Celebrated on November 1, World Vegan Day highlights the growing number of people adopting this lifestyle and the challenges bars and restaurants face in meeting rising demand in Brazil. With around seven million vegans in the country, adapting menus to include options without animal-derived ingredients can attract new customers and build loyalty among existing ones.
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Data from the Brazilian Vegetarian Society (SVB), from 2021, indicate that 46% of Brazilians already eat meat-free at least once a week. That signals a strong trend, covering both vegans and people looking to cut back on animal products.
The international vegan hospitality consultant, Christian Marranghello, warns that a common mistake establishments make is simply removing animal-derived ingredients from dishes, which impoverishes the customer experience. He suggests using similar vegetables to maintain the quality and identity of the meals.
On top of that, many establishments still don't offer full menus with appetizer, main course and dessert options suited to this audience, which drives away potential customers.
Serving the vegan audience
For Monica Buava, partner at Pop Vegan Food, adding vegan options not only attracts customers but also cuts costs. She points out that a single vegan customer can influence an entire group's choice, and that dishes without animal-derived ingredients generally cost less.
Smaller establishments can benefit from adding just a few vegan options, attracting not only vegans but also people with dietary restrictions, such as lactose intolerance.
Christian and Monica point to trends that promote sustainability and innovation, such as the use of local and seasonal ingredients, plus alternative proteins like plant-based meats and fermentation-derived products.
Christian stresses the importance of training for kitchen and service teams, to ensure the entire customer experience is positive, from the preparation of the dishes to the final service.
Adapting to vegan demand is an opportunity for bars and restaurants to position themselves competitively in the market. “The secret to success is treating the vegan customer with the same attention as any other, creating a lasting bond,” says Christian.
In his view, including well-crafted vegan options can be a decisive factor when choosing an establishment, since vegan consumers tend to be loyal to places that understand their dietary needs and deliver a complete experience.
