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More vegetarian options increase sales
Increasing the share of vegetarian meals on the menu seems to be an effective way to nudge diners to choose a vegetarian option. In a British study, sales at three university cafeterias were studied. Sales of vegetarian meals increased during days when more vegetarian options were available. The statistics suggest that doubling the share of vegetarian meals on the menu from 25 to 50 per cent increases sales of the vegetarian lunches by 40–80 per cent.
Serving more vegetarian options had little impact on overall sales and no other rebound effects (such as lower vegetarian meal sales at other mealtimes such as evening meals). The results suggest that this could be a simple way to achieve more sustainable diets.