Beyond Stack Burger_spread

© Beyond Meat

Studies & Numbers

Study: Using More Attractive Names for Plant-Based Dishes Significantly Increases Orders

A new study, conducted by the University of Queensland and published in the journal Food Quality and Preference, has found that giving plant-based dishes more attractive names on restaurant menus could boost sales. According to the research, using adjectives to describe the flavor, texture, and provenance of plant-based meals increases their appeal. For example, descriptions such as “juicy American burger” and “tasty Italian vegetable lasagna” are more appealing than “vegan burger” or “vegetable lasagna”. This effect can be amplified by using blander names for meat-based options. Affordable intervention The study notes that most restaurants currently take the opposite approach, with plant-based dishes named in ways that portray them as healthy but bland and meat-based dishes made to sound tastier. This leads to a lack of …

more