Impact of Menu Choice Architecture on Consumer Preferences

A growing demand for plant-based meat, driven by its reported sustainability, suggests a potential shift in consumer preferences from traditional meat options to plant-based meat options. Our research study hypothesized that when plant-based meat options are placed between meat-based food options instead of in a separate section from meat-based options, consumers are likelier to choose the plant-based options because a mixed offering design allows for unconscious heightened awareness of plant-based alternatives. This report conducted various experiments and observations to determine if such a hypothesis is accurate within the food and restaurant industry.