In a notable shift in the country’s dining landscape, many UK restaurants and major food chains are scaling back the expansion of vegetarian and vegan menu choices as consumer interest tilts back toward meat-centred dishes. After a period in the early 2020s when plant-based eating surged to prominence and inspired widespread menu experimentation, industry data now suggests that the appetite for vegetarian alternatives has cooled, prompting operators to “double down” on traditional meat offerings.
Long a hallmark of the hospitality sector’s response to shifting dietary trends, plant-based menus were once ubiquitous across casual, fast-food and upscale establishments. Chains such as McDonald’s introduced their McPlant burger — a plant-based sandwich created with ingredients like peas and potatoes designed to appeal to vegetarian and vegan customers — and others like Domino’s and Wagamama expanded their non-meat selections. However, in recent months restaurants have quietly curtailed these offerings, shrinking the number of vegetarian dishes available and, in some cases, removing high-profile plant-based options altogether.
Industry analysts say the trend reflects a complex mix of commercial pressures and changing customer preferences. Data from menu monitoring firms indicates that vegetarian items are being pared down as overall menus focus ever more on meat-led mains, with chicken, burgers and steak dishes showing particular growth. High-margin meat products are proving more consistent sellers, while plant-based alternatives that rely on highly processed ingredients have suffered from weaker demand.
According to insiders, the reduction in vegetarian choices is not necessarily a wholesale reversal of the plant-based movement but could signal a market “correction” following a period of rapid expansion that outpaced sustained customer demand. Many operators have cited tight profit margins, rising costs and broader economic pressures in the hospitality sector as factors in their decision to streamline menus — trimming lower-volume items and prioritising dishes that customers order most frequently.
Despite this retrenchment, supporters of plant-based and meat-free diets argue that vegetarian and vegan lifestyles remain robust and continue growing in other sectors. Participation in initiatives such as Veganuary reached record levels in 2026, and many British consumers are still exploring diets focused on reduced meat consumption for health, sustainability and ethical reasons. Research indicates that a significant share of the population is reducing meat intake, even if they do not strictly identify as vegetarian or vegan.
Furthermore, plant-based eating retains traction in retail environments. Supermarket data shows an uptick in demand for whole-food plant proteins such as tofu, tempeh and falafel, while certain plant-based snacks and chilled items have posted year-on-year sales growth. These figures suggest that, outside of restaurant dining, consumer interest in meat-free ingredients and products remains resilient.
Industry observers also note that changes in eating habits are influenced by wider cultural narratives around nutrition and wellness. Social media trends promoting high-protein diets and discussion around the processing levels of alternative meats are shaping what people choose to eat. Some experts believe that meat and plant-based eating can coexist in a maturing market, with consumers becoming more selective about when and where they choose each style of food.
Although several high-profile plant-based restaurants and concepts have closed or cut back, others continue to thrive and innovate, illustrating a nuanced picture rather than a simple retreat from vegetarian offerings. The current phase appears to reflect adaptation in response to real-time consumer behaviour, rather than an outright end to the plant-based era.
