How one missing dish can quietly cost you group sales
A recent study found that 63% of consumers decide where to dine as a group. Whether it’s colleagues grabbing lunch, families going out midweek, or friends hunting for the perfect Friday night spot. Most decisions happen by committee.
And here’s where things get interesting.
EVERY GROUP HAS THAT PERSON
The vegan. The vegetarian. The gluten-free, dairy free, no processed foods.
There’s always one picky eater in the group whose dietary needs steer the decision of where the group will go. They hold the Veto power.
So when a restaurant doesn’t offer something they can or want to eat, the group doesn’t negotiate or split up, they simply go somewhere else.
The veto vote
This is known as the Veto Vote, and it can be a silent killer for restaurants. Because you’re not just losing one order, you’re losing the entire table. Drinks, sides, mains, desserts — the whole check. Not ideal in a cost-pressured environment.
But here’s the bigger kicker.
When a group gets diverted to a competitor because they have a more inclusive, tastier option, your competitor is quietly winning:
repeat visits
loyalty
higher check sizes
group occasions
long-term market share
You’re losing share of the stomach. Meal by meal, group by group.
But don’t get it twisted.
It’s not enough to just “offer something”. A garden salad or a bowl of fries won’t win you the Veto Vote.
But a craveable, well-crafted dish that doesn’t feel like an afterthought does.
And that is where the real competition lies. By having the best plant based or gluten-free option, you’re not just catering to the picky eater, you’re elevating the entire group dining experience because everyone at the table can choose something they actually want.
When customers know “that place always has something I can eat”, they return. And they bring people with them.
This is a menu gap most operators don’t realize they have. A dish that feels like an afterthought unintentionally signals “hey, this restaurant isn’t for you.”
How to design for the veto vote
Take your top selling dish and create a plant based or gluten-free version that replicates the format, flavor profile and visual appeal.
Maintain all the elements of your hero dish such as the sauces, spices, structure, even how it’s called on the menu. Change only the protein. It’s your lowest risk move since you already know what’s working with your current customers.
Audit your current menu for gaps.
Remember, it’s not just about having “something to offer”. If your only plant based or gluten-free dish is a glorified side of veggies or bowl of chips, you’ve got work to do. Most plant based dishes underperform because they’re built to tick a box rather than to impress.
Being the fun-guys we are, we’ve put together a quick diagnostic tool HERE so you can see if your menu is quietly costing you sales.
Start there and if you want more guidance, we’d love to hear from you!
