Innovative operators break new ground in plant-based menusInnovative operators break new ground in plant-based menus

Making small, gradual menu changes—such as promoting a meat-free burger or adding a plant-based condiment or spread to your usual selection—can help operators win the loyalty of customers exploring new eating habits and open the door to higher sales.

According to the Plant-Forward Opportunity Report 2022 by Datassential and the Culinary Institute of America, 21% of consumers are looking to reduce meat consumption, up from 15% the previous year. Breaking it down further, Gen Z consumers are more likely to be vegans, vegetarians, and pescatarians compared to the general population, “portending a possible shift away from meat,” says the report. And as for college students, “seven in 10 aim to increase intake of fruits and vegetables.”

Consumer motivations

Consumers are gravitating toward plant-based eating for reasons of personal health and environmental and ethical values. Many see consuming more plants as the way to avoid chronic disease and counter the ruinous environmental effects of climate change. Proponents of plant-based proteins say their products are manufactured with just a fraction of the resources and greenhouse gas emissions associated with animal agriculture.

For restaurant operators to follow this trend, it is not necessary to make drastic menu changes. Most consumers seeking plant-based options are flexitarians, meaning they are reducing, not giving up, consumption of animal products. All told, only about 3% of consumers say they are vegetarian and 2% vegan, the Plant Forward Opportunity Report found.

Operators who offer mainstream consumers plant-based menu options that are flavorful, healthful, and environmentally and ethically sound may earn their loyalty. But it is essential that these products are tasty. Consumers say taste (52%) is by far the top driver of purchasing decisions for plant-based foods, ranking ahead of health (39%), environmental impact (13%), and animal welfare (11%), according to AAK Foodservice.

An explosion of choices

Innovative restaurant menus are catering to changing dietary habits. For example, last year Eleven Madison Park in New York City, with its entirely plant-based menus, became the first vegan restaurant to earn three Michelin stars. On the other end of the spectrum, Plant Power Fast Food is a budding California-based chain that promotes meat-free burgers, breakfast sandwiches, “chicken” tenders, and “fish” filets without the downsides of animal-derived fast foods.

In retail stores, the spotlight is shining on everything from meat-free burgers, bacon, and breakfast sausages to plant-based chorizo, pepperoni, and carne asada. Add to that plant-based seafood and chicken analogs and alternatives to dairy milk made from nuts and grains. In addition, there are plant-based condiment and dressing choices, including plant mayo and plant butter.

Overall, the plant-based foods segment in the United States spiked from $4.8 billion in 2018 to $7.4 billion in 2021, according to the Plant Based Foods Association (PBFA). Clearly, plant-based eating is a serious business opportunity that restaurant operators should scrutinize.

Against this backdrop, operators may be able to stimulate trial and repeat purchases of tasty plant-based versions of products that mainstream consumers already know, such as the following:

Protein alternatives. These range from plant-based burgers and breakfast sausage to chickenless nuggets and plant-based based seafood. Plant-based meat burgers are expected to double their penetration in the next four years, surpassing veggie burgers by 2025, says PBFA.

Plant based dairy alternatives. Led by the popularity of plant-based milk products, the plant-based dairy category reached $2.1 billion in total sales in 2021, per PBFA.

Plant-based condiments, spreads, and dressings. Plant-based butter grew 9% in 2021, compared to a 12% decline in animal-based butter, per PBFA.

AAK Foodservice offers GreenOasis Plant Butter, which is great-tasting, versatile, sustainable, and suitable for dairy-free, vegan, and vegetarian diets. Another AAK Foodservice brand, ForA:Butter, is the only plant-based butter with the performance skilled bakers expect as a 1:1 replacement for dairy butter.

GreenOasis plant-based Mayo, Chipotle Mayo and Sweet Chili Lemongrass Aioli dressing and spread answer operator needs for flavorful, plant-based condiments.

Making the switch to plant-based

AAK Foodservice offers a wide range of plant-based products for creating flavorful plant-based dishes, ranging from frying oils to butter alternatives, sauces, dressings, and mayos—both branded and as private label solutions.

