Meatless Monday goes out to eat. Tips, Info and Resources that will help introduce Meatless Monday options to your customers and staff!

Transcription

1 Meatless Monday goes out to eat. Tips, Info and Resources that will help introduce Meatless Monday options to your customers and staff! One day a week, cut out meat.

2 Table of Contents I. Meatless Monday: An Introduction II. What s a Meatless Monday Feature? III. It s All About Choice IV. From the Menu to the Movement V. Look Who s Going Meatless! VI. The Meatless Monday Dish: Case Study VII. The Power of Promotion VIII. Graphic Resources VIII. Table Tents IX. More Graphic Ideas X. Contacts

3 INTRODUCTION Each week new Meatless Monday participating restaurants are popping up worldwide. From large chains to fine dining, chefs and restaurateurs are discovering the many benefits Meatless Monday offers to both their patrons and their pockets. So what can Meatless Monday do for your business? By signing onto the Meatless Monday movement, you re joining forces with eateries nationwide! From delis in D.C. to five-star bistros in Santa Monica, this is a public health campaign that everyone can get behind. Even celebrity chefs like Mario Batali and John Fraser now have Meatless Monday specials. Meatless Monday is a creative way to combat an otherwise slow day in the restaurant industry. Weekly specials are a great way to increase traffic and gain new customers. Meatless Monday also lends itself to a wide variety of one-time events and promotions; get them talking about you one week and dining with you the next! Offering a Meatless Monday special couldn t be easier! Simply highlight the meat-free options you already have on hand. Just like Sodexo, the world s premier food services provider, does for its 10 million meals served every Monday. Remember- you don t have to take meat off the menu to participate. For an exciting start to the week you can also use Monday to launch new meatless options or to highlight a local or seasonal dish. Meatless dishes are usually much cheaper to produce and take less time to prepare. Highlighting meat-free entrees means an increase in profits from each dish sold. Low costs also mean you can offer attractive discounts and specials without breaking the bank. Meatless Mondays are an easy way to show customers that you care about issues in your community. Rates of obesity and chronic preventable disease have soared in recent years. So too have concerns about the environmental impact of what we eat. Meatless Monday addresses both of these issues in an approachable way, allowing restaurants to be part of the conversation. WHAT S A MEATLESS MONDAY FEATURE? There are limitless ways to bring Meatless Monday to your restaurant. But they broadly fall into two categories: Highlight What You Have If you already serve meatless dishes, simply highlight them as Meatless Monday options! You can gather them under one menu heading, use a little MM insignia next to each item, create your own Meatless Monday logo, make a Monday menu inset, or highlight Meatless Monday meals on a specials board. Ultimately, it s just a matter of drawing attention to the delicious meat-free items you already serve. 3

4 Add Meatless Dishes If you don t already offer meat-free items, it s easy to create and/or add these dishes. Half the fun of Meatless Monday is trying new, tasty meat-free fare and this is a great opportunity for chefs and restaurateurs to get creative, experiment with different vegetables, or try new combinations of veggies, grains and beans. If you re looking for recipes, MeatlessMonday.com is just one place where you ll find a bounty of possibilities. IT S ALL ABOUT CHOICE We encourage our restaurants, whenever possible, to offer meat-free options alongside meat dishes. Meatless Monday is a campaign of choice it s fundamentally about adding options, not taking them way. We want to introduce people to new, healthy foods and new ways to prepare and eat greens, grains, beans and fruits. The restaurants around the country that have had the most success with Meatless Monday offer choice to their customers. GO FROM MENU TO MOVEMENT When you offer Meatless Monday specials, you re joining an ever-growing network of restaurants, organizations, schools and communities across the globe who have taken the pledge for better personal and environmental health. To tap into the power of the movement, make sure your patrons and staff know the message behind your menu! Brief your employees on the Meatless Monday Movement including benefits, history, and why your restaurant is participating so they can easily answer customer questions. LOOK WHO S GOING MEATLESS! Lime Fresh Mexican Grill is a small chain with 9 locations across Florida. This festive eatery specializes in local, fresh ingredients, a variety of meatless meals and lower calorie options. Lime Fresh uses Meatless Monday to start the week with a focus on their most nutritious choices. By offering 20% discounts on all meatless meals and advertising in-store and on social media sites, Lime Fresh increases their following for all the right reasons. We ve always been pretty health conscious about what we do. We started Lime as a healthy version of Mexican food the first menu we rolled out six or seven years ago had several varieties of vegetarian items so the Meatless Monday Movement was such a natural fit for us. It s probably the best received promotion we ve done. Not even our certified humane movement gained as much steam as this Meatless Monday. - John Kunkel - CEO/Founder, Lime Fresh Mexican Grill 4

