I've been vegan for over 10 years. When I'm choosing where to eat, I'm not looking for a fully vegan menu. I'm looking for signs that a venue has thought about me: a couple of proper dishes, clear labels and staff who know the answers. Get those right and vegan customers don't just visit. They come back, and they bring people with them.
Here are seven ways to make that happen. If you'd like a quick sense of where you stand first, take the free 10-point vegan-friendly menu check.
Why vegan customers are worth winning
- The vegan veto. When a group chooses where to eat, the person with the fewest options usually decides. If your menu can't feed the vegan, you can lose the whole table.
- Loyalty. Good vegan options are still harder to find than they should be. When vegans find a venue they trust, they tend to stick with it.
- Word of mouth. Vegans share recommendations all the time, in local Facebook groups, on HappyCow and with friends. One good experience travels a long way.
The numbers add up too. In a YouGov survey published in December 2025, 3% of Britons said they already follow a vegan diet, and another 3% planned to try it for January. That's before you count the many more people who are simply eating less meat.
1. Offer a real choice
One vegan dish isn't a choice, especially if it's a salad. Aim for a vegan starter, at least two vegan mains and a vegan dessert. That's enough for vegans to come back more than once without eating the same thing every time.
Build dishes to be vegan from the start rather than taking the meat out of something else. They need protein, plenty of flavour and something that makes them feel like a proper meal. For inspiration, see our vegan menu ideas for cafés and pubs.
2. Make vegan dishes easy to spot
If vegans have to guess, they'll often go somewhere else. Use a clear VE symbol on every vegan dish, add a key to every menu and keep vegan separate from vegetarian. If a dish can easily be made vegan, say so on the menu, because many vegans won't think to ask. Our guide on how to label vegan options covers this in detail.
3. Price fairly
A plant milk surcharge is one of the things vegan customers mention most. It's a small amount of money, but it sends a big signal that vegans are an extra cost rather than welcome guests. Drop it if you can, and price vegan dishes in line with the rest of the menu.
4. Give your team the answers
The fastest way to lose a vegan customer's trust is a server who isn't sure what's in the food. Give your team a one-page list of vegan dishes and what's in the stocks, sauces and breads. Make sure everyone knows the difference between vegan and vegetarian, and that it's always fine to check rather than guess.
A confident, friendly answer is worth more than a long menu.
5. Be honest about your kitchen
Most vegans don't expect a separate kitchen. What they want is the truth about shared fryers, grills and utensils, so they can decide for themselves. "The chips share a fryer with fish" is a perfectly good answer. Finding out afterwards is not. Our guide to avoiding cross-contamination has simple fixes and ready-made wording.
6. Make yourself easy to find
Vegans research before they visit, so make sure they can see what you offer:
- update your Google Business Profile with your menu, vegan labels and photos of your vegan dishes
- put your full menu on your website as text, not just a photo or PDF, so customers and search engines can read it
- add or update your listing on HappyCow
- post your vegan dishes on Instagram, TikTok and Facebook, and share them in local vegan groups
- use the vegan filters and dietary tags on delivery apps
- reply to reviews that mention your vegan options, good or bad
7. Turn first visits into regulars
Ask vegan customers what they thought, and act on it. Run a rotating vegan special so regulars have something new to try. Plan ahead for busy moments like Veganuary, when millions of people are looking for good vegan food. And when a vegan customer leaves happy, ask them to leave a review. Other vegans read them closely.
Frequently asked questions
Here are the questions venue owners ask me most about winning vegan customers.
Will adding vegan dishes put off my regular customers?
No. Well-made vegan dishes get ordered by plenty of non-vegans too, especially when they're described by what's in them rather than what's missing. You're adding choice, not taking it away.
Do I need a fully vegan menu?
No. A vegan starter, at least two vegan mains and a vegan dessert, clearly labelled, are enough to make you somewhere vegans recommend.
What's the cheapest first step?
Clear VE labels and a short staff briefing cost almost nothing and make an immediate difference. Dropping a plant milk surcharge is another quick win.
How do vegans find new places to eat?
In my experience, mostly through Google, HappyCow, Instagram and recommendations from other vegans. Make sure your menu and photos are easy to find in all of those places.
Want it all in one place?
The Vegan-Friendly Business Toolkit takes you step by step through understanding vegan customers, building your menu, training your team and getting found, with a full 40-point audit and printable staff pages.