Here’s what he had to say about this: In Munich, I’d definitely encourage visitors to try the classic Bavarian dishes that really define the local food culture.

For breakfast or brunch, have a traditional Weißwurst (Bavarian white sausage) with a freshly baked pretzel and sweet mustard – and don’t forget a Bavarian wheat beer to go with it, if you’re so inclined, since that’s the tradition.

You get the gemütlichkeit – that cozy, convivial feeling – when you sit in a beer hall enjoying those dishes.

Then later in the day, something like a hearty Schweinebraten (roast pork with dumplings and gravy) or a crispy pork knuckle with sauerkraut is a must.

These are not fancy dishes at all, but they’re authentic, soul-satisfying comfort foods that truly give you a taste of Munich’s heritage. You get the gemütlichkeit – that cozy, convivial feeling – when you sit in a beer hall enjoying those dishes.

Eating Weißwurst (Bavarian white sausage) is practically a ritual in Bavaria—and trust us, that’s no exaggeration. Locals have strong opinions about how it should be done.

First, Weißwurst is strictly a morning meal, typically enjoyed as a second breakfast or early brunch. Bavarians say it should never hear the church bells at noon (“Weißwürste dürfen das Zwölfuhrläuten nicht hören”).

Second, the sausage casing should not be eaten. Traditionally, you either suck the sausage out of its skin (zuzeln) or make a lengthwise cut and peel it away with a knife and fork.

Third, it must be served with Bavarian sweet mustard. The gentle sweetness balances the mild flavor of the veal and pork, making it the perfect condiment for this beloved dish.

Leberkäse (Bavarian Meatloaf): a versatile Bavarian staple, Leberkäse is made from finely ground, seasoned meat baked in a loaf pan until golden on top. Despite the name (“liver cheese”), most modern versions contain no liver at all. It’s simple, satisfying, and widely loved across Munich.

Obatzda (Bavarian Cheese Spread): The ultimate beer garden snack, Obatzda is a creamy, flavorful cheese spread made from ripe Camembert, butter, onions, and spices. It’s traditionally served with fresh pretzels or hearty farmhouse bread, and pairs perfectly with a cold beer.

For more German classics, check out our guide to the best German traditional foods and desserts.

The post What to Eat in Munich, According to a Three-Star Michelin Chef appeared first on Chef's Pencil.

Build a brand that flows naturally from your concept. Choose a name, logo, and design identity that feel authentic and memorable. A cohesive brand isn’t just about looking good on Instagram—it helps your restaurant stand out and remain consistent across every guest interaction.

We should have put more funds and time into defining who we were. Four and a half years later, we’re still educating people on what a browsery is and what we offer and who we are we’re a mother-daughter locally owned business which is kind of rare in this industry. Michele Roche, Owner of The Brasserie in Camillus, New York

And don’t try to do it all alone. It’s unrealistic to expect yourself to excel at everything—menu development, team hiring, brand building, and more. Bring in professional help where it counts; it can make the difference between a solid launch and a shaky one.

You’ll also need liability insurance, worker’s comp, and coverage for theft or fire. Set reminders for renewal deadlines—compliance is ongoing, not one-and-done.

On the backend, invest in tools that save time and reduce error—like scheduling platforms, food cost calculators, and digital logbooks. Tech should support your team, not slow them down.

Check out our latest story on wages to understand how much kitchen staff earn across the country.

Get Music Licensing Right

Music sets the tone, but using Spotify or personal playlists in a commercial space is a copyright risk. In the U.S., you’ll need a license from ASCAP, BMI, or SESAC to play music legally. Alternatively, services like SoundMachine handle licensing and playlist curation, saving you the legal headache.

Build a Culture of Cleanliness

Food safety isn’t just about passing inspections—it’s about earning trust.

Create clear systems for cleaning, storage, labeling, and hygiene. Train your team on handwashing, allergen handling, and cross-contamination prevention. Post visual reminders and run daily checks. A clean kitchen is a professional kitchen.

Your Digital Presence Is Crucial

Today’s diners will Google you and check your social media before ever walking through the door.

Make sure your Google Business Profile is claimed and up to date — including your address, hours, phone number, and website. Build a simple, mobile-friendly website that features your menu, online ordering (if applicable), and reservation links.

Social media — especially Instagram, and increasingly TikTok — acts as your visual storefront. Use it to showcase your dishes, team, and behind-the-scenes moments to generate buzz and attract new guests.

Understand Payroll & Labor Laws

Hiring staff comes with responsibility. You’ll need to register for tax IDs, follow labor laws (including breaks and overtime), and stay current on wage regulations.

Use payroll software tailored for hospitality, or work with a provider who understands tip pooling, shift differentials, and service charges. Be clear with your team about schedules, breaks, and pay periods from day one.

Location Still Matters

Even in a digital age, your address can drive—or kill—your traffic.

Visit prospective neighborhoods at different times of day. Look at foot traffic, parking, nearby businesses, and local sentiment. Is this a place people want to visit? What does the foot traffic look like? Are there major employers nearby? Will your concept fill a real need in the area?

The right location supports your growth organically, with less reliance on paid advertising.

