Eating a plant-rich diet is one of the most powerful ways for consumers to help limit climate change. The food system contributes up to one third of global greenhouse gas emissions, mostly from animal agriculture, such as meat and dairy production. Producing beef, for example, can cause 60 times more emissions than producing the same amount of protein from pulses (e.g., lentils).

Restaurants, canteens, cafes, caterers and other food service organisations can support diners in making delicious plant-based food choices when eating away from home. Plant-based foods can be appealing to mainstream consumers who enjoy eating meat, as well as to those who have already reduced their meat consumption.

The easiest and most effective way to make plant-based foods appealing to diners is to present them with delicious food names. Do you have a Korean-Inspired veg burger? Based on our research, calling it “Pub-favourite burger with soft soy, crispy cabbage, aromatic rice, and deliciously sweet beetroot” may make it twice as appealing as calling it “Burger patty with rice based on soya protein, cabbage, and small beetroot pieces”. For further information about our research, please click here.

What makes the difference? Using words that describe the amazing taste, the rewarding texture, and the social eating experience.

Our word generator helps you find the scientifically proven best words for 60 plant-based foods. Our recommendation: use 5 -7 of these words to create the most delicious food names for your plant-based dishes.

Here are other science-backed ways to encourage diners to choose plant-based options:

• List plant-based dishes first on the menu. Include plant-based dishes in the main body of the menu, rather than in a separate box, section, or menu.
• Avoid negative language like meat-free, vegetarian, and vegan. Instead, include plant-based dishes in your specials or daily recommendations.
• Increase the ratio of plant-based dishes on offer, and increase their variety.
• Train staff how to cook, prepare, and promote plant-based dishes.

The Playbook for Guiding Diners Toward Plant-Rich Dishes in Food Service provides a complete list of easy and effective behaviour change strategies. To find out more about the Playbook, please click here.

Coolfood – making climate action simple and delicious.

Would you like more science-backed advice, tailored to your organisation? Coolfood (coolfood.org) is an initiative of the World Resources Institute and helps major food providers use cutting edge environmental and behavioral science to scale healthy, climate-friendly meals that benefit people and the planet. When you sign up to the Coolfood Pledge, Coolfood can support you with an effective, tailored program to reduce the emissions from your food service organization. So far, Organizations serving over 4.2 billion meals a year have already signed up to this Pledge – why not join them today, and make your climate action simple and delicious! Find out more about Coolfood’s Pledge – Plan – Promote approach here.