“If you’re looking to make a product plant-based or add more plant-based options onto your menu, we can help you every step of the way,” says Cherilynn Whitehouse, marketing director at AAK Foodservice. “Not only will we strive to meet your dietary requirements, but we’ll also ensure you’re meeting any sustainability targets and that your food will taste great.”

Visit AAK Foodservice at https://aakfoodservice.com/us/products for more information about transitioning to plant-based foods.

What’s better than butter, melting invitingly atop a hot baked potato, or a zesty chipotle-mayo dip enlivening crisp, raw veggies?

The answer, for a growing number of on-trend consumers, is a serving of butter or mayo made entirely from plants.

“Plant-based foods can now be found in 48% of restaurants across the U.S., and this number has grown steadily—without decline—over the past decade,” says the new State of Plant-Based in Food Service report by the Plant Based Foods Association (PBFA) and Datassential.

“Not only are new plant-based items being introduced across the country, they are also staying on those menus because of sustained consumer interest,” says Hannah Lopez, director of marketplace development, foodservice, at PBFA, commenting in the report. In fact, strong consumer support for such products allowed them to increase in number on menus during the pandemic and afterwards—even when many operators were forced to trim the number of offerings on their menus.

Sales of the overall plant-based food market in the United States spiked from $4.8 billion in 2018 to $7.4 billion in 2021, according to PBFA.

The plant-based eating trend

What’s behind the surge in plant-based? Personal health is a major driver. The Centers for Disease and Prevention is among the numerous health authorities that have recommended eating a diet rich in fruits and vegetables to reduce the risk of chronic disease.

Another impetus is environmental. Many thoughtful consumers believe that going plant based is an important step they can take toward reducing the greenhouse gas emissions from animal agriculture that contribute to climate change.

“More than ever, consumers want to think about the impact of the food they are consuming and how sustainable their diets are,” says a paper on plant-based eating insights by AAK Foodservice. “So they are choosing meat-free and dairy-free options to care for the planet and themselves.”

The complete plant-based package

For restaurant operators, plant butter, plant mayo, and other non-dairy condiments and spreads can play important roles in rounding out the menu to attract customers who are interested in meat and dairy alternatives. The Plant Forward Opportunity Report 2022 by Datassential and the Culinary Institute of America pegged the proportion of consumers looking to reduce meat intake at 21%—up from 15% the previous year.

In effect, adding such products to the menu creates a more complete package of plant-based offerings that many patrons will appreciate. They will be right at home on restaurant menus that are already exhibiting an “exploding” number of plant-based items, Datassential says. “Trending dishes include a range of items, such as burgers imitating meat, meat-optional bowls and loaded fries, meat-free pasta, and fried rice dishes and items where veggies are the star,” Datassential reports.

“Plant-based foods are clearly the arm of innovation for many foodservice operators,” says Lopez.

Launching new plant-based items as limited-time menu offers “one key strategy that foodservice operators can leverage for success” in building loyalty and repeat patronage, says the PBFA report.

Adding flavorful plant-based butter and mayo

AAK Foodservice offers plant-based butter and mayo that add flavor, variety, and broader appeal to menus for consumers seeking alternatives to conventional butter made with dairy and mayonnaise made with eggs.

GreenOasis is a brand by AAK Foodservice that offers plant-based and dairy-free solutions that are great-tasting, versatile, sustainable, and suitable for dairy-free, vegan, and vegetarian diets.

For example, GreenOasis plant-based Mayo dressing and spread is thick and rich, and has the taste and texture of real mayonnaise. GreenOasis Mayo is also available in portion-control packs that are ideal for accompanying takeout and delivery food orders. GreenOasis Chipotle Mayo and Sweet Chili Lemongrass Aioli dressing and spread bring additional flavor appeal.

GreenOasis Plant Butter is a rich and creamy-tasting plant butter, perfect for cooking, baking, and topping.

