Veggies first, literally
A menu that leads with its vegetable offerings sends diners a message that the restaurant prioritizes health and freshness. True Food Kitchen does this with its new menu section dedicated to veggies, which is listed even above Starters. The menu move also puts the chain in a position of veggie expert in the mind of consumers. Further, extending to nonvegetarian fare, we’ve seen a movement of operators titling menu items by the vegetable over the protein when a dish contains both. For example, Sweetgreen’s new Curry Cauliflower only mentions roasted chicken in the description, and Harold’s Cabin in Charleston, S.C., lists multiple menu items by the vegetable instead of the meat: “Carrot” is served with a rabbit wing, and “Cucumber” features local head-on shrimp.