New Survey Shows Meatless Monday Benefits Restaurant Business

New Survey Shows Meatless Monday Benefits Restaurant Business By Cherry Dumaual, The Monday Campaigns
 
With Monday typically a slow day for restaurants, Meatless Monday offers a significant advantage.  According to an online survey conducted this July, 66 percent of respondents would absolutely eat at a local restaurant that promoted Meatless Monday.  And they wouldn’t dine alone.  Those guests indicated they would also bring their friends to those restaurants for Meatless Monday promotions.

The survey of more than 200 people didn’t stop there.  It further revealed the types of promotions and menu offerings that could attract diners and build business for the participating restaurants.

The Meatless Monday movement, founded in 2003 by Monday Campaigns¹ Chairman Sid Lerner with Johns Hopkins Bloomberg School of Public Health, encourages people to cut back on meat consumption one day a week for their health and the health of our planet. To take advantage of this opportunity, restaurants that promote Meatless Mondays do not need to take meat off their menus; they simply highlight their plant-based dishes on the first workday of the week.

Enticing Promotions
So what types of promotions would draw diners to a restaurant offering Meatless Monday? According to the recent survey, top on the list are:

  • Meatless Monday seasonal specials ¬ 56 percent
  • Discounts on Meatless Monday featured items ¬ 53 percent
  • Chef tasting menus ¬ 40 percent

Menu Offerings
What types of meatless offerings entice diners?  Respondents shared the following top picks:
  • Seasonality again came to the forefront with 59 percent responding that they would like to see “anything in season” on a restaurant menu.
  • Veggie burgers followed with 39 percent, grilled veggies at 37 percent, and veggie soup at 29 percent.
  • Respondents selected the black bean burger (27 percent) and the mushroom burger (25 percent) as the top two preferred veggie burgers over lentil, tempeh and walnut burgers.

Chef Insights
Acclaimed Chef John Fraser brought Meatless Monday to Dovetail, his Upper West Side restaurant in New York City.  Chef Fraser said, “There is still meat on the menu, but a bigger choice of plant based foods.  It's been great. We basically book out every Monday night. It's like an event, and it's very interesting to me to see a different demographic from what you would find on a Tuesday or Saturday.”

In describing his success with Meatless Monday, Executive Chef Jason Weiner, said, “Meatless Monday is expanding our clientele, challenging our cooks, and supporting our local growers. Put simply, Meatless Mondays is win-win-win.” Weiner features prix fixe Meatless Monday menus each week at Almond NYC, Almond Tribeca and Almond Bridgehampton.

How will your restaurant take advantage of the ever-growing Meatless Monday opportunity?
 
About Meatless Monday
The Meatless Monday campaign seeks to reduce the risk of chronic diseases such as diabetes, heart disease, stroke, and cancer and conserve valuable environmental resources by encouraging the public to cut back on meat consumption one day a week. The campaign is founded on research that demonstrates that Monday is the day we are most primed to start and sustain a healthy new behavior.

Since its launch 12 years ago, Meatless Monday has become an international movement with support from schools, celebrities, restaurants, and organizations around the world.

For a brief video of top chefs, Bill Telepan, Telepan; Ivy Stark, Dos Caminos; Matteo Bergamini, SD26, and Bryce Shuman, Betony and Jonathan Waxman, Barbuto talking about the benefits of Meatless Monday and plant-based menus, go to https://vimeo.com/132954684.

Meatless Monday talks to Top Chefs 1 from The Monday Campaigns on Vimeo.



For free creative resources including toolkits, promotional ideas, graphics, posters and recipes, visit www.meatlessmonday.com.