McDonald’s, Wagamama and others scale back plant-based choices in the UK in favour of ‘high-margin’ meat-led dishes
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n 2021, vegetarianism and veganism were booming and menus reflected it. Restaurants and fast-food chains rapidly expanded their meat-free offerings, racing to meet growing demand from diners. McDonald’s launched its first plant-based burger, joining a wave of operators embracing non-meat options.
Fast forward to 2026 and the landscape looks markedly different. Last month, the fast food chain announced it was axing most of its vegetarian range – sparing only its McPlant burger – owing to weak sales. Wagamama has removed some vegan dishes from its menu, while Domino’s has also scaled back its plant-based options. The final Veggie Pret, a standalone concept store from the high street sandwich chain that started in 2016, closed in February 2024.
Some industry observers say the shift reflects growing consumer scepticism around ultra-processed foods, with certain vegetarian meat alternatives criticised for being overly processed. In their place, data shows whole sources of protein are regaining ground, particularly chicken. Others argue the change is less dramatic: rather than retreat, the sector is stabilising after a rapid boom.
