Commentary

Smart companies know: It pays to join the vegan revolution

Tracy Reiman, executive vice president, People for the Ethical Treatment of Animals, says restaurants should ask themselves this question: Will they join the vegan revolution, or will they be left behind?

Photo by iStock.com

October 19, 2018

Editor's Note:This commentary is in response to a Fast Casual contribution written by Richard Berman,executive director, Center for Consumer Freedom:Should brands change menu items when faced with challenges from animal rights activists?

By Tracy Reiman, executive vice president, People for the Ethical Treatment of Animals

Commentary writer (and lobbyist for the meat, tobacco and alcohol industries) Richard Berman has an ulterior motive: to stop the restaurant industry's inevitable move toward offering more environmentally and animal-friendly food. His dubious advice that it ignore the growing chorus calling for vegan options isn't just bad for animals, it's also bad for business.

Today's consumers are both conscious and conscientious — they want to know where their food comes from and what practices their purchases are supporting. They care about animals, their health and the planet — and their buying choices reflect those values.

PETA has seen enormous support for an increase in vegan options in the restaurant industry, particularly in the fast casual sector. Our corporate affairs department often works with companies to identify opportunities for improvements in animal welfare that align with corporate objectives.

We approach companies with the facts — including that egg industry farmers cram thousands of hens inside warehouses with mere access to the outdoors and call it "free-range" and cows used for milk and cheese are dehorned using searing-hot irons, caustic chemicals, blades or handsaws.

Many companies are eager to add cruelty-free options, because they know that this is what their customers want. PETA has been working for years with chains across the globe to help companies expand their vegan options with exciting new offerings. And moving in a kinder direction often generates excitement about and draws attention to a brand, which can translate into increased sales.

For example, when IKEA began exploring vegan options for its restaurants, PETA provided it with input and advice — the addition of vegan meatballs and hot dogs generated thousands of dollars' worth of free publicity for the store and has been a huge success. The Yard House has an entire menu featuring Gardein vegan meats including vegan chicken tenders and TGI Friday's has the hugely popular Beyond Burger.

Showing concern for animals builds goodwill with the public, too. Animal welfare consistently ranks among the top three causes that Americans care about, and online efforts in behalf of animals receive massive support. Vegan eating has been the most popular topic discussed this year by "foodie influencers" on social media platforms such as Twitter, Reddit and Instagram, according to the social-intelligence firm Brandwatch.

When companies make positive changes for animals, they tap into a market share that is growing exponentially. The demand for vegan foods is skyrocketing: U.S. sales have increased more than 20 percent over the last year, topping $3.7 billion. According to data, sales of nondairy products have increased astronomically over the last year, with vegan ice cream and cheese up around 40 percent and vegan yogurt up by 54 percent.

Still, 80 percent of respondents to a recent survey said that they want even more vegan food options, and the interest is even higher among millennials.

Smart companies are taking notice and updating their menus accordingly in order to reach a broader customer base. Ohio-based Rapid Fired Pizza added Follow Your Heart vegan cheese and made its crust vegan after conversations with and recommendations from PETA. Over 40 pizza chains now offer vegan cheese, including nearly all the popular fast, casual brands, such as Blaze Pizza, MOD, Pieology, Uncle Maddio's and Sbarro's Cucinova, and now many are testing or adding vegan meats.

The Habit Burger Grill now offers a vegan burger and has made all its bun and bread options vegan and exchanged honey mustard for a vegan sweet mustard after working with PETA for nearly two years. Options like the Beyond Burger are forcing companies to fight to stay relevant when it comes to veggie burgers. To stay ahead of the pack, Bareburger and The Counter offer a vegan burgers with vegan mayo, and Shake Shack includes it in the vegan burger they are testing, while other chains are adding vegan cheese.

The buzz surrounding vegan cuisine and the demand for cruelty-free fare — which are growing by the day — mean that restaurants should ask themselves this question: Will we join the vegan revolution, or will we be left behind?