"McDonald's launched its first plant-based burger, joining a wave of operators embracing non-meat options. Fast forward to 2026 and the landscape looks markedly different. Last month, the fast food chain announced it was axing most of its vegetarian range sparing only its McPlant burger owing to weak sales. Wagamama has removed some vegan dishes from its menu, while Domino's has also scaled back its plant-based options."
"Some industry observers say the shift reflects growing consumer scepticism around ultra-processed foods, with certain vegetarian meat alternatives criticised for being overly processed. In their place, data shows whole sources of protein are regaining ground, particularly chicken. Others argue the change is less dramatic: rather than retreat, the sector is stabilising after a rapid boom. Data from Lumina's Menu Tracker shows that in the first three months of 2025, pubs and bars served two fewer dishes compared with the same period the previous year."
Vegetarianism and veganism surged in 2021, prompting rapid expansion of meat-free menu items across restaurants and fast-food chains. By 2026 many operators have cut back plant-based offerings amid weak sales for some items; McDonald's removed most of its vegetarian range, keeping only the McPlant. Chains such as Wagamama and Domino's have reduced vegan and plant-based options, while Veggie Pret closed its last standalone shop. Observers link the shift to consumer scepticism about ultra-processed meat alternatives and rising preference for whole-protein sources, especially chicken. Menu data shows menus leaning back toward meat-led dishes and a reduction in lower-volume vegetarian items.
Read at www.theguardian.com
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