Shift in Plant-Based Food Offerings
In 2021, the restaurant industry experienced a significant expansion of vegetarian and vegan options, driven by growing consumer demand. McDonald’s, for instance, introduced its first plant-based burger.
By 2026, this trend had shifted dramatically. McDonald's announced a reduction of most of its vegetarian range, retaining only the McPlant burger, citing weak sales. Wagamama and Domino’s have also scaled back their plant-based options. The last Veggie Pret, a standalone plant-based concept store established in 2016, closed in February 2024.
Industry Observations and Data
Some industry observers link this shift to increased consumer skepticism regarding ultra-processed meat alternatives. They note a reported return to whole protein sources, particularly chicken. Other perspectives suggest this represents market stabilization following a period of rapid growth.
Data from Lumina’s Menu Tracker for the first three months of 2025 indicated a reduction in vegetarian dishes in pubs and bars compared to the previous year. Pubs are "stripping back lower-volume categories" and focusing on "high-margin core meat dishes," stated Liv Warren, an insight manager at Lumina. A similar pattern was observed in restaurants, where traditional meat mains, pizzas, and burgers increased in prominence, with chicken dishes seeing a 4.2 percentage point rise in mains share.
Warren highlighted that menu expansion in the first half of 2025 was predominantly meat-led, particularly with chicken and other proteins. Operators are reallocating menu space to higher-margin meat dishes, influenced by ongoing cost pressures, a normalization of demand, and a shift in health messaging towards "high-protein."
"Pubs are 'stripping back lower-volume categories' and focusing on 'high-margin core meat dishes.'" — Liv Warren, Lumina
Broader Influences and Economic Factors
Bia Bezamat, cultural insights director at Kantar, noted the role of algorithm-driven food trends on platforms like TikTok. These trends often promote high-protein and gut-health concepts that frequently favor meat and fermented foods. The rise of GLP-1 medicines also contributes to demand for smaller, nutrient-dense meals.
Kara Buffrey, founding partner of Chomp, described the changes as a "market correction" rather than a "cultural reversal." She indicated that fast food operations are demand-led, and products with insufficient orders are discontinued. Buffrey also suggested that rising menu prices might lead consumers to perceive greater value in meat options when dining out.
The changes are a "market correction" rather than a "cultural reversal." — Kara Buffrey, Chomp
Economic factors such as inflation, higher wages, national insurance increases, and business rates are significantly impacting profit margins. With nearly 38% of diners reportedly eating out less due to rising costs, businesses are making strategic decisions about menu items.
Continued Plant-Based Interest and Consolidation
Laura Hellwig, managing director at Viva!, acknowledged economic pressures but asserted that consumer interest in plant-based lifestyles remains strong and is growing. She cited research from the Good Food Institute from May 2025, stating that 31% of people in the UK were actively reducing meat intake, and 9% followed meatless diets. Veganuary 2026 reportedly saw a record 30 million participants globally.
Hellwig dismissed the idea of a plant-based collapse, characterizing the sector's current state as a period of consolidation after unsustainable rapid growth. She emphasized that successful plant-based items, such as the McPlant and Greggs vegan sausage roll, continue to perform strongly. She also noted growth in "minimally processed, whole-food and naturally high-protein options such as tofu, tempeh, seitan and falafel" and functional foods.