We’ve been turning our menus upside down highlighting vegan, vegetarian and sustainable options. Using great flavours and ingredients to ‘nudge’ diners into choosing these before they get as far as the meat dishes.
Research shows that where a menu consists of over 75% vegetarian options, a meat-eater will be more likely to choose a vegetarian option. This type of intervention is known as “nudging”. It involves modifying the context in which a decision is made, in order to make a certain course of action more appealing.