Add Vegan Menu Choices For New Sales

With first my niece and now my daughter choosing a vegan diet and lifestyle, dining out has started to become a more interesting though somewhat trying exercise. My recent experiences have helped me to think about how restaurateurs and foodservice operators can differentiate themselves among this niche group of diners by adding vegan dishes to their menus to entice new customers and build loyalty. Vegans, those who choose not to consume animal products of any kind, are a passionate group.

They, in general, are highly aware that they making a lifestyle and a philosophical statement – whether it is to ensure healthier diets, express concern for the environment/the ethical treatment of animals or an attempt to heighten spiritual or religious consciousness, most vegans consider their choices to be lifestyle and philosophical alternatives. Today, there are more than one million vegans in the U.S. A majority are women 18 to 34 years old.

Given all this, what are the major reasons operators should consider adding vegan meal choices to menus and marketing efforts? Here are some specific rationales:

• There is a motivated group of people looking for vegan meal choices, oftentimes with friends who aren’t vegans so they are prone to eat in omnivore operations. Despite this, most operators make few or no accommodations for vegans, so those that do will market to an unmet demand.
• Most vegetarians, a much larger pool of U. S. diners, also enjoy vegan dishes.
• Vegan foods are invariably Kosher and Halal, further expanding their potential appeal.
• Offering vegan choices helps to differentiate operations in a way that is environmentally and socially responsible, something more increasingly important among young adults.

There are several ways to market a foodservice or restaurant to vegans. These include:

• Adding vegan choices and food sourcing on web sites, since many vegans do research before going to a restaurant to pre-determine what their menu options will be.
• Noting vegan choices and food sourcing on social media sites – vegans skew younger and look for information through Twitter and Facebook, which helps increase the opportunity to get exposure.
• Displaying vegan-related information prominently on menus with special call-outs and appetizing food descriptions.
• Making sure servers and cooks understand vegans menu items. Vegans are vigilant about their food and how dishes are prepared. If operators choose to offer vegan items, be sure staff can explain the dishes to diners. One of the biggest turn-offs for vegans is restaurants and foodservices that market themselves as “vegan friendly” but don’t deliver on their promises.
• Distributing flyers of vegan and vegetarian choices to potential diners. The return here is that vegans oftentimes share this information about appropriate operations with friends who are looking for new places to dine, as well.

Vegans are always on the hunt for restaurants and foodservices that offer animal product-free dishes – that’s what makes them an interesting niche market to reach out to. The feedback I’ve received from vegans I know is that once they find a good dining establishment, they look to be loyal, repeat customers.