What younger generations want

Indeed, if you were to interview a young vegetarian who travels regularly for business throughout various cities in France, they would still express some frustrations. Especially in smaller towns, they often struggle to find options beyond the usual pasta or vegetable pizzas in bistros and brasseries. Still, many appreciate that restaurants are now making an effort to adapt, even if there are no explicitly labeled meat or fish-free dishes on the menu.

The availability of these products is expected to continue to increase. Some chains have already made it a strong focus, such as Burger King. The fast-food brand, part of the Bertrand Group, a leading French restaurant conglomerate, is diversifying its offerings: for a two-month period until mid-June, they added a "veggie" version of their chicken burger, in addition to the four permanent meatless burgers and wrap on their menu.

By the end of 2022, vegetarian options accounted for 20% of sales for the four iconic burger recipes, including the Whopper.

A successful menu 

In KFC outlets, the "Colonel Veggie" burger, which is made with mushroom-based proteins, was initially launched as a limited edition in Aug. 2022, but has permanently established itself on the menu after becoming a resounding success.

Bagel Corner, on the other hand, partnered with Planted to launch the "Pulled no-Pork BBQ," made with a pea-based protein. At Pomme de Pain, a French fast-food chain, the new spring-summer menu places particular emphasis on vegetarian offerings, ranging from tomato and mozzarella pasta salad to a falafel sandwich.

The industry needs to cater to the growing number of "flexitarian" consumers.

In a different vein, the Barrière Group, which operates in the French luxury hotel industry and in the catering and leisure industry, has symbolically organized the first edition of its "100% Vegetal Challenge" among its chefs. The winning dish, based on artichoke hearts, will be featured on the menu of the group's 140 establishments for three weeks in autumn, coinciding with the European Sustainable Development Week.

Some cities have made more progress than others in this regard. While the national average of purely vegetarian restaurants stands at only 0.3% according to Food Service Vision, it reaches 1.2% in Lyon. "This type of establishment is diversifying. Players in the street food and ghost kitchen sectors are now occupying this niche field with products that are intended to be very tasty," says François Blouin.

An economic challenge 

High costs for meat are also likely to come into play. While meat substitutes often come at a similar price point to the products they aim to resemble, a well-presented and skillfully prepared vegetarian dish made from alternative ingredients can be more cost-effective for restaurateurs.

In non-vegetarian restaurants, the offering is expected to continue expanding. The industry needs to cater to the growing number of consumers who have adopted a "flexitarian" approach, where they consume meat or fish in some meals and abstain from doing so in others. There is a need to provide a wider choice for these consumers and accommodate their dietary preferences.