A recent study conducted by researchers at Stanford University School of Medicine explored whether the addition of plant-based options on a menu would lead people to choose less meat. The study involved showing participants a mock Chipotle menu with varying levels of vegan alternative options. Surprisingly, the results showed that adding plant proteins did not reduce meat consumption, but rather took away choice share from other plant-based options on the menu.

The researchers pointed out that negative perceptions about the taste, texture, and processing of plant-based meat analogues may be a reason why they did not reduce the demand for animal proteins. Contrary to common beliefs, the study's findings suggest that strategies such as pricing and positioning of vegan alternatives as replacements for meat rather than supplements may be more effective in encouraging plant-based diets. Further research is needed to explore ways to increase the consumption of vegan meat alternatives through educational, narrative, or taste-test interventions.