How alternative proteins are redefining hospitality menus

Some may argue that alternative proteins have already had their moment, fading away as industry excitement seemingly begins to decline. Moreover, you’ll hear industry insiders mention plummeting profits at major international alt-meat brands and overly repetitive vegan dishes on restaurant menus. For example, clichéd applications like meatless spaghetti Bolognese and generic vegan burgers have unfortunately become the default plant-based options offered today.

Alternative proteins are not just a trend

As a plant-forward food consultant, I must admit I strongly agree with that particular critique about tired plant-based menu selections. Frankly, if I see one more uninspired vegan burger as the sole option, I might genuinely lose my patience. However, the suggestion that alternative proteins are outdated or irrelevant today is a misconception I must firmly and respectfully challenge. Amid rising food costs and dynamic shifts in consumer expectations, alternative proteins are more important than ever within modern food systems. Consequently, they offer a smart, sustainable way to increase profit margins while adding nutritional density and creativity across menus in the region. Indeed, alternative proteins are a valuable tool to help hotels, cafés and restaurants reimagine plant-based eating. Most importantly, when approached creatively, they can transform dining experiences and unlock entirely new opportunities in hospitality and culinary development.

Boosting profit margins without compromising on quality with alternative proteins

Earlier this year, I met the founder of a UK-based alternative protein startup pioneering a new textured vegetable protein (TVP). Interestingly, their dehydrated pea-and-fava bean TVP fully absorbs the flavor of any liquid or marinade it’s soaked in beforehand. Currently, the company supplies various hotel and hospitality chains using this protein in both meat-forward and entirely plant-based menu items. For instance, chefs blend it into minced meat sauces, using 50 percent beef and 50 percent TVP, without sacrificing texture, flavor or guest appeal. As a result, operators maintain protein density and taste while slashing ingredient costs, improving profitability without affecting the overall dining experience.

With global meat prices rising over 20 percent in two years, foodservice providers urgently seek affordable, high-quality alternatives to traditional proteins. Therefore, this blended approach offers an immediate, practical solution. Moreover, this technique provides chefs flexibility in menu planning while meeting evolving consumer preferences for health-conscious and environmentally friendly options. By adopting such innovative strategies, hospitality venues can respond to industry challenges without compromising flavor, nutrition or customer satisfaction.

Elevating nutritional value for wellness-oriented protein based menus

We’re now witnessing alternative proteins play a powerful role in enhancing the nutritional appeal of menus within the wellness-focused hospitality space. One example is the integration of plant-based proteins into sweet or breakfast-style dishes, such as high-protein overnight oats made with TVP, stewed fruits and nuts. Applications like these aren’t a novelty; they’re balanced, functional dishes that support energy, satiety and digestive health. All key priorities for guests at wellness retreats, boutique hotels and destination spas. In markets like the UAE and KSA, where wellness tourism is rising, alt-proteins can meet the growing demand for functional, plant-forward offerings.

Regional innovation, local flavor

Closer to home, local manufacturers now produce high-quality alternative proteins that rival international imports in taste, cost and supply-chain reliability. Importantly, the true differentiator lies in how these products are engineered specifically to match regional flavor profiles and culinary expectations. As a result, this localization has enabled more culturally resonant dishes that align with consumer tastes across Middle Eastern and Mediterranean markets. Today, QSR brands and casual dining outlets can easily source plant-based shawarma, sujuk and kafta that mimic traditional spice blends perfectly. Consequently, chefs can recreate regional classics using meatless ingredients while preserving familiar textures, aromas and visual appeal on the plate. Therefore, chefs can simply substitute ingredients and maintain authenticity while meeting demand for healthier and sustainable dining options. By embracing these advancements, hospitality teams blend tradition with innovation, strengthening brand loyalty while tapping into a growing plant-forward movement.

The question is no longer whether chefs should include alternative proteins on the menu, but how they can use them more intentionally. Those who move beyond token dishes and embrace innovative culinary creations will be the ones who stay ahead.