The Vegan Veto: Why Foodservice Is Still Losing the Customers Plant-Based Brands Fought to Win

Naomi Jardine, a vegan for over a decade and founder of Your Vegan Customer, highlights the common shortcomings in foodservice when it comes to catering to plant-based customers. Issues such as limited menu choices, unclear labeling, hidden animal ingredients, and additional charges for plant milk often lead to a disappointing dining experience for vegans. This can result in the loss of not just one customer, but potentially an entire group of diners.

To address these issues, Jardine developed the Vegan Customer Standard, which categorizes venues based on their level of vegan-friendliness. Simple fixes such as offering more vegan options, providing clear menu labeling, eliminating extra charges for plant milk, and ensuring staff are knowledgeable about vegan options can make a significant impact in attracting and retaining vegan customers. Ultimately, providing a positive dining experience for vegans in foodservice can have a ripple effect in promoting plant-based choices and encouraging trial and adoption of vegan products.