Menu design for sustainable dining
We collaborated with Westminster University to test how menu design influences sustainable food choices.
Across a series of trials, we found that:
Adding vegan symbols or decoy dishes had little impact on choices.
Increasing the proportion of plant-based dishes, combined with indulgent descriptions and pro-environmental messaging, significantly encouraged diners to select more plant-based options.
These insights have helped food service operators and food brands design menus and packaging that drives healthier, more sustainable food choices.
‘Sophie is a highly skilled scientist with an exceptional knowledge of research methods and the psychology behind effective behavior change.’
Dr Beth Parkin, Associate Professor, University of Westminster
Let’s work together
We're eager to hear about your projects, ideas, and needs, and hope we can work together to drive meaningful change for people and planet.