World Animal Protection report finds US restaurant chains lag on plant-based menus despite protein push

Protein has become one of the most prominent trends shaping US restaurant menus, but a new report from World Animal Protection has found that this focus is failing to translate into broader progress on plant-based food.

• World Animal Protection assessed 25 major US restaurant chains and found most still center animal-based proteins, with limited adoption of plant-based-by-default menu structures.
• Burger and chicken chains showed the weakest progress, with most brands receiving F grades for plant-based integration and little movement since 2024.
• Coffee chains led improvements after removing non-dairy milk surcharges, though plant-based options are still rarely the default choice.

The organization’s Moving the Menu 2026 report analyzed leading chains across categories including burgers, chicken, sandwiches, coffee and Mexican-inspired menus. It concluded that while plant-based options have become more visible, they remain largely peripheral, with few companies embedding them into core menu design.

Across the sector, the report identified a growing emphasis on protein as a marketing and product development driver. 'High-protein' messaging has become a dominant theme, influencing how menus are structured and how consumers perceive nutritional value.

Major chains have reinforced this approach through menu launches and promotions centered on animal-based proteins. McDonald’s has emphasized larger, meat-heavy offerings such as the Double Big Mac, while Chipotle has promoted add-ons like “double protein” and introduced protein-focused menus. Taco Bell has also leaned into chicken-based launches, despite offering flexible plant-based customization options.

The report argued that this framing risks overlooking a broader nutritional picture. While protein intake continues to be widely promoted, fiber remains under consumed in the USA, despite its role in digestive and long-term health. Foods such as beans, lentils and whole grains, which provide both fiber and protein, were found to be underrepresented across restaurant menus.

“Restaurants are chasing protein trends, but they’re missing the bigger picture,” said Annette Manusevich, Farming Campaign Manager at World Animal Protection. “Plant-based foods can deliver both protein and fiber, while also reducing environmental impact and animal suffering. The opportunity is not more meat – it’s better, more balanced menu design.”

The report’s analysis of 25 restaurant chains revealed uneven progress across categories. Coffee chains showed the most tangible improvements, largely driven by pricing changes rather than fundamental menu redesign. Starbucks improved its rating from a C to a B after removing non-dairy milk surcharges and introducing a permanent vegan food option, while Dunkin’ moved from an F to a D after eliminating similar surcharges.

These changes reflect a broader shift toward price parity for plant-based options, lowering barriers for consumers. However, the report noted that in most cases, dairy milk remains the default, with plant-based alternatives still positioned as substitutions rather than standard offerings.

Outside of beverages, progress was more limited. The burger category showed little movement, with most chains receiving failing grades. Burger King remained the only brand to score above an F, maintaining a C rating, while McDonald’s, Wendy’s, Sonic and Hardee’s all received Fs.

The report noted that some brands have even moved away from earlier plant-based initiatives. McDonald’s confirmed it would not expand its McPlant offering nationwide, while Hardee’s and Carl’s Jr. have discontinued their Beyond Burger products.

The chicken segment performed worst overall, with every chain assessed receiving an F grade. Despite previous trials and partnerships, no major US brand has introduced a permanent plant-based chicken entrée or adopted plant-based defaults in this category.

Sandwich chains also showed limited progress, with most brands remaining in failing territory. Subway, Arby’s and Jimmy John’s all scored poorly, reflecting a lack of dedicated plant-based protein options or new product development.

The Mexican-inspired category performed relatively better but still fell short of structural change. Chipotle maintained a B rating and Taco Bell improved to a C, but neither has introduced plant-based items as default menu options.

Across all categories, the report emphasized that plant-based foods are typically offered as optional add-ons, limited-time promotions or customizable modifications, rather than integrated into standard menu configurations. This approach places the burden on consumers to actively choose plant-based options rather than normalizing them.

The report also pointed to a broader disconnect between consumer behavior and restaurant execution. Nearly six in ten US households now purchase plant-based foods, and plant-based milk accounts for around 14% of total milk sales, indicating a growing commercial opportunity.

At the same time, the restaurant sector has not translated this demand into consistent menu innovation. While some chains have introduced or maintained plant-based items, few have committed to measurable reductions in animal protein use or established clear targets for change.

The report concluded that the industry remains in a transitional phase. Awareness of plant-based options has increased, and some structural barriers such as price surcharges have begun to fall. However, the default menu structure across most major chains continues to center animal-based products.

World Animal Protection argued that more significant change will require a shift beyond incremental updates. This includes integrating plant-based items as default choices, expanding the variety of plant-based proteins available, and aligning menu strategies with broader sustainability goals.

The report also highlighted potential next steps for the industry, including setting targets to reduce animal product use and incorporating emerging innovations such as fermentation and cell-cultivated ingredients into supply chains.

For now, the findings suggest that while protein continues to dominate the conversation, the structure of restaurant menus has yet to evolve in a way that reflects changing consumer expectations around health, nutrition and sustainability.