Why Restaurants Should Tap Into the Meatless Monday Movement

Meatless Monday, first introduced in 2003, is a movement that’s
still going strong. This global campaign seeks to encourage
consumers to cut out one day of meat a week. So, what’s new with
Meatless Monday, and how can restaurants tap into its power?
Campaign director Dana Smith joined Barbara Castiglia on The
Main Course to talk about it.


Smith, who has a background in culinary marketing, oversees the
program and day to day, working with partners, restaurants,
chefs, and other stakeholders. “Our objective is to ensure that
those eating on Monday have incredible, delicious options,” she
said.


Smith’s team, which most are surprised is so small, can do so
much globally. Their website is full of factual, science-based
information on the health and environmental benefits of going
meatless. “All these resources are free on our website. We have
recipes, data points, and how to start a program.”


They work with many restaurants, from local favorites to global
chains. Smith shared that Starbucks had a recent promotion,
offering $2 off on plant-based breakfast items. She also noted,
“Mondays can be a slow day for restaurants. We know from our
partners that once they created a Meatless Monday offering, they
increased traffic.”


Some of that is due to the virality of the campaign and the
awareness around it. “A restaurant can easily tap into the
campaign by using the hashtag. Last year the Meatless Monday
hashtag had over a billion impressions,” Smith commented.


Castiglia also asked Smith about meatless trends. Smith noted
they publish a top list of recipes every year, and a favorite is
Jamaican Jerk Tofu. Another is a veggie meatball. “Plant-based
versions of popular items are the way to go. Finding what your
customers like then swapping out works well. We have hacks on
swaps on the website, too.”