Veganuary menu intelligence — what operators need to know
Veganuary has become a core part of January dining culture.
Whether guests are fully plant-based, vegan-curious, health-focused or simply resetting after Christmas, the demand for thoughtful, flavour-led vegan dishes continues to rise.
This doesn’t require fully vegan menus — it requires intentional plant-based cooking built around seasonality, technique and strong GP.
Using Lightspeed’s understanding of January trading patterns alongside the expertise of chefs within The Staff Canteen community, this article focuses on the practical plant-based ideas and seasonal dishes operators can confidently put on their Veganuary menus.
The Veganuary Diner — What They Actually Want
January diners aren’t looking for ascetic, restrictive food. They want dishes that are:
- Generous and indulgent, not joyless
- Familiar in format
- Built around winter comfort flavours
- Textural: roasted, crispy, caramelised
- Plant-led without being positioned as “substitutes”
The truth is simple:
Guests aren’t asking for vegan alternatives — they’re asking for great food that fits how they want to eat in January.
Operators who lean into this outperform those who treat Veganuary as a tick-box exercise.
Seasonal Produce: The Backbone of January Menus
The strongest plant-based dishes start with seasonal British produce. January is full of ingredients that naturally lend themselves to depth, umami and winter richness.
January highlights
Seasonality supports:
- Better GP
- Better flavour
- Lower waste
- More confident menu design
Winter vegetables take beautifully to roasting, braising, smoking and charring — key flavour drivers for plant-based dining.
What Works? - lessons from Plant-Led Chefs on TSC
TSC’s plant-based content gives operators a unique advantage: access to chefs already leading the category.
Holy Carrot - modern vegan fine dining
Executive chef Daniel Watkins demonstrates how indulgent, structured vegan dishes can be at the highest level of dining.
Fine dining mushroom dish — technique & depth
A masterclass in structure, umami, caramelisation and smart plating - see the recipe here.
Plant-based pumpkin dish
A showcase of winter sweetness, smoke, and clean acidity -
These dishes demonstrate core techniques all operators can draw from:
- Smoking, grilling, caramelising
- Using miso, mushroom, seaweed and ferments for umami
- Balancing richness with acid (citrus, vinegars, pickles)
- Creating layered textures
More inspiration is available via the Veganuary hub.
And the full vegan recipe archive.
Designing a Veganuary Menu That Works for GP
Veganuary succeeds when the menu is tight, structured and flavour-led — not sprawling or experimental for the sake of it.
1. Keep the menu tight
Optimal structure:
- 3–5 mains
- 2–3 starters
- 1–2 desserts
This reduces waste and keeps mise en place efficient during a slower month.
2. GP considerations that work
Plant-based dishes offer excellent margin when approached correctly.
Operators can maximise GP through:
Batch components
- Roasted veg purées
- Mushroom duxelles
- Nut creams
- Pickles and ferments
Low-waste cooking
- Peelings → crisps
- Herb stems → oils
- Mushroom trims → broths
- Cabbage leaves → charred garnishes
Strong, cost-effective centrepieces
- Whole roasted celeriac
- Braised leeks or cabbages
- Charred cauliflower
- Lentil or bean-based dishes
3. Flavour Structure
Plant-based flavour must be built intentionally:
- Umami: miso, mushrooms, nutritional yeast, kombu
- Acid: citrus, pickles, fermented juices
- Fat: nut emulsions, confits, tahini
- Texture: crisp vs soft, roasted vs fresh
This approach produces dishes that feel complete and satisfying.
Pairing Veganuary with no/low — The January sweet spot
Veganuary and Dry January run on the same behavioural track. Guests exploring plant-based menus are also drawn to no/low drinks.
- Read more: The no/low big five - what’s actually selling in January?
- Read more: The January profit playbook
Pairings work particularly well with:
- Kombucha
- Tea-based cocktails
- Citrus-led mocktails
- Spiced soft drinks
For inspiration on the drinks side, see our mocktail page.
This gives diners a cohesive, January-specific experience — and supports GP without relying on alcohol.
Marketing Veganuary — How to Drive Footfall
A strong Veganuary menu needs visibility.
1. Publish menus early
The most effective release window is 28 December – 5 January.
2. Use short-form video to spotlight technique
Fire, plating, veg prep — all perform strongly on social.
3. Highlight seasonal British produce
This language lands well with diners who want wholesome, winter food.
4. Sell the experience, not the restriction
Use phrases like:
- “Plant-rich”
- “Seasonal winter vegetables”
- “Modern plant-based dining”
Avoid framing dishes as “alternatives.”
Five Quick Wins for Operators
- Add a hero vegan main built around celeriac, leek or cauliflower
- Introduce an indulgent vegan dessert — rhubarb or chocolate works well
- Offer a no/low drinks pairing flight
- Post behind-the-scenes prep on social media
- Brief FOH on selling the menu with confidence and clarity
Conclusion — Veganuary Isn’t a Trend. It’s an Expectation.
Veganuary is now a permanent fixture of January hospitality. Diners expect operators to offer thoughtful, flavour-led vegan dishes — and January’s seasonal produce provides the perfect foundation.
With Lightspeed’s insight into January trading patterns and the expertise within The Staff Canteen community, operators can design plant-based dishes that are:
- Commercially strong
- Creative and modern
- Aligned to diner behaviour
- Perfectly suited to a quieter month
Veganuary isn’t about restriction. It’s an opportunity to champion flavour, technique and produce — and to give diners a compelling reason to choose your venue in January.
This article forms part of The Staff Canteen’s January Insights Series. All data and trend analysis are created with the support of Lightspeed. All data is anonymised and aggregated.
{{user.name}}