Another AAK Foodservice brand, ForA:Butter, is the only plant-based butter with the performance skilled bakers expect for making technical laminated doughs and for industrial-scale production.

AAK Foodservice offers operators a wide range of plant-based products for creating delicious plant-based dishes, both branded and as private-label solutions. “In our customer innovation centers, we work with trend-driven chefs who are skilled in bringing in fresh flavors and providing innovative ideas to bring something different and up to date for your menus,” says Rachel Neale, global marketing director for AAK Foodservice. “Our experts will provide practical advice and hands-on support with a wide range of opportunities, from product, menu, and category development to food safety, ingredient sourcing, sustainability, packaging and processing.”

Visit AAK Foodservice at https://aakfoodservice.com/us/products for more information about the benefits of adding plant-based products to your menu.

As plant-based restaurant concepts continue to scale, the cost of animal-free alternative proteins will soon be able to compete with commodity meats.

So contends Lucas Bradbury, CEO and founder of the San Antonio, Texas-based Project Pollo, and Nicole Marquis, founder and CEO of the Philadelphia-based HipCityVeg, who shared their views about the changing perception of fast food during a webinar Wednesday at the latest session of CREATE, sponsored by BOHA by Transact Technologies.

Both Bradbury and Marquis agreed that consumers today want speed and convenience — those aspects of fast food haven’t changed. 

But guests are now also looking for delicious food that is healthful and not harmful to animals. And they are choosing brands that treat workers well and go above and beyond to protect the planet.

“We’re seeing so many more people interested in eating at least one plant-based meal a day. And, when that meal is truly delicious, it can open people’s minds to eating two or three plant-based meals,” said Marquis.

But with cost of goods soaring, Bradbury said Project Pollo is making a point not to pass on inflationary costs to consumers so his concept can stay competitive with traditional fast-food players.

“I am not skyrocketing prices due to the inflation we’re seeing in the economy. That is not our guests’ problem, and our guests should not have to pay a higher premium,” said Bradbury. 

So Bradbury is relying on scale to help him keep prices low, and the 13-unit chain is gunning to reach a goal of 100 units by 2025.

Project Pollo recently made the switch to a new plant-based chicken called Tindle, which he said is so much like chicken, some vegans have complained.

HipCityVeg has had success with a Beyond Meat smokehouse burger, Marquis said, saying both Beyond and Impossible Foods have hit the right flavor profile, and she sees a lot of room for innovation with chicken alternatives. 

“One thing we know about Americans is they love their juicy burgers, their crispy chicken and creamy shakes,” she said. “If they can have that and know it’s good for them and the environment and other living things, they’re thrilled.”

Both chains said the majority of their guests are not vegan or vegetarian, but they are diners who look for brands that support their values.

The fact that HipCityVeg is female-owned is a draw, said Marquis, and the chain made a commitment to raise hourly wages to $15 per hour even before the pandemic. “We decided to take the lead on higher wages for the team because it’s just good for people and good for business,” she said.

Project Pollo, likewise, offers a starting wage between $15-$16 per hour, as well as medical/dental/vision healthcare coverage, paid time off, sick and family leave and other benefits. Decisions that impact workers are put to the team for a vote, Bradbury said.

As the concept grows, it’s vital to stick to core values, he said.

“It’s our people who will lead the future. It’s not me or our senior leadership,” said Bradbury.

As hospitality professionals, this group will tell you they think of the customer first when planning menus, dreaming up new concepts, ordering food, posting on social media…everything involved in running an onsite foodservice operation.

Looking at data on what customers want combined with experiencing real-life scenes in the dining room will readily show that more people are going meatless more often. Just don’t label them as vegan or vegetarian, because they might still enjoy a stray piece of bacon here or there or a cheeseburger that came from a cow every now and then.

In the book Our Changing Menu: Climate Change and the Foods We Love and Need by Michael P. Hoffmann, Carrie Koplinka and Danielle L. Eiseman, two of the authors conducted a survey that found “two-thirds of respondents expressed a moderate or higher level of concern that climate change would affect their food choices.”

