When I sit down with a menu, the first thing I do is look for the vegan dishes. If they're clearly marked, I relax and start choosing. If they're not, I'm reading every description, guessing about sauces and waiting to ask a busy server. Good labelling is one of the cheapest changes a venue can make, and one of the most noticeable.
Here's how to get it right. To see how your menu measures up overall, take the free 10-point vegan-friendly menu check.
1. Use one clear symbol and a key
Choose one symbol for vegan dishes and use it on every one. VE is widely used and easy to understand. Keep it separate from vegetarian, and add a key to every menu so nobody has to guess what it means.
VE = vegan · V = vegetarian · VE* = can be made vegan, just ask
Use the same symbol everywhere: printed menus, specials boards, dessert menus, drinks lists, your website and delivery apps.
2. Show what can be made vegan
Lots of dishes are one swap away from being vegan. Mark them with VE* or put the swap in the description, such as "ask for it without the feta to make it vegan". Many vegans won't think to ask, so tell them. Make sure the kitchen knows every swap you've promised.
3. Describe vegan dishes by what's in them
Words like "vegan option", "meat-free version" or "veggie alternative" make a dish sound like an afterthought. Name the ingredients that make it good instead.
| Instead of | Try |
|---|---|
| Vegan option | Smoky three-bean chilli with rice, lime and tortilla chips (VE) |
| Veggie burger (ask for vegan) | Crispy chickpea burger with vegan chipotle mayo in a toasted bun (VE) |
| Salad (can be made vegan) | Roasted squash, quinoa and pomegranate salad with tahini dressing (VE) |
| Vegan dessert | Warm chocolate brownie with vegan vanilla ice cream (VE) |
For dish ideas, see our vegan menu ideas for cafés and pubs.
4. Be specific about swaps and extras
Small details tell vegans you've thought about them and stop your team guessing:
- "Served with dairy-free spread"
- "Oat or soya milk at no extra charge"
- "Vegan cheese available"
- "Our chips are cooked in a dedicated fryer", if they are
5. Keep allergen information separate
A vegan label isn't an allergen claim. You still need to give customers information about the 14 major allergens in your food. The Food Standards Agency advises using a precautionary statement alongside a vegan label when cross-contamination can't be ruled out, naming the specific allergen, such as "may contain milk".
Our guide to avoiding cross-contamination explains how to reduce the risk in your kitchen.
6. Don't overclaim
There's no specific legal definition of "vegan" for food in the UK, but your menu mustn't mislead customers. Check every part of a dish before you label it, including bought-in bread, pastry, sauces and garnishes. If a vegan dish is cooked in a shared fryer, say so, for example "VE, cooked in a shared fryer". Check your labels again whenever a recipe or supplier changes.
7. Get it right online too
Many vegans check your menu before they visit, so make your labels easy to find:
- put your full menu on your website as text, not just a photo or PDF
- add your menu and photos of your vegan dishes to your Google Business Profile
- use the vegan tags on delivery apps
- mention "vegan" when you post your dishes on social media
Frequently asked questions
Here are the questions venue owners ask me most about vegan labels.
Should we use VE or VG?
Both are used. VE is common in the UK and is the one we recommend, but the most important thing is to pick one, use it everywhere and include a key.
Should we say "plant-based" instead of "vegan"?
"Vegan" is the word vegans look for on menus and search for online. "Plant-based" isn't always used to mean the same thing, so it works well in descriptions but isn't a substitute for a clear vegan label.
Should vegan dishes have their own section?
Usually, mixing them into the main menu with clear labels works best, because it treats vegan dishes as part of the menu rather than an extra. On a long menu, a short "vegan picks" box can help people find them quickly.
How often should we check our labels?
Whenever a recipe, supplier or product changes, and at least every few months. Bought-in products are the most likely to change without you noticing.
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.