LIKE-A-PRO | Choice environment behavioural pilot factsheet. Making alternative proteins easier to notice and choose

This factsheet presents the LIKE-A-PRO choice environment pilot carried out at LABe in Spain and Bar Amelia in Belgium. The pilot tested how restaurant menu design could make alternative protein dishes easier to notice and choose without removing conventional options. Alternative protein dishes performed better when they were integrated into the regular menu rather than placed in a separate vegetarian or vegan section. Sensory and appealing descriptions also helped attract interest, and consumers who tried the dishes generally rated them highly. The findings show that menu design can support trial when alternative protein dishes are presented as attractive culinary options, although stable demand, product quality and a viable business case remain important for long-term success.