A recent study on Gen Z by Y-Pulse showed a majority of this young generation consider themselves “meat eaters who love veggies.”

We gathered a small group of three foodservice veterans—two onsite chefs and a sustainability manager who’s also a chef—to take their temperature on how plant-based philosophy turns into a winning plant-based plan of action. These chefs have lived and served through the popularity of low-fat diets, Snackwells cookies, the Atkins craze, Paleo and more. Where food fads fizzle out as a rule, many foodservice pros seem to find the new ideas and intersections around plant-based eating are less restrictive and more inclusive, therefore leading to real staying power. Read on for a chat with Sodexo Regional Sustainability Manager April Word, Point Loma Nazarene University Executive Chef Dave McHugh and Chef Juan Zamorano of San Diego Unified School District.  

How did you and your customers perceive plant-based food 15 or 20 years ago?

“It used to be perceived as something that a very select group of people would do. Almost elitist, and unaffordable. Also, some people thought that eating plant-based would deprive them of good nutrition and they would have to sacrifice satiety and flavor.”—Juan Zamorano

“These days, plant-based options are more of an exception these days. No more is it an oddity to have no animal products in composed salads or side dishes. I remember asking guests what they were doing when they would be forking through a dish and they would ask, ‘Where is the meat at?’”—Dave McHugh

“There is definitely an increasing awareness and consumer demand for a wider and better selection of plant-based options. I think there’s a greater understanding that what we eat impacts not only our health, but also the health of the planet. People are looking for climate solutions and starting to understand that their day-to-day dining choices can be a part of that. I also think the technological innovations the last few years have brought plant-based proteins into the mainstream in a whole new way, as opposed to just having the tofu option like it used to be.”—April Word

Do your customers want to be labeled “vegetarian” or “vegan” and in turn have menus labeled as such?

“I think only 4 to 5% of Americans identify as vegetarian, but that number goes up closer to 15% amongst college students. On the other hand, over 35% of college students identify as flexitarian, which I think is a helpful term. I’m a big fan of the term reducetarian because that suggest that no matter where you are on the spectrum, you can make choices every day to reduce your animal product consumption.”—Word

“Our K-12 customers know what they like and pay little or no attention to whether the food is considered vegetarian, plant-forward, plant-based or vegan. If they like pizza in general, they are more likely to take any type of pizza, including cheese pizza, which is vegetarian.”— Zamorano

“To many college students, the daily expectation is fresh, quality food that’s unique and flavorful, without sweet and sticky sauces automatically added.”—McHugh

Let’s talk menus! What are some plant-based menu items you’ve had success with?

“Some of our most popular plant-forward items are three-bean chili, Eva’s Avocado Salad, veggie burgers and the Truitt Dipper and Veggie Plate. But defining success is a complicated thing when it comes to plant-based. This can mean different things to different people. For us, plant-based success means we are educating our students to make healthier eating choices.”—Zamorano

“Each time our vegan cauliflower taco station is offered as a special event, all the managers automatically arrive at the station to assist with plate up and execution. From fresh corn tortillas to handmade pico de gallo and guacamole, it’s a hit and we will serve 450 to 650 an hour for the entire lunch service!”—McHugh

“Big hits across multiple campuses are fried cauliflower tacos (see above), jackfruit carnitas tacos and plant-based pizzas. We’ve just started rolling out Incogmeato Chick’n tenders and those are a hit amongst even meat-eating students. They love when plant-based dishes offer great flavor and texture. It also helps where there are familiar or comforting elements. It’s one thing to step out of your comfort zone in one way, but that shouldn’t mean you necessarily have to adopt a whole new way of eating.”—Word

How do you let diners know if an item is plant-based?