5 Moe s Southwest Grill is a national chain with over 400 locations. When surveyed, Moe s patrons asked for all-natural, healthier, low-cal, vegetarian and more sustainable ingredients. Franchise owners now use Moe s Meatless Monday to simultaneously showcase the healthier offerings consumers want (including organic tofu) and their commitment to sustainable dining. The ease and simplicity of Meatless Monday fits in perfectly with the restaurant s light, pop-culture inspired atmosphere and made-to-order meals. As a restaurant with a variety of vegetarian offerings, Moe s is a proud supporter of the Meatless Monday campaign. We have noticed that our meatless items attract vegetarian and flexitarian [people who eat a meat-free diet most of the time] fans alike who want to eat healthier while reducing their carbon footprint. - Paul Damico - President, Moe s Southwest Grill Celebrity chef Mario Batali has built an international restaurant empire on his dedication to fresh ingredients and sustainable practices. Still, there was some surprise when the proclaimed Prince of Pork announced that all 14 of his U.S. restaurants would offer weekly Meatless Monday specials. Batali is proof that even chefs who have built their career on a meaty menu can use the campaign to highlight their lighter options. The fact is, most people in the U.S. eat way more meat than is good for them or the planet. Asking everyone to go vegetarian or vegan isn t a realistic or attainable goal. But we can focus on a more plant-based diet. That s why I m such a big believer in the Meatless Monday movement! - Mario Batali Chef and owner of a worldwide network of acclaimed restaurants and markets. Situated on Manhattan s Upper West Side, Dovetail is the epitome of fine dining. Chef and restaurateur John Fraser has worked in some of the world s most exquisite restaurants, including Napa Valley s French Laundry and Taillevent in Paris. For Meatless Monday, Fraser has introduced two prix-fixe menus; one exclusively vegetarian and one vegetable focused. His goal is to use Meatless Monday to showcase culinary skills and flavors that might be lost on the standard, meat-heavy meal. The result has been great acclaim; and a more diverse clientele. [Meatless Monday] has been great. We basically book out every Monday night as a result. It s become kind of an event and its interesting because, as a restaurateur, you see a very different demographic in the restaurant than what you would on Tuesday or Saturday. - Chef John Fraser Head Chef and owner of Dovetail, NYC THE MEATLESS MONDAY DISH Greg Koch is the CEO and Co-founder of Stone Brewing World Bistro & Gardens, a large, eco-conscious restaurant and brewery located in Escondido, California. Here he shares his motivation for joining the Meatless Monday movement, along with some tips that you can use to bring the campaign to your eatery: Customers come to Stone Brewing World Bistro and Gardens for food and philosophy. 5

