Vegetarian friendly

Vegetarian friendly
Tags: Food & Beverage, Trends / Statistics
March 24, 2008

Since 1990, the number of strict vegetarians in the U.S. has hardly fluctuated. But the demand for meat-free meals has spiked, and restaurants have responded by ramping up the number of vegetarian items on their menus.

An estimated 1.5 percent of the U.S. population is vegetarian, says Harry Balzer, vice president of The NPD Group, a consumer and retail market research organization. That percentage does not account for the vast number of people who frequently choose to forgo meat for the day. According to The NPD Group, less than a third of American meals and snacks include meat, fish or poultry.

"The issue is not whether they won't eat meat, fish or poultry, but if you need to eat it every single day," Balzer said. "The real change here now is that that people are asking for vegetarian items. It's become a part of all Americans' diets for the day, or the meal, just not for their entire life."

Kara Nielsen, who studies trends for the Center for Culinary Development, agrees more people are opting to go meat-free occasionally, but differs with Balzer in that she believes the number of vegetarians is on the rise. She attributes the increase to a greater awareness of the nation's food supply and production, in tandem with a rash of negative headlines about beef recalls and the treatment of animals.

"Meat production is turning off more and more people, and there's a parallel to the increased interest in the environment and sustainable living," Nielsen said. "People are really realizing the impact they are having."

Fast-casual chains would be smart to offer veggie options as a way to indicate to their customers that they understand their lifestyle, their diet and their personal preferences, Nielsen and Balzer said.

Faithful foodies

Casie Caldwell frequently sees those occasionally meat-free customers as co-owner and co-founder of Greenz, a Dallas-based fast-casual salad operation.

She, along with co-owner and co-founder Jennifer Huval, opened the first store in 2004, after observing a pattern in their former colleagues in the Internet consulting business.

"It really stemmed from us standing around with our officemates on Fridays, after being on the road all week," Caldwell said. "We all knew we had eaten like crap all week and wondered, â€˜Where can we go to get a really good green salad for lunch?'"

The weekly ritual begat the idea for Greenz: offer innovative salads with creative presentations like those in finer establishments, but at an affordable price. The three Greenz locations offer primarily salads — some with meat, some without — and soups.

The Greenz co-owners noticed immediately after opening that the vegetarian side of the salad menu routinely outperformed meat offerings in terms of people's ordering preferences.

Even with more meat-eaters in the country than vegetarians, tapping into vegetarian or vegan zeal can work profitably for some organizations.

Pizza Fusion, a Florida-based operation with 60 franchises in 10 states, is Earth-conscious and dedicated to healthy, sustainable eating practices. The chain's motto is "Saving the Earth, one pizza at a time."

When Pizza Fusion began offering soy cheese on its veggie pizzas, "the vegan community took note and started blogging about us," said Ashley Rathgeber, supply developer for the chain. Of Pizza Fusion's 19 specialty pizza offerings, two are vegan and about a dozen are vegetarian. On "Love Your Vegan" Wednesdays, soy cheeses are offered without the usual upcharge.

story continues below...

This story and all of our great free content is supported by:

CBORD Group, Inc. | Foodservice Software The world's leading provider of foodservice management software solutions, campus and cashless card systems, housing and judicial process management solutions, and access control/electronic security systems.

Pizza Fusion found, contrary to the numbers that show vegetarians (who generally do not eat any kind of meat, including fish and poultry) — and vegans (who follow an even stricter diet, avoiding animal products such as dairy, eggs and honey), to an even smaller degree — make up a tiny slice of the American pie, it can be financially savvy to cater to this audience. Vegetarians and vegans, Rathgeber said, are fiercely loyal to establishments that offer items they can eat. Additionally, preparing food for the vegetarian and vegan crowd typically costs less than for Pizza Fusion's meat crowd, because the chain uses free-range, preservative- and antibiotic-free meats, which come at higher prices.

"If a chain can get out there and say, â€˜We've got all-natural proteins or organics,' they are showing commitment that will win over the strict vegetarians and vegans," Nielsen said. "It sends a message to their core audience that this is what they care for." Changing up the cuisine

Au Bon Pain executive chef and senior vice president of food and beverage Thomas John also took cues from customers' requests for more vegetarian offerings.

"We keep our ears as close to the ground as possible," John said. "Our vegetarian soups used to have a chicken-based stock, but now for the past two years we've changed them to a vegetable stock."

Au Bon Pain has responded to the increased demand for vegetarian fare in the last several years. Of the chain's 40 soup offerings, at least 20 percent now feature a vegetable stock, John said.

Customers' increased awareness of healthy eating means more than veggie soups for Au Bon Pain.

"We're adding more vegetables to our sandwiches because we're trying to create a wholesome meal," John said.