Vegetarian Ethics

For health, religious, or ethical reasons an increasing number of people are becoming vegetarians. However, even without practicing this diet, according to studies concerning this issue, many health-conscious customers prefer to order vegetarian dishes in a restaurant. Consumers expectations are changing; they are becoming more curious about novelties. They want to experience something new; vegetarianism becomes a form of experiential marketing. After studying consumers’ opinion, I looked at the restaurateurs’ perspective. Even if the consideration of customers’ expectations is essential, the restaurateurs have the final decision on the vegetarian offerings on their menu. To see the potential of vegetarianism to become a profitable niche for a restaurant, I used …show more content…
According to Anton and Gustafson (2005) “They (consumers) seek menus that are general menu, steak and fish/seafood” (p.56). Therefore, it would be possible to think that vegetarianism could not find its place in this type of restaurant. However, the comparison between Table 1 and Table 2 clearly shows that both restaurants do not share the same approach towards vegetarianism. Olive Garden increased the number of its vegetarian offerings for appetizers, soups and salads (Table 1). The percentage of vegetarian entrées has slightly decreased, however, there are still many choices (6 entrées). Applebee’s approach, on the other hand, is less vegetarian-friendly. It can even be considered as vegetarian-hostile, since they stopped offering the only two vegetarian sandwiches that they had on their menu in 2013 (four-cheese grille), and the veggie burger (2011 and 2013). Surprisingly, none of their five salads are suitable for vegetarians (Table 2). The only courses that have vegetarian options are the appetizer and the