UK Hospitality Sector Scales Back Vegetarian Offerings as Consumer Preferences Shift Towards High Protein Meat Dishes

The British hospitality industry appears to be reversing course on plant-based menu expansion, with major operators including McDonald’s, Wagamama and Domino’s reducing their vegetarian and vegan offerings in favour of higher-margin meat-centric dishes. The shift marks a notable change from 2021, when meat-free options were rapidly proliferating across restaurant and fast-food menus.

McDonald’s recently announced the removal of most vegetarian items from its menu, retaining only the McPlant burger, citing weak sales performance. Wagamama has similarly eliminated several vegan dishes, whilst Domino’s has curtailed its plant-based range. The closure of the final standalone Veggie Pret location in February 2024 underscores the broader trend affecting the sector.

Data from Lumina’s Menu Tracker reveals that pubs and bars served two fewer vegetarian dishes in the first quarter of 2025 compared with the corresponding period in 2024. Liv Warren, insight manager at Lumina, observed that establishments are “stripping back lower-volume categories, with vegetarian dishes shrinking, while doubling down on high-margin core meat dishes.”

The restaurant sector demonstrates similar patterns, with traditional meat mains gaining prominence. Pizza and burger offerings have increased, driven primarily by high-protein chicken dishes, which rose by 4.2 percentage points in mains share during the analysed period. Warren noted that whilst menus are expanding in certain channels, growth remains firmly meat-led, with pubs explicitly reducing vegetarian options in favour of chicken and protein-based offerings.

Industry observers attribute the shift to multiple factors, including mounting cost pressures, normalisation of demand following the plant-based boom and evolving health messaging that emphasises high-protein consumption rather than meat-free alternatives. Consumer scepticism regarding ultra-processed foods has also affected certain vegetarian meat substitutes criticised for excessive processing.

Bia Bezamat, cultural insights director at Kantar, highlighted the influence of social media on food trends, noting that platforms such as TikTok promote high-protein diets typically centred on meat consumption. The proliferation of GLP-1 medications has contributed to demand for smaller, nutrient-dense meals, prompting restaurants to adjust their offerings accordingly. Fermented foods including kefir and pickles have gained traction as part of broader gut health trends.

Kara Buffrey, founding partner of restaurant agency Chomp, characterised the changes as market correction rather than cultural reversal. She suggested that veganism experienced a hype phase to which brands responded boldly, but fast-food operators working on tight margins must respond to actual demand. Rising menu prices may also influence consumer choices, with patrons potentially perceiving greater value in meat options when dining out becomes more expensive.

The hospitality sector faces significant margin pressure from inflation, higher wages, increased national insurance contributions and elevated business rates. Research indicates that nearly 38% of diners are eating out less frequently than one year ago, citing rising costs and the need to save money. These financial constraints compel businesses to make difficult decisions regarding menu composition.

Laura Hellwig, managing director at vegan charity Viva!, acknowledged that economic factors cannot be discounted, with operators cutting lower-performing items across the sector. However, she maintained that consumer interest in plant-based lifestyles remains strong and continues growing. The Good Food Institute reported in May 2024 that 31% of people in the United Kingdom were actively reducing meat intake, whilst 9% followed meatless diets.

Veganuary 2026 achieved record participation with approximately 30 million participants worldwide, up from 25.8 million the previous year. Hellwig rejected suggestions of a plant-based collapse, arguing instead that the sector is entering a consolidation phase following unsustainable rapid growth. She noted that strong performers, including the McPlant and the Greggs vegan sausage roll, continue to demonstrate robust sales.

Hellwig emphasised that many brands launched numerous plant-based products during the boom period, making subsequent rationalisation inevitable. Wagamama retains an extensive vegan range despite recent reductions. She observed that minimally processed, whole-food options such as tofu, tempeh, seitan and falafel are experiencing growth, alongside functional foods offering additional health benefits.

The evolving landscape suggests a more mature plant-based sector where operators prioritise proven performers whilst allocating menu space to higher-margin meat dishes responding to current consumer preferences and economic realities. Whether this represents temporary adjustment or sustained directional change will depend on how consumer attitudes and economic conditions develop over the coming quarters.