6 From the local, seasonal menu to their one-acre organic beer garden, the restaurant proudly displays a commitment to sustainability. We started off with very strong stances and we ve been able to maintain them notes CEO Greg Koch. Meatless Monday then was a natural fit for Stone Brewing. When I heard about Meatless Monday I thought that this was a simple way to promote a very simple ideology. It s good for us, good for the environment, just good for everything! Meatless Monday not only meshes well with sustainability at Stone Brewing, it also allows Greg to showcase his usual meatless fare with a Monday twist. We have really creative and flavorful vegetarian fare and I thought Meatless Monday would also be a great way to highlight the wonderful choices we have on a daily basis. We re very vegetarian and vegan friendly; you can modify many of our meat dishes to make them meatless. On Meatless Monday we do the opposite: our entire menu goes meatless and if patrons want meat they can request it as a modifier. For a successful Meatless Monday, Greg recommends adding to the menu, not subtracting. The number of choices doesn t go away, we just focus differently. He also notes the importance of an educated staff who can easily explain the Meatless Monday mission. Quality communication between staff and patrons keeps customers in their comfort zone. Greg has also found success by actively promoting Meatless Monday in store and by telling the national campaign that his restaurant has joined the movement. I m thankful for the Meatless Monday campaign s support and promotion. We re in a part of the county that s not considered to be as creative as maybe the downtown or beach areas, so promoting this positive aspect has encouraged people to go a little out of their way on Mondays, our slowest day of the week. Lastly, Greg offers some veg-friendly advice to restaurateurs who want to join the Meatless Monday movement. As someone who considers themselves vegetarian sympathetic, I would encourage restaurateurs to appeal to the palette. It s always a little frustrating when the meatless option is just steamed vegetables or a pasta primavera. We like things that are flavorful, so get creative and engage your patrons! THE POWER OF PROMOTION Advertise Online Let the world know that you re going meatless on Monday! Add an announcement to your restaurant s homepage or menu section- you can even use the logos available on If you re featuring a full Meatless Monday menu, post a link so site visitors can get a taste of what you have to offer. Let us know you re going Meatless Monday! Send an to info@meatlessmonday.com and we ll add you to our list of participants on site! 6

7 Use Social Media to Spread the Word Utilizing social media platforms like Facebook and Twitter is a quick, easy way to share the movement with your favorite customers: Remind your followers about your Meatless Monday special on Sunday night or Monday morning. Reinforce your reasons for going meatless by sharing informative health and environmental articles on Monday. Use social media to ask for customer feedback- that way you ll be able to share your successes and see where there s room for improvement. Show your follows what they re missing! Post pictures of your Meatless Monday entrees, smiling customers, busy cooks or your Monday night full house! Make your followers feel important with exclusive discounts, giveaways, meal deals and other social media specials. Take advantage of the Meatless Monday network! Send a shout-out to Meatless Monday on Facebook or Twitter so we can cross promote you. Reach Out to Local Media Use traditional, hometown media like circulars, newspapers and television news- to attract a local audience: Offer Meatless Monday discount coupons in smaller circulars and free distribution papers. Draft a press release celebrating your participation in the Meatless Monday movement and share it with your hometown paper and local television networks (for tips on drafting a press release, please download our Community Action Toolkit on Include the story of why your restaurant is joining the movement. Host a kickoff event! Recipe demonstrations, taste-tests, pledge drives, one-time sales, giveaways and charity events are great ways to generate interest. Be sure to contact local media a few weeks in advance to make the most of your efforts! Point of Sale Promotion Don t forget to advertise in store! A few well placed signs and a knowledgeable staff are all it takes to bring your Meatless Monday special to the next level: Place a Meatless Monday cling in your front window so passers by can see that you re part of the movement. On Monday try putting a specials board outside your store and decorating with balloons, banners or anything else you can dream up! Think of Monday as your opportunity to make a positive impression that will last all week. Train your wait staff to ask customers if they re celebrating Meatless Monday today. Provide them with general information sheets so they can answer any questions customers might have. Call attention to your Meatless Monday meal choices- add a graphic to your existing menu, or simply create a separate menu insert or specials board for Monday. 7

8 Graphic Resources Table tents, buttons, stickers, menu graphics, window signs and more! One day a week, cut out meat. 8

