘plant-based,’ and avoid words like ‘vegan,’ ‘vegetarian,’ ‘meat-free’ or ‘meatless’.
Ideally, refrain from using uninventive, unappealing language that evokes a sense of the menu item lacking something, which will make the consumer feel as though they will miss out if they choose this dish. Be creative and let your senses lead the way!
Menu integration, labelling, and ratio of dishes
It’s not all about language choice. Where you position your plant-based dishes on your menu impacts consumer uptake, as does how you label each item. Even the ratio of plant-based dishes to animal-based dishes can subtly influence how consumers interact with your plant-based options and their decision whether to try or avoid them.
Uncover these insights and more by reading the full article on ProVeg’s New Food Hub.
If you’re looking to learn how to attract more customers and grow your plant-based sales, ProVeg can help. Get in touch with them at [email protected] to discuss developing your plant-based strategy.