Eat Your Veggies

Franchisors’ menus are evolving to reflect consumers’ changing appetites.

A report from the Vegetarian Resource Group found that approximately 8 million people are vegetarians; with 1 million considering themselves vegans. More and more brands are paying attention to this veggie revolution, and as menus adapt to changing tastes, one thing is clear—vegetarians are no longer an afterthought for restaurants. As tastes continue to evolve, there are a number of restaurants offering vegetable-centric menu options to appeal to a more diversified customer base.

Chef Elliot Jablonsky, research and development chef for Buffalo Wings & Rings, said in order for a brand to succeed, they need to be creative with the vegetarian options they offer to their customers. Simply throwing together a garden salad isn’t enough these days.

“Vegetarians used to be treated like second class consumers. We would oblige them upon request, or by creating unimaginative dishes, such as pasta primavera,” Jablonsky said. “Today, you need to be more creative in developing options for this growing segment of consumers. If you want to compete, you need to embrace the opportunity to win their loyalty, as well as familiarize yourself with the vast array of meatless options.”

Jablonsky went on to say that consumers are eating out more than ever before and brands have to provide new twists on familiar vegetarian favorites.

“At Buffalo Wings & Rings, we position ourselves as a club-level sports restaurant experience, with hopes of separating ourselves from the glut of wing joint options,” Jablonsky said. “This requires more food options than just predictable sports bar food. We are currently testing vegetarian wing alternatives and if they go well, we will be seeking more items on par with this.”

Many franchisors want the ingredients that go into their vegetarian menu items to be healthy, clean and locally sourced. Brewer Stouffer, founder and owner of The Roman Candle, said using pure, vegetarian ingredients is what makes restaurants stand out in the industry. He went on to say that this transparency will trickle down to other facets of the franchise industry.

“Using raw and pure ingredients that are less processed can make those who consider themselves vegetarians feel good about they are putting into their bodies,” Stouffer said. “By using these ingredients, we are educating not only our customers, but also our suppliers and franchisees about the good vegetarian options we have.”

According to the Vegetarian Resource Group, 36 percent of the population eats vegetarian meals and brands are starting to recognize that. Franchisors are embracing this diet and are offering tasty meals and healthy ingredients for their omnivore customers.

Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

Eat Your Veggies

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Nick Powills

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