Vegetarian has an unfortunate reputation in some culinary thinking. Chefs and other foodservice operators almost need to step aside from the word and just think in terms of healthful menu items, or flavor-rich items with trendy ingredients, and it’s likely some will just happen to be vegetarian that anyone would love. For example, on the appetizer menu, wouldn’t mushroom caps filled with cheese, panko and herbs be simply amazing?—and oh, vegetarian. Hummus served with nearly anything reasonable is quite vegetarian and “in.”
I was working on an article for Sizzle magazine about Vegetarian cuisine (see “Beyond the Veggie Burger” to the right under “my articles”) and the most interesting thing a chef told me was that if a culinarian will just look to Japanese or Mediterranean cuisine for dish ideas, vegetarian items will naturally present themselves, because that’s just the way those two cuisines are.
And then let’s talk about salads. I was working on another article this week about menu engineering/pricing (more to say about that in another month), and I talked to a BBQ restaurant owner who learned something amazing about salads. The restaurant obviously is meat-centric, and so were the salads—mostly chicken variations (fried, grilled, smoked). What he didn’t realize for years was that some customers were getting mad. Why should they pay the price for one of these mammoths when they really just wanted a salad? So he redid the menu and took all the protein off the salads (and lowered the price), but mentioned on the menu the meats that were available for an extra charge. He quadrupled salad sales, and that without losing any sales of meat-topped salads.
It brings us to a little secret. Even those who aren’t vegetarians don’t always want a hunk of meat. Ask women. I didn’t think I was like that, but when I go to Costco on Saturday, which is really like a tapas-sampling event, I won’t take the little portions of sausage or coated chicken or ham. I just can’t imagine anything more unappetizing than a wad of meat in my mouth while I’m shopping.
Recent research by the Vegetarian Resource Group shows that 16% of those surveyed say more than half of their meals are vegetarian, and 48% look for vegetarian foods. So the audience for non-meat items is certainly larger than the vegetarian segment. That’s why it’s important for all foodservice operators to take a second look at the menu and see to it that everyone’s interests are being served.
Tell me what you think.
Jody
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