What does the road to a more plant-forward food service look like?

Walk into most restaurants and you’ll still see the same thing: menus dominated by meat and dairy, with a couple of plant-based options squeezed in as an afterthought. But diners are asking for more.

In the UK, for example, demand for plant-based food at quick-service restaurants surged 56% in 2024. Across Europe, half of consumers say they’re cutting down on meat, and more than a quarter now identify as flexitarian. In the USA, it’s closer to four in 10. This isn’t a niche vegan trend – it’s something bigger trying to break
into the mainstream.

And yet, food service has barely shifted. Our research at ProVeg shows that only 8-10% of items in European fast-food outlets are plant-based. Too often, those dishes are more expensive, less exciting, and don’t appeal to the flexitarians who are driving growth. If the sector wants to keep pace with changing tastes, plant-forward menus have to move from the sidelines.

The ratio of plant-based dishes is the first thing that needs to change. Aiming for 30–50% of the menu is a good benchmark – not tucked away in a separate vegan section, but spread right through. When plant-based dishes sit side by side with meat-based ones, they stop feeling like a compromise and start feeling like a genuine choice.

When plant-based dishes sit side by side with meat-based ones, they stop feeling like a compromise and start feeling like a genuine choice

Defaults are powerful. Imagine a curry or salad that comes plant-based as standard, with meat offered as an add-on. Coffee houses can flip the script too, with oat milk as the default and dairy costing extra. Some operators even try blended formats – half plant-based meat or dairy, half animal – as a stepping stone. Promotion matters as well: list plant-based dishes first on kiosks or specials boards, or reward customers who choose them with discounts or loyalty perks. Choice is still there, but the nudge is clear.

Price is one of the biggest barriers. If plant-based dishes are going to scale, they need to be affordable. Operators can lean more on cost-effective staples like grains, beans, and pulses, and work creatively with proteins such as seitan, tofu, or TVP. Collaboration helps too – bulk-buying, collective purchasing, and supplier partnerships all bring costs down. And policymakers can play their part with subsidies or VAT reductions.

A brilliant menu is useless if the ingredients aren’t available. Operators tell us they struggle with shortages, fluctuating prices, and prohibitive minimum orders. Local sourcing, regional processing, and more flexible bulk formats can help. But just as important is closer collaboration between suppliers and kitchens – co-creating dishes, offering training, and setting up feedback loops. When operators feel supported, plant-based dishes are far more likely to succeed.

How we talk about plant-based food matters. If it’s pitched only on ethics or health, it risks alienating flexitarians and curious diners. The focus should be on flavor and creativity.

That means using sensory-rich language – ‘crispy’, ‘slow-roasted’, ‘creamy’ – and weaving plant-based dishes into the main menu instead of segregating them. Research shows this simple move can double sales among non-vegetarians. Linking specials to holidays or events and highlighting customer reviews about taste reinforces the message: plant-based food can be indulgent, exciting, and chef-led.

Let’s be honest – a limp salad isn’t going to compete with a carbonara. But a plant-based carbonara might. Chefs should be encouraged to reimagine classics and explore global cuisines. When plant-based dishes deliver on taste and texture, diners just pick the best-sounding option.

Confidence is critical. Many kitchens hesitate because staff aren’t familiar with plant-based ingredients. Hands-on training with plant-based chefs can spark creativity and build skills. Front-of-house teams also need the knowledge and enthusiasm to recommend dishes persuasively. When the whole team is on board, customers notice.

Food service doesn’t operate in a vacuum. Public institutions – schools, hospitals, universities – feed millions every day and help set norms. By adopting plant-forward menus, they not only model sustainable dining but also strengthen supply chains. Governments can accelerate this shift by embedding plant-based cooking into chef training, subsidizing sustainable menus, and making plant-forward meals the default in public settings. Public procurement isn’t just policy – it’s leadership.

The momentum is here. What’s missing is the mainstreaming – the intentional choices by operators, suppliers, policymakers, and chefs to meet demand. By rebalancing menus, closing the price gap, reframing the narrative, and building skills in kitchens, food service can make plant-forward dining the norm.

Small shifts today can create big wins tomorrow – for diners, for the industry, and for the planet. For more insights, visit ProVeg’s New Food Hub, and stay tuned for my next column.

Gemma Chapman is ProVeg International’s B2B Communications Manager. In her role, she works to engage and support businesses in the transition to sustainable food and drink production, and accelerate the growth of the alternative protein industry. This article is republished from the Q3 2025 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here