Growth of Vegan Restaurants Stalls, but Plant-Based Dishes Are More Popular Than Ever
In recent years, it seemed like vegan and vegetarian dining was sparking a hospitality revolution in the Netherlands. New vegan and vegetarian restaurants appeared in every city, almost like mushrooms popping up after rain. But now, a surprising trend is emerging: the number of strictly vegetarian or vegan restaurants is dropping a little. Still, this certainly doesn’t mean the popularity of plant-based food is fading—quite the opposite.
Fewer Vegan Restaurants, Yet More Veggie Options
Recent data from the Dutch Chamber of Commerce and Happy Cow shows that the increase in fully vegetarian or vegan restaurants has leveled off, and in some cases, even gone down. The reason? Regular restaurants now offer plenty of vegetarian and vegan dishes. Where it used to be difficult to find something meat-free or without animal products, it’s now become standard in many eateries.
According to Jos Klerx, a hospitality expert at Rabobank, this is a logical development. The market for fully plant-based restaurants remains small, but demand for meatless choices is growing broadly. So, many restaurants are cleverly expanding their menus with veggie options—without branding themselves as exclusively vegetarian.
Vegitalian’s Change: From 100% Veggie to Mixed Menu
A striking example is the restaurant chain Vegitalian, which started as fully vegetarian. After five years, they’re changing course. The Rotterdam location, being large, needs a wider audience to stay profitable—so they now serve meat and fish as well.
Co-owner Joep van den Bersselaar says the choice is purely strategic: “We want to survive long-term. To do that, we must step out of the niche. For many, vegetarian food still has a certain image, and we noticed it worked too one-sidedly.”
Stigma and Image Still Play a Role
According to sociologists and hospitality experts, vegetarian and vegan eating isn’t completely mainstream yet. Consumption sociologist Hans Dagevos explains that strong vegan or veggie branding can drive away some guests, simply because not everyone feels at home there.
Van den Bersselaar learns this too: “There’s still an association with extremely left-wing ideals or a certain lifestyle. That can turn people off.” By adding some meat and fish to the menu, they hope to attract a broader audience. Once inside, people are more likely to try a vegetarian dish—which is exactly the goal.
Meat as a Luxury Product
Dagevos observes that meat and fish are still seen as “festive”—something for special occasions or treating yourself. Especially on weekends, when restaurants are busiest, many guests choose animal-based dishes. This makes it hard for purely plant-based places to survive without making concessions.
Klerx agrees. Many eat less meat during the week, but on Fridays or Saturdays, opt for steak or salmon. Restaurants need to adapt to this reality if they want to compete in a crowded market.
The Plate’s Changing Balance
This development isn’t a setback for plant-based cuisine—in fact, it shows it has become normalized. Where you used to only find a goat cheese salad or vegetable pasta, there’s now a much wider and more creative array of dishes.
Dagevos confirms: “In recent years, there’s been an explosion of plant-based dishes. Chefs and entrepreneurs have unleashed their creativity on veggie menus, and it shows everywhere.”
ProVeg: “Decline Due to Growth Elsewhere”
Pablo Moleman from ProVeg calls the slight decrease in vegan or veggie restaurants a sign of success: “It shows veggie food is now mainstream. Because ordinary restaurants embrace it, specialty places lose market share—but that’s fine! It means you can eat well without meat or fish anywhere.”
Vegetarian options are no longer niche, but part of mainstream dining—benefiting everyone.
Smart Steering Toward Veg Choices
Van den Bersselaar emphasizes that Vegitalian’s new approach is still about inspiring people to eat more vegetarian food. “We show you can eat fantastically without meat or fish. By lowering the threshold, we hope people come in—and then get surprised by the vegetarian dishes.”
Dagevos adds that research shows guests are easy to influence. When staff recommend a veggie dish, or it’s more visible on the menu, people choose it more often—a subtle way to make plant-based eating more attractive without preaching.
Not a Setback, but An Evolution
In summary, the fall in strictly veggie restaurants isn’t a setback, but progress. Plant-based cuisine has matured and spread throughout the hospitality scene. Instead of being confined to trendy hotspots, delicious vegetarian options can now be found on almost every menu.
The end of the “vegan bubble” doesn’t mean people are eating less consciously. On the contrary—more people are choosing meat-free meals than ever, simply where they feel comfortable, even if that place also serves steak.
The Future of Veggie Dining
The future likely won’t be completely plant-based, but hybrid. The restaurants that best adapt to growing conscious eating—without rigidity—will succeed. Veggie shouldn’t be exclusive to be popular.
On the contrary, by making it accessible, the number of people occasionally choosing plant-based will keep growing. For the restaurant business, that means one thing: balance. Those who offer meat alongside impressive vegetarian choices can appeal to both meat-eaters and flexitarians. Plant-based food is no longer an alternative—but a standard part of every menu.