It’s a slow, relentless march towards zero-carbon emissions for all businesses in all industries. While the goal of ‘net zero’ has been given a far-off deadline like 2035 or 2050, many corporations are already pivoting so that they can improve operational efficiencies – minimizing the ‘green premium’ as it is known in economics – as well as capitalize upon any trendsetter cachet. The beginning of October saw two major announcements in the F&B space that hoteliers should be conscious of.

Cadbury is debuting a ‘plant milk’ line of chocolate bars, priced above their regular dairy-based products with the broader idea being that steady growth will fuel process efficiencies over time to bring the green premium down to zero or even below the cost of dairy. On the same footing, McDonalds is deepening its efforts to increase the buzz around its McPlant Burger, in addition to the launch of a new franchise location in the UK that promises to be net zero in its emissions.

Long ago – in the antecovidian times – we wrote about how ‘fast food was where food trends go to die’. What this really means is that by the time major restaurant chains have embraced a trend, that trend has already reached the mainstream with enough justifiable support to warrant a large-scale rollout. National or multinational chains can’t afford to take the same risks that, say, a food truck can because a failure would be felt by numerous stakeholders, affecting the share price and costing jobs.

Hence, every new product launch must first be market-tested, which is where independent restaurants – whether housed in a hotel or otherwise – should exist. We must constantly stay one step ahead of the chains, through innovative recipes, higher quality ingredients and superior presentation (both on the plate and overall ambiance). If we don’t, then what reason do guests have for choosing our eateries and paying an elevated price plus tip instead of going to the nearest fast food location?

For these two current pieces of news, it is yet more evidence that the plant-based food trend is not one any hotel can ignore. If big brands are pivoting to this space, then it’s a sign that you must as well. Particularly amongst the more sensitive younger consumers (who will ultimately inherit the warmer planet that’s left for them), plant-based options should be readily apparent on the menu but also have a tasty, innovative twist that a cut above what would be found elsewhere.

And this is more than just presenting the optionality of vegan dishes. Everything now matters when it comes to achieving net zero, from how ingredients are sourced to offsetting energy costs. This starts with an assessment of what can be done as well as a plan for how to execute these changes gradually over the next decade.

There are many ways to go about this transition and we’ve helped hotel clients navigate these waters successfully as part of our consulting practice. For now, what we stress is, first, to understand that this trend is here to stay and, second, adopt an attitude of innovation.