The chain said on Thursday that it will test a vegetarian menu board on some restaurants in the coming months.…
The chain said on Thursday that it will test a vegetarian menu board on some restaurants in the coming months. Taco Bell will disclose vegetarian and vegan products for a limited time as part of the test. It will also highlight the restaurant’s current vegetarian options, including tacos, tostadas burritos and crunchwraps.
Placing all meat-free items on a menu should make it easier for vegetarians to see their options, Taco Bell explained.
Taco Bell already helps vegetarian and vegan customers avoid animal products. A “Make It Meatless” function on the taco chain’s app and website shows how to customize their orders to exclude meat or dairy. And since 201
5, Taco Bell has offered alternatives that are certified vegetarian by the American Vegetarian Association. This is the first time the company will have a vegetarian menu highlighted in the stores.
“We have always been a refuge for vegetarians because we already have so many options,” says Elizabeth Matthews, head of Taco Bell’s Innovation Food Manager. “Many just don’t know.”
By highlighting lighter deals, fast service and fast-paced restaurants can help them not lose people who promise to stick to a healthier diet in the first few months of the year, said Morningstar analyst RJ Hottovy. It can also be a way to find out if the customers are looking for more plant-based alternatives, he said.
Other companies are trying to capitalize on diet-based resolutions, Hottovy noted. Chipotle (CMG) recently launched “lifestyle bowls”, a new collection of meals that fit into paleo, ketogenic and whole30 diets.
Matthews said the move represents Taco Bell’s commitment to highlight the vegetarian and vegetarian offerings. “It’s fun to make the announcement at the beginning of the year,” says Matthews. But “we don’t see it as a resolution,” she said.
CNN’s Jordan Valinsky contributed to this report.