“Consumers are not confused,” Bushnell said. “They don’t think when they buy a plant-based hotdog it’s a beef hotdog, but they understand how to use it.”In 2020, the research non-profit the World Resources Institute released alooking at the most effective ways to encourage people to eat less meat based on the psychology of food choices.
The report advises those in the food industry to offer more plant-based options, make them taste good and make themgood. While fried chicken is “crispy” and burgers are “juicy”, menus often describe plant-based options as “healthy”, “vegan” or “meat-free” – none of which, research shows, makes people want to order them.
Using language to evoke flavor and mouthfeel makes people substantially more likely to order a vegetarian meal. When the cafes of UK food retailer Sainsbury’s renamed their meat-free sausage and mashed potatoes “Cumberland spiced veggie sausage and mash”, sales shot up 76%.can promote veg options by highlighting their environmental benefits.
It also helps, Attwood said, to put vegetable options at the top of the menu and interspersed with, rather than segregated from, meat dishes. Studies have found making vegetable meals the default choice makes people
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