‘Vegan’ label hurts bar business, new study shows

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Alex Berke (39) is actually a computer researcher at the US University Massachusetts Institute of Technology (MIT). However, he is interested in sustainable nutrition and observes that the ever-growing range of vegan foods in his personal circle is met with resistance by many people.

According to “National Geographics” magazine, he carried out experiments at various events at the MIT Media Laboratory to get to the bottom of this phenomenon. Various carefully prepared menus were served to the guests. Vegetarian and vegan offerings sometimes included the words “vegetarian” or “vegan” in parentheses. Others did not specifically mention this, even though the dishes were vegan.

Vegan scares consumers

The result was clear: the menu was ordered significantly less if it had a V on it. Specifically: 61 percent of guests at an event preferred the vegan offering if no such thing was specified. But only 39 percent even if labeled “vegan.” Another test confirmed this behavior: the ratio was 63 to 36 percent.

One word means that a menu is only ordered half as often. More importantly: Whether the majority eats vegan or not depends on the name of the product. This mechanism also plays a role in vegetarian menus. If a dish is labeled “vegetarian”, fewer customers will eat it.

Openly selling meat products this way

Do hungry customers make the same decisions when ordering online? Actually! As soon as the V-word emerged, fewer consumers bought it. Researcher Berke concludes: “Vegetarian and vegan labels do more harm than good.” Tip: Restaurant operators must clearly declare and sell products containing meat. More vegetarian or vegan products will then be purchased automatically.

Source :Blick