New study shows Veganuary in workplace restaurants really works – and can boost plant-based choices over a full year

• An 86% to 113% increase in the uptake of vegan meals during Veganuary
• A 23% to 79% increase in the uptake of vegetarian meals
• Approximately one third of the initial rise in sales of vegan meals lasted until the end of the year in both 2020 and 2021

The benefits of a Veganuary campaign in workplace restaurants can last way beyond January – with sales of plant-based items remaining higher even a year later, according to a study by Eurest.

The study was conducted by Kantar Public and took place in 36 workplace restaurants run by major contract caterer Eurest, part of Compass Group UK & Ireland, and was spread across five major client sites in England, Scotland and Northern Ireland and spanned office and industrial settings.

Across the time series, 2,255,404 meals were sold, spanning 1,838 distinct products, and the study aimed to determine whether an annual plant-based meal campaign, supported by promotional materials and by increasing the availability of plant-based meals, influenced people’s meal purchases for the long term.

The results showed an increase in uptake of vegan meals during Veganuary, of between 86% and 113% (compared to a modelled baseline if the campaign had not run), when it came to the proportion of total weekly sales, and from 23% to 79% for vegetarian meals.

There was then a gradual drop in the ensuing months – but with positive impacts still around one third of the initial rise by the end of the year in the years 2020 and 2021.

It is estimated that approximately 60% of food-related greenhouse gases are a direct result of meat-based product production. So, encouraging employees to choose a plant-based menu could have benefits for the planet as well as for health.

The marketing team used subtle tactics to complement culinary and nutritional expertise for best impact, and to position plant-based meals as exciting and aspirational. Such as placing plant-based options before meat dishes on menus and counters and avoiding labels, like "vegetarian" and "vegan", focusing on the key ingredients instead to tap into the flexitarian trend. The availability of plant-based meals was also increased.

Eurest initiative is the latest in a long list of innovative projects which have explored the science of ‘nudging’ to help influence healthier and more sustainable food choices in the workplace restaurant.

The contract caterer has already worked with the University of Oxford and University of Cambridge on projects related to nudging, including launching the sector’s first ever eco food labelling system.

Rees Bramwell, Head of Nutrition and Sustainability at Eurest, said: “These results are exciting because they indicate that Veganuary, and increasing the availability of plant-based options, can nudge people’s behaviour way beyond January.

“As far as we are aware it is the first study to look at both the immediate and long-term effects of such a campaign in a workplace restaurant setting, and the findings are important for how we tackle health and sustainability in future.

“A plant-based diet, or a plant-forward diet which dials up plant content and reduces meat content, can be beneficial for the planet and for overall health. It can also bring many benefits for businesses, including a reduction to their carbon footprint, higher productivity from employees and fewer days lost to sickness.

“For these reasons, 52% of our workplace menus are now plant-based, with a goal to reach 60% by the end of 2024. We have also substituted a percentage of the meat content in 12 of our best-selling dishes with plant-based protein, such as lentils, to make a healthier hybrid meal with a lower carbon footprint.”

The study analysed Compass B&I’s sales dataset for the period of 2016 to 2022, encompassing 2,255,404 meals and 1,838 distinct products.

Analysis was conducted using Autoregressive Integrated Moving Average (ARIMA) models to estimate the effects of annual promotional activity on consumption.

Bramwell added: “These are impressive statistics, ones that tells us we are on the right track when it comes to nudging behaviour in the food and sustainability space.

“The study could have a big impact on the tactics used by businesses, charities and even government campaigns in future as we look to meet Net Zero goals and improve public health.”

This trial was one of five behavioural trials that the Food Standards Agency (FSA) conducted with Kantar Public to understand what interventions can change behaviour in the areas of food safety and food choices.

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Editors notes

Part of the Compass Group global network, Eurest is the leading provider of foodservices in the UK, serving more than three million customers per day. It has been at the forefront of innovation in the industry for 50 years.

Seasonal menus and fresh British ingredients are key to Eurest’s offering, taking a new approach to workplace catering that supports workers across the UK to live happier, more productive lives.

Eurest places an emphasis on wellbeing, engagement, and productivity, priding itself on creating contemporary foodservice solutions, from the tearoom to the board room and everything in between.

A creative focus on responsibility, for instance by supporting local food supply chains, minimising food waste, or giving back to communities through charities, sets Eurest apart.

Employers can expect Eurest to bring exceptional culinary creativity and flair, as well as style and hospitality to inhouse restaurants, cafés and executive dining rooms operating across business and industry.