Saying Goodbye to the Schnitzel Dogma
Vegan cuisine works in the restaurant industry when it’s approached not as an ideology but as a practical solution – economically viable, delicious, and suitable for everyday dining.
Veganism is no longer a niche topic
What was once dismissed as a matter of personal sacrifice or ideology is now an economically significant market, a key image factor, and increasingly a solution to structural challenges in the restaurant and hospitality industries: rising costs, labor shortages, evolving guest preferences, and the pressure to operate more sustainably.
A look at international figures reveals the momentum: countries like India and Israel will top the list of populations living vegan by 2024. In Europe, it is not so much the core group of vegans that is growing – but rather the group that is consciously reducing its consumption. And this is precisely where the greatest opportunity lies for businesses.
Things are also shifting in the “Land of the Schnitzel”. According to Statistics Austria, meat consumption in Austria has been falling steadily for years, by an average of about one kilogram per person per year. Sales of meat substitutes recently rose by 24 percent, while plant-based milk alternatives increased by 11 percent. At the same time, these products still account for only a small portion of the total market in terms of volume. This shows that veganism is not an all-or-nothing issue. The largest target group is flexitarians – guests who don’t want to give things up, but rather make better choices. For the industry, this means: don’t preach, but create options that win people over – in terms of taste, price, and emotion.
The Real Obstacles
What’s holding back progress? Three factors keep coming up:
- Price: According to market analyses, vegan shopping baskets are up to 25 percent more expensive
- Taste: Skepticism remains, especially regarding cheese alternatives
- Wording: “Vegan” still puts off some consumers – which is why retailers and restaurants are increasingly turning to the term “plant-based”
For businesses, this means: Successful vegan cuisine doesn’t need big labels, but rather clear communication, good craftsmanship, and culinary authenticity.
Thinking Alkaline – Without Dogma
This is where alkaline cuisine comes into play. Not as a trend, but as a guiding principle that fits particularly well with plant-based gastronomy. Gabi and Johann Ebner, pioneers of vegan alkaline cuisine, put it succinctly: “The willingness to take time to cook is an investment in lasting health. Freshly cooked meals not only contain more nutrients – they also convey energy, joy, and quality.” Cooking alkaline-style doesn’t mean banishing everything “acidic”. Rather, it means creating balance – between protein, fats, vegetables, fermentation, and preparation.
Less Myth, More Expertise
Protein is a central topic in the food service industry. For a long time, animal protein was considered the gold standard. Today, research – including that of Colin Campbell (“The China Study”) – shows a clear link between high consumption of animal protein and lifestyle-related diseases. Plant-based protein is easier to digest and highly versatile – when prepared correctly.
This is precisely where the practical solution lies for kitchens:
- Legumes, grains, seeds, and soy products provide high-quality amino acids
- Combinations are key, not individual products
- Fats are not the enemy, but a prerequisite for proper absorption
A simple but often overlooked kitchen tip from alkaline cuisine: Plant-based protein needs fat. At least five percent oil by volume – preferably ten. This improves flavor, satiety, and nutrient abso
Fermentation as a Key Technique
One element that adds depth to vegan and alkaline cuisine is fermentation. It brings umami, shelf life, and health benefits – and fits perfectly into contemporary culinary concepts. Miso, tempeh, fermented vegetables, and umeboshi are not exotic additions but functional ingredients: they support gut flora, improve mineral absorption, and create complexity without additives. Fermentation is also economically beneficial for businesses: it extends shelf life, reduces food waste, and creates signature components that make a menu distinctive.
Macrobiotics: Balance Instead of Extremes
Macrobiotic principles, rooted in Japanese culinary culture, offer a valuable philosophy for the restaurant industry: it’s not about deprivation, but about balance. Ingredients like kukicha tea, miso, and shiitake mushrooms demonstrate that food can be nourishing, functional, and enjoyable all at once. This approach is particularly timely in an era when guests are eating more consciously but do not want to be lectured.
What restaurants can take away from this
- Don’t treat vegan options as a special case
Plant-based dishes naturally belong on the menu – not in a corner - Integrate alkaline principles smartly
More vegetables, fermentation, high-quality oils – without plastering the word “alkaline” everywhere - Prioritize taste over ideology
Acceptance comes from texture, umami, and craftsmanship – not from arguments - Think economically
Legumes, grains, vegetables, and fermented foods are predictable, storable, and versatile - Simplify communication
“Plant-based,” “light,” “balanced” – words that open minds rather than polarize
Our conclusion for the future: Veganism is here to stay—and an alkaline approach makes it sustainable
The future of the restaurant industry isn’t strictly vegan – but it’s clearly plant-based. Establishments that embrace this shift in a pragmatic, pleasure-oriented, and artisanal way reap dual benefits: economically and in terms of public perception. Alkaline principles do not provide a dogma, but rather a stabilizing foundation: for health, energy, and culinary clarity. Or, as Gabi and Johann Ebner put it: “Cooking is nourishment for body, soul, and spirit – and nothing can replace that.” This is precisely where the opportunity lies for a modern, credible plant-based gastronomy.
From Genusspunkt 1/2026
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