“In most cases the same way we would communicate what any other entrée is. An honest description with a dash of marketing pixie dust. Describe the cooking method used, describe the origin of the dish and describe its journey to our table, while describing how appetizing and tasty the food is, due to herbs, spices and texture.”—Zamorano  

“Our standard signage will indicate if an item is vegetarian (no meat products), vegan (no animal products at all), and/or plant-based, which is basically vegan, but makes the exception of honey and white sugar, which are products some strict vegans avoid, but many less-strict diners will enjoy.”—Word

“A few semesters ago we noted that our vegan program needed to be enhanced. As a result, we created a new station for all guests. Students now make a beeline to Chef’s Vegan Station, or they can build a vegan salad at the salad bar first and then go to the station for plant-based toppers and add-ons.”—McHugh

“Fake meats” have gotten very sophisticated lately, but recent financial reports in The Wall Street Journal show a plateau effect, possibly due to customers asking, “Is it really healthier?” and “How processed is this item?” What are your thoughts on those products?

“I think there’s room for both. Beyond meat has definitely been a game-changer in terms of popularizing plant-based alternatives and making the very notion way more mainstream. That said, I kind of disagree with the notion that we need solutions that present a 1:1 sub for meat eaters. The average American eats about 55 lbs. of beef per year. I don’t think switching that to 55 lbs. of ‘fake meat’ is a real solution. We need to shift towards more vegetable-forward eating across the board. I also have some hesitancy to rely too much on any product that essentially supports the current agricultural system of monocropping. I don’t think our solutions can rely just on industrial corn and soy; we need to also be focusing on how we treat the land in the process of growing these crops and move towards systems that support more biodiversity, not less.”—Word

“I don’t mind fake meats as part of a recipe playing a supporting role, but serving it as the main component in a dish is not something I’m too excited about. I’m a little uneasy about the sodium content, preservatives, artificial coloring and the amount of processing that goes into making some of these products.”—Zamorano

“This is very relevant. Based on our students voting with their choices, we have seen a noticeable shift away from pre-formed faux meats. Having meat flavor and consistency (tooth and mouthfeel) remains much less important to those who have long-ago decided to forgo meats. The win is when your when your flexitarians imbibe. More often, a phrase I hear from guests is: ‘I couldn’t even tell if there was meat in there or not…and it doesn’t matter!”—McHugh

We have to ask: Is plant-based eating more than just a fad?

“Oh yeah! We strongly believe that plant-based styles of cooking are very much here to stay and it will continue to have a growing presence on our menus. It may not even be seen as something different as better cooking techniques, recipes and training continue to bring plant-based style closer to mainstream cooking.”—Zamorano

“It’s definitely more than a flash in the pan. As a company, we want to be part of the climate solution and we know that what we choose to serve can play a huge role. That’s why we’ve made the commitment that 42% of our menu offerings in the campus segment will be plant-based by 2025, up from our current 27%. This goal ties to our larger objective to reduce our carbon footprint by 34% by 2025. We’re investing time, resources, training and menu development to ensure this isn’t just a trendy fad. Our customers are paying attention to the state of the environment and seeing the impacts of climate change with their own eyes and they want to do something. So we’re trying to support their choices by providing knowledge and a delicious array of plant-based options to choose from. The truth is the planet can’t sustain our current meat consumption habits so we can’t afford for this to be just a trend.”—Word

The past year has seen dozens of new substitutes for meat and dairy introduced across the country. Some chains, such as Chipotle Mexican Grill, developed their own. Others went with brands that have established themselves over the past few years such as Impossible Foods and Beyond Meat, while others worked with newer entrants into the foodservice space such as Field Roast, Meatless Farm, and Hungry Planet, and others still turned to legacy brands such as Dr. Praeger’s and Gardein.

In the dairy substitute realm, oat milk was the stand-out favorite, both in coffee drinks and frozen desserts, and Just Foods dominated the market for egg substitutes.

At the National Restaurant Show in Chicago this May, the floor had an overwhelming selection of plant-based substitutes for meat and dairy, as well as for fish and other seafood, as well as some fungus-based proteins made from mushrooms.

How many of the new brands will survive is an open question, but plenty of them succeeded in landing on menus in 2022 and early 2023.

Take a look at some of them here.