Veganuary gains momentum every year.
This provides UK pubs and restaurants with a golden opportunity to attract a wave of plant-curious customers.
Veganuary, which encourages people to adopt a vegan diet throughout January, has become a cultural movement. In 2024 there were more than 800,000 participants globally and UK food businesses stand to gain significantly by capitalising on this trend.
But how can pubs and restaurants stand out, appeal to Veganuary participants, and turn them into loyal customers?
Here are our top tips to help you attract and retain diners during Veganuary 2025.
Offer a Dedicated Veganuary Menu
If you create a separate, clearly labelled Veganuary menu it’s a sure fire way to attract attention. Customers always appreciate options that are easy to identify and navigate, especially when trying something new.
How to make it work
- Highlight plant-based starters, mains, and desserts.
- Ensure dishes appeal to both vegans and flexitarians. Think hearty vegan pies, creamy plant-based pastas, or creative burgers that rival meat-based options.
- Incorporate current food trends, such as loaded cauliflower wings, or gourmet vegan pizzas with unique toppings like caramelised onions, vegan cheeses, or truffle oil.
- Add the Veganuary logo to your menu
Showcase Creative Meat-Free Alternatives
Veganuary is not just for committed vegans; it can appeal to anyone exploring plant-based eating. So, make your offerings inclusive, creative, and satisfying to win over even the most sceptical meat-eaters.
Ideas to inspire your menu
- Plant-based versions of British classics – Vegan fish and chips using banana blossom or tofu, a hearty vegan Shepherd’s pie with lentils and mushrooms, or a Sunday roast with nut roast and all the trimmings.
- Global plant-based cuisine – Think Thai curries with tofu, vegan kebabs, mezze platters, or spicy bean tacos.
- Gourmet plant-based burgers – Use high-quality meat substitutes like Beyond Meat, Moving Mountains, or create your own signature lentil or mushroom patties.
Remember, creativity and flavour are key to winning hearts and repeat visits. Trade Together can support you by sourcing the best vegan ingredients at the best price so that you can delight your customers without making a dent in your profits.
Promote Your Vegan Options Loudly and Proudly
If you’ve got a great Veganuary menu, shout about it! Effective promotion can drive customers to your door during what is traditionally a quieter month in hospitality.
Where to promote
- Social Media – Share vibrant, mouth-watering images of your vegan dishes on Instagram, Facebook, and TikTok.
- In-House Marketing – Update your chalkboards, table menus, and flyers with Veganuary offers and specials.
- Food Delivery Apps – Platforms like Deliveroo, Uber Eats, and Just Eat often spotlight vegan menus during January, so ensure your dishes are listed prominently.
- Collaborations – Partner with Veganuary, local vegan groups, or influencers to help spread the word.
Use hashtags like #Veganuary2025, #PlantBasedFood, and #VeganInspo to maximise reach.
Run Veganuary Promotions and Special Offers
Encourage customers to try your plant-based offerings with enticing deals throughout January.
Ideas for promotions
- Midweek Discounts – Offer a discount or meal deal on vegan dishes during quieter days.
- Two-for-One Vegan Mains – Encourage diners to bring a friend along.
- Vegan Set Menus – Bundle vegan dishes into a set menu with a starter, main, and dessert for a fixed price.
- Loyalty Rewards – Provide a stamp card for vegan dishes – after a certain number of visits, customers receive a free vegan dessert or drink.
These promotions can attract both Veganuary participants and diners looking for healthier, post-Christmas options.
Train Your Staff to Embrace the Trend
Your staff are your frontline champions, so ensuring they’re knowledgeable and enthusiastic about your vegan offerings is essential.
How to prepare your team
- Educate staff on the ingredients in each vegan dish and common plant-based questions, such as “Is it gluten-free?” or “Does this contain nuts?”
- Provide samples of vegan dishes so staff can confidently recommend them to customers.
- Train staff to up-sell vegan sides, desserts, and drinks that complement the meal.
Offer Vegan Drinks and Desserts
A complete plant-based experience doesn’t stop at mains.
Vegan desserts and drinks are often overlooked but can be the perfect way to win over customers.
Ideas to stand out
- Vegan Desserts: – Think indulgent options like sticky toffee pudding made with plant-based butter, vegan chocolate brownies, or coconut-based panna cotta.
- Vegan Drinks – Offer vegan wines, beers, and cocktails. Highlight non-dairy milk options for coffees and hot chocolates.
Work with Trade Together to source high-quality vegan alternatives, the team can help you plan and source innovative vegan options as well as ensuring that you get the best price.
Gather Feedback and Build Loyalty
Use Veganuary as an opportunity to engage with customers and fine-tune your vegan offerings for the future.
How to collect feedback
- Provide simple comment cards or digital surveys for customers to share their thoughts.
- Ask diners what dishes they loved and what they’d like to see next.
- Invite customers to share photos of their vegan meals on social media, tagging your venue.
This feedback can help you refine your vegan menu, ensuring it stays popular well beyond January.
Keep the Momentum Going Beyond January
While Veganuary is a fantastic opportunity, don’t stop there! The demand for vegan food isn’t limited to January.
Ways to sustain momentum
- Keep popular vegan dishes on the menu year-round.
- Introduce seasonal plant-based specials.
- Promote Meat-Free Mondays or other weekly plant-based initiatives.
By showcasing your commitment to plant-based options, you’ll attract a broader customer base and position your venue as an inclusive, forward-thinking dining destination.
The Bottom Line
Veganuary is more than just a January trend, it’s an opportunity to showcase creativity, inclusivity, and sustainability in your pub or restaurant.
With the right approach, you can attract new customers, generate a buzz, and set yourself apart in an increasingly competitive market.
By offering mouth-watering vegan options, promoting them effectively, and creating a welcoming experience, your business can make the most of Veganuary 2025 – and build a loyal vegan customer base for the rest of the year.
So, get those menus ready and prepare to wow your customers with irresistible plant-based choices!