9 For more information visit the national campaign website: MeatlessMonday.com Meatless Monday is a national campaign that encourages people to cut out meat one day a week for their health and the health of the planet. There are lots of health benefits to cutting back. Meat contains saturated fat, which has been linked to illnesses like stroke, heart disease and some cancers. Too much meat has also been linked to type 2 diabetes and higher mortality rates. When you cut meat you make more room for veggies, whole grains and beans. These foods are packed with essential vitamins and fiber. Going meatless also reduces your carbon footprint in a big way. You ll be reducing greenhouse gas emissions, water waste and fossil fuel use. We use Meatless Monday to demonstrate our commitment to healthier, more sustainable options for our customers. We hope you will participate and try the delicious veggie options we ve created. The Monday Campaigns, Inc Table tent #1 fold Try the Meatless Monday Special! Table tent #2 The Monday Campaigns, Inc cut cut Meatless Monday is a national campaign that encourages people to cut out meat one day a week for their health and the health of the planet. There are lots of health benefits to cutting back. Meat contains saturated fat, which has been linked to illnesses like stroke, heart disease and some cancers. Too much meat has also been linked to type 2 diabetes and higher mortality rates. When you cut meat you make more room for veggies, whole grains and beans. These foods are packed with essential vitamins and fiber. Going meatless also reduces your carbon footprint in a big way. You ll be reducing greenhouse gas emissions, water waste and fossil fuel use. We use Meatless Monday to demonstrate our commitment to healthier, more sustainable options for our customers. We hope you will participate and try the delicious veggie options we ve created. For more information visit the national campaign website: MeatlessMonday.com cut fold Don t have a cow. Try the MM Special! 9

10 For more information visit the national campaign website: MeatlessMonday.com The Monday Campaigns, Inc Table tent #3 Meatless Monday is a national campaign that encourages people to cut out meat one day a week for their health and the health of the planet. There are lots of health benefits to cutting back. Meat contains saturated fat, which has been linked to illnesses like stroke, heart disease and some cancers. Too much meat has also been linked to type 2 diabetes and higher mortality rates. When you cut meat you make more room for veggies, whole grains and beans. These foods are packed with essential vitamins and fiber. Going meatless also reduces your carbon footprint in a big way. You ll be reducing greenhouse gas emissions, water waste and fossil fuel use. We use Meatless Monday to demonstrate our commitment to healthier, more sustainable options for our customers. We hope you will participate and try the delicious veggie options we ve created. March to a different drumstick. Try the MM Special! fold Table tent #4 The Monday Campaigns, Inc cut cut Meatless Monday is a national campaign that encourages people to cut out meat one day a week for their health and the health of the planet. There are lots of health benefits to cutting back. Meat contains saturated fat, which has been linked to illnesses like stroke, heart disease and some cancers. Too much meat has also been linked to type 2 diabetes and higher mortality rates. When you cut meat you make more room for veggies, whole grains and beans. These foods are packed with essential vitamins and fiber. Going meatless also reduces your carbon footprint in a big way. You ll be reducing greenhouse gas emissions, water waste and fossil fuel use. We use Meatless Monday to demonstrate our commitment to healthier, more sustainable options for our customers. We hope you will participate and try the delicious veggie options we ve created. For more information visit the national campaign website: MeatlessMonday.com cut Take a big fat break. Try the MM Special! fold 10

11 Introducing Meatless Monday to your restaurant and customers Meatless Monday is a national campaign that encourages people to cut out meat one day a week for their health and the health of the planet. There are lots of health benefits to cutting back. Meat contains saturated fat, which has been linked to illnesses like stroke, heart disease and some cancers. Too much meat has also been linked to type 2 diabetes and higher mortality rates. When you cut meat you make more room for veggies, whole grains and beans. These foods are packed with essential vitamins and fiber. Going meatless also reduces your carbon footprint in a big way. You ll be reducing greenhouse gas emissions, water waste and fossil fuel use. We use Meatless Monday to demonstrate our commitment to healthier, more sustainable options for our customers. We hope you will participate and try the delicious veggie options we ve created. For more information visit the national campaign website: MeatlessMonday.com Waitstaff information card front today s Waitstaff information card back today s special selection Inspiration for stickers, buttons, menu symbols and more! today s special Present the Meatless Monday message your way and send it to us to promote on our website! 11

12 CONTACTS Website MeatlessMonday.com Facebook Facebook.com/MeatlessMonday Twitter Twitter.com/MeatlessMonday Tumblr MeatlessMonday.tumblr.com YouTube YouTube.com/MondayCampaigns 12