Overview
What does "good value" really mean when it comes to plant-forward menu items? New research from BITE: Building Impact Through Eaters, the Culinary Institute of America, Datassential, and the Menus of Change University Research Collaborative suggests it's about far more than price. While many consumers expect plant-forward dishes to cost less than meat-based options, they're even more motivated by high-quality ingredients, hearty portions, and craveable flavors—with value meals and combo meals emerging as one of the strongest drivers of plant-forward purchase intent. Dive into the 2026 Plant-Forward Opportunity Report: New Consumer Perspectives on Value to explore what these findings mean for restaurants and foodservice operations looking to grow plant-forward sales in today's economy.
About the MCURC:
The Menus of Change University Research Collaborative (MCURC) is a global network of over 80 colleges and universities using campus dining halls as living laboratories for behavior change. These dynamic learning environments are where applied research, education, and operational innovation join to advance the Menus of Change Principles of Healthy, Sustainable Menus. Co-founded and jointly led by the Culinary Institute of America (CIA), Stanford Residential & Dining Enterprises (R&DE), and Stanford Prevention Research Center, the Collaborative brings together academic researchers, campus dining leaders, administrators, students, and mission-aligned sponsors and research collaborators. The 600+ MCURC members collectively serve over 4 million meals each day, representing 15 billion meals over the course of their students’ lifetimes.