UK Pubs and Restaurants Slash Vegetarian Options as Meat Makes a Comeback
In 2021, vegetarianism and veganism were booming across the United Kingdom, with restaurants and fast-food chains rapidly expanding their meat-free offerings to meet surging demand. McDonald's launched its first plant-based burger, joining a wave of operators embracing non-meat options. However, by 2026, the landscape has shifted dramatically, with many establishments scaling back vegetarian dishes in favor of meat-led choices.
Fast-Food Chains Reduce Plant-Based Menus
Last month, McDonald's announced it was axing most of its vegetarian range, sparing only the McPlant burger, due to weak sales. Similarly, Wagamama has removed several vegan dishes from its menu, and Domino's has scaled back its plant-based options. The final standalone Veggie Pret store, which opened in 2016, closed in February 2024, signaling a broader trend in the industry.
Some industry observers attribute this shift to growing consumer skepticism around ultra-processed foods, with certain vegetarian meat alternatives criticized for being overly processed. Data indicates that whole sources of protein, particularly chicken, are regaining popularity. Others argue the change represents a market correction rather than a cultural reversal, as the sector stabilizes after a rapid boom.
Pubs and Bars Explicitly Shrink Vegetarian Offerings
Data from Lumina's Menu Tracker reveals that in the first three months of 2025, pubs and bars served two fewer dishes on average compared to the same period the previous year. Vegetarian options were described as "explicitly shrinking," with menus leaning more towards meat-led dishes despite average main course listings remaining high at 54 items.
Liv Warren, an insight manager at Lumina, noted that pubs are "stripping back lower-volume categories, with vegetarian dishes shrinking, while doubling down on high-margin core meat dishes." A similar pattern has emerged in restaurants, where traditional meat mains like pizzas and burgers have recorded an uptick, while vegetable dishes are present but declining marginally.
Economic Pressures and Changing Trends Drive Shift
High-protein chicken dishes have become a key driver, increasing by 4.2 percentage points of mains share over the analyzed period. Warren explained that while menus are expanding in some channels, growth is firmly meat-led, with expansion driven by "chicken and protein." She added, "Vegetable dishes are present but not leading growth ... indulgence and protein are outperforming plant-based innovation."
Operators are reallocating menu space towards higher-margin meat dishes, reflecting ongoing cost pressures, a normalization of demand after the plant-based boom, and a change in health messaging from "meat-free" to "high-protein." Bia Bezamat, cultural insights director at Kantar, highlighted the influence of social media trends, such as those on TikTok promoting high-protein diets that often lean heavily towards meat.
Market Correction or Cultural Reversal?
Kara Buffrey, founding partner of restaurant agency Chomp, believes the changes amount to adjustment rather than reversal. She stated, "The scaling back of veggie options at McDonald's and Domino's, along with the closure of concepts like Veggie Pret and other fully vegan restaurants, feels more like a market correction than a cultural reversal." Buffrey pointed out that fast food operates on tight margins and is demand-led, with products being cut if they don't sell in high enough numbers.
Inflation, higher wages, increases to national insurance, and business rates are squeezing margins across the hospitality sector. With nearly 38% of diners eating out less than they did a year ago, citing rising costs, businesses are making difficult decisions about which dishes to cut. Laura Hellwig, managing director at vegan charity Viva!, agreed that wider economic factors cannot be ignored, but emphasized that consumer interest in plant-based lifestyles remains strong.
Plant-Based Sector Enters Consolidation Phase
Hellwig cited research from the Good Food Institute indicating that 31% of people in the UK are actively reducing their meat intake, while 9% follow meatless diets. Veganuary 2026 was record-breaking, with about 30 million participants worldwide. She rejected the idea of a plant-based collapse, noting that Wagamama still offers an extensive vegan range and arguing the sector is entering a period of consolidation.
"It's normal. That level of rapid growth wasn't sustainable long term," Hellwig said. "Many brands jumped on the plant-based bandwagon and launched large numbers of products; it's inevitable that some of those would fall away." Strong performers like the McPlant burger and Greggs vegan sausage roll continue to sell well, and minimally processed options such as tofu and falafel are growing in popularity.
Overall, the UK food industry is navigating a complex landscape where economic pressures, consumer trends, and health messaging are reshaping menus, leading to a reduction in vegetarian options and a renewed focus on meat dishes.
