Veganuary: A Fresh, Green Start To A Prosperous Year

Do campaigns built around vegan meals actually attract guests, or is it a "tale as old as time" that surprises no one? If the restaurateur gives it a bit of thought, Veganuary can give their restaurant a strong boost.

From this article you will learn:

Is Veganuary still popular, or an old trend?
Why vegan options should be on your menu not just in January
How the food cost of vegan dishes looks compared to meat
How to use Veganuary to introduce more vegan options to your menu
How to make vegan dishes more interesting
How to participate in Veganuary

Veganuary is an initiative launched in 2014 in the UK. The idea is to encourage customers to try vegan dishes throughout January. Through Veganuary, participants can discover new flavors and dishes, but also learn about the benefits of a plant-based diet.

In 2024, over 1.8 million people participated in the 10th edition of the campaign. A YouGov survey in the UK found that 75% of respondents had heard of Veganuary, confirming the campaign's popularity in its home country. The buzz about the “green” challenge is spreading around the world, and the number of restaurants that offer vegan menus is steadily growing (the famous Hard Rock Café joined the campaign in 2024). Therefore, the moment of Veganuary should be seized to expand the menu, and thus increase and diversify the target group for your establishment.

A Green Light For Year-Round Green Options

The interest in meat-less cuisine instead of quieting down, seems to be growing steadily. More and more people are opting for plant-based diets for a variety of reasons, such as health, ethics, and environmental concerns. At the same time, the variety and the untapped potential of plant-based cuisine make it increasingly popular even among people who do not plan to give up meat completely.

Introducing vegan options to menus also creates opportunities to experiment with different ingredients and flavors, which attracts customers looking for new culinary experiences and innovative dishes that stand out from traditional meat dishes. For example, a UK restaurant chain Las Iguanas has seen a 400% increase in Veganuary-related deals by offering popular vegan dishes such as “All Plant No Goat Curry” on special menus.

Introducing vegan options or even re-branding as a vegan restaurant does not have to meana loss in popularity or profits - quite the opposite! One of the main examples is the Eleven Madison Park restaurant in New York City, one of the most exclusive in the world, that before 2020 had a mainly meat offering and built its prestige on it. Since re-branding as an exclusively vegan restaurant, it has continued to maintain its three Michelin stars (while also being the only vegan restaurant in the world to be so highly awarded) and has successfully stayed in the minds of not only New Yorkers it seems - the almost impossible-to-book tables speak for themselves.

The Meat Substitute Trend Is Still Growing

The meat substitute market continues to grow in popularity. In addition, technology is evolving rapidly to produce various meat substitutes that even meat lovers can't tell apart from the real deal so chefs don't need to change their recipes in any way to make a dish taste as good. According to an AT Kearney report, by 2040, most of the world's meat products could come from alternative sources.

According to PwC forecasts, the global market for plant-based meat substitutes could reach $234.7 billion between 2022 and 2030. Commercial Director at meat substitute company Unconventional Taste, Steve Wickham, in an interview with Veganuary.com, shared that during Veganuary his company saw as much as a 112% profit increase and a 395% increase in popularity on Instagram compared to 2022. More and more consumers are aware of the benefits of a plant-based diet, which is contributing to the growing interest in meat substitutes.

Your Spreadsheet Will Love The Veggie Menu

Offering vegan dishes in restaurants can be worth it both in terms of changing consumer preferences and financially, as vegan dishes often have a lower food cost than meat dishes. British bakery chain Greggs reported a 13.5% increase in total sales during its 2019 Veganuary campaign, largely attributed to the introduction of vegan products.

Meat, especially the red or processed kind, is one of the most expensive ingredients on the menu, so replacing it with cheaper plant-based alternatives such as legumes, tofu or seitan can significantly reduce the cost of raw materials.

Introducing plant-based dishes can attract new customers, including vegans, vegetarians and flexitarians, who are an increasing group of consumers. Customers are often willing to pay more for interesting and well-prepared vegan dishes because plant-based cuisine seems more innovative, interesting or exotic.

Another huge pro of plant-based cuisine is the constant rotation of available ingredients. Using seasonal products is not only a way to save money, but also change the menu with each season, which distinguishes the restaurant from more traditional ones with set menus and gives guests a sense of freshness. Also, guests' awareness that the ingredients are seasonal, and therefore the number of dishes is limited, creates more demand.

How To Make Vegan Interesting For Everyone

To offer vegan dishes in a captivating way, you should use innovative approaches that will attract customers and allow your establishment to stand out from the competition. Here are some ideas:

Seasonal and local: Create menus around seasonal ingredients and local products. For example, you can introduce dishes inspired by regional recipes, but in a vegan version, which will emphasize the freshness and quality of the ingredients used
Food from around the world: Introduce dishes from different cultures, such as vegan curry, jackfruit tacos or veggie sushi. This will not only add variety to your offerings, but also allow customers to discover new flavors.
Let your guests play with their food: organize workshops or classes, where customers can learn how to prepare vegan dishes, like the Polish vegan restaurant chain Manna does, offering workshops on, for example, “preparing a plant-based dinner in 40 minutes” under the guidance of its chefs. It's an engaging way to promote plant-based cuisine and build a community around your establishment.
Colorful plates: Make your dishes aesthetic; use different colors, textures and toppings to make them look appetizing and inviting. Aesthetics are incredibly important for attracting customers, especially on social media, and veggie dishes are the way to let your imagination run wild, either by creating simple compositions or small works of art, like at a Parisian restaurant L'Arpège, where the tomato slices are so thin they're transparent, the dishes are smell like roses and lavender, and each plate resembles a garden.
Don't be afraid to substitute: Use advanced meat substitutes, such as plant-based burgers or sausages that mimic the taste and texture of traditional meat dishes. This way you attract not just vegans, but also people who limit their meat intake. There are even restaurants famous for their unbelievably realistic meat imitations (such as Avant Garden in New York)
Marketing campaigns: Use social media to promote your vegan dishes through themed campaigns or plant-based cooking challenges. You can also hold contests for customers to engage them in creating your brand identity.

Leverage Veganuary To Refresh And "Regreen" Your Menu

First and foremost, to start you have to create a special menu for Veganuary, which should include a variety of plant-based dishes, such as vegan burgers, salads, soups or pastas. You can also experiment with local ingredients to make your dishes unique. If you want, you can go a step further and organize events, where customers can try different plant-based dishes. You can also invite local chefs to do cooking classes focused around vegan dishes.

Be sure to use social media as well; post photos of your dishes, recipes and plant-based diet tips. You can also create your own challenge for your followers, encouraging them to share their experiences.

After January, consider introducing vegan items to your menu for good, or holding regular plant-based cuisine-oriented events. This will help you make a smooth transition into the plant-based cuisine market and keep your customers interested throughout the year.

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