Launch Soft, Then Build Hype

Skip the high-pressure grand opening. Instead, opt for a soft launch—invite friends, family, and local supporters to try the menu and provide feedback.

When you’re ready to go public, build momentum with:

• Teasers on social media
• Local influencer visits
• Community events or fundraisers
• Press releases and outreach

The goal is a thoughtful rollout that builds buzz without overwhelming your team.

Measure, Learn, and Adapt — Especially Through the Slow Seasons

Success in the restaurant business isn’t about hitting it big on opening night—it’s about staying sharp, consistent, and resilient. From day one, track your metrics carefully. The numbers tell the real story of what’s working—and what’s not.

Here are key performance indicators (KPIs) you should monitor consistently:

• Food cost percentage: Are you pricing dishes correctly based on ingredient costs?
• Labor cost vs. revenue: Is your staffing efficient relative to daily sales?
• Table turnover: How quickly are you serving and re-seating customers?
• Average guest spend: Are guests ordering more than just the basics?

Don’t rely solely on instinct or vibes—use your data to spot patterns, catch problems early, and adapt operations as needed. This mindset of continual refinement is often what separates successful restaurants from short-lived ventures.

But numbers alone aren’t enough. You also need perspective.

“You’ve got to go in with the mindset that some days are going to be awesome and others really slow. Don’t panic in the first week of January when no one shows up—it’s normal.”
— Chef Alex Iaccarino, Amano Kitchen & Bar, Syracuse

Every market has its own rhythm—peak seasons, holiday booms, and mid-winter lulls. Learning those ebbs and flows is crucial. Plan smart: build financial cushions for slower months, schedule promotions strategically, and use high-traffic periods to attract new guests who’ll return during the off-season.

Final Thought

Restaurants don’t succeed by luck—they succeed by doing the fundamentals really well. Know your market. Hire the right team. Serve consistently excellent food. Create an experience people want to return to.

You don’t need to do everything at once. Start small. Stay focused. Learn fast. And above all—stay true to your vision.

The post How to Open a Restaurant: The Essentials appeared first on Chef's Pencil.

11,000 chefs are making over $100,000 in the United States.

It’s also important to note that many of the best-paid chefs are business owners—they run or co-own restaurants, giving them the opportunity to earn not just a salary but also a share of the profits. For those with a strong entrepreneurial spirit, this can dramatically increase earning potential beyond what’s reflected in payroll data.

Job sites like Indeed also offer valuable insights, especially now that many cities and states require salary ranges in job postings. For instance, an executive chef position at Marriott in New York was recently advertised with a salary range up to $232,000—the highest we encountered during our research.

While the vast majority of chefs won’t earn celebrity-level pay, the data shows there is meaningful opportunity at the top of the profession — especially in high-cost, food-forward metro areas or through entrepreneurial ventures. For chefs who pair exceptional skill with leadership, business acumen, and creativity, six-figure salaries are increasingly attainable. The path isn’t easy, but for those willing to put in the work, the rewards can be just as rich as the dishes they create.

Methodology

To understand how much the top-earning chefs in the U.S. make — and where they are located — the Chef’s Pencil research team analyzed the most recent data from the Bureau of Labor Statistics (BLS), specifically focusing on wage estimates for chefs and head cooks in the 90th percentile. This percentile represents the top 10% of earners in the occupation, offering a clearer picture of high-end salary benchmarks across states and metropolitan areas.

Using this data, we calculated the minimum annual wage that places a chef within the top 10% of earners in each metro area and state. To estimate how many chefs earn over $100,000 nationally, we used a statistical model that factors in both the number of employed chefs in each location and the distribution of wages between the 75th and 90th percentiles. For example, if a metro area has 15,560 chefs employed and a 90th percentile wage of $100,730, we assume at least 1,556 chefs in that region earn six figures or more. We also made upward adjustments to account for chefs in the 75th–90th percentile range who likely exceed the $100,000 threshold.

The estimate that approximately 11,000 chefs in the U.S. earn $100,000 or more reflects a conservative interpretation of the available data.

In addition to BLS data, we reviewed job postings from major employment platforms like Indeed, which now often include salary ranges due to pay transparency laws in various states. This allowed us to cross-reference top-end salary potential in real-world hiring situations. For instance, an executive chef role with Marriott in New York was listed with a salary up to $232,000, the highest figure we encountered during our research.

Finally, it’s important to note that BLS data does not fully capture chef-owners or culinary entrepreneurs, who often supplement their salary with business profits. As such, actual earnings for this group can be significantly higher than reported figures.

Related: States with the Highest Share of Fast Food Cooks
Related: How Much Do Chefs and Line Cooks Make in 2025?

The post New Data Reveals Where Chefs Are Earning $100,000+ appeared first on Chef's Pencil.

As expected, head cooks and chefs earned the highest wages, with an average annual salary of $64,720, or $31.11 per hour.

Salaries vary significantly from state to state. So, if you’re trying to understand how well you’re paid—or how much you could earn as a cook—it’s essential to look at local wage data. Below, you’ll find a map and table showing wages and salaries for chefs, line cooks and fast food cooks in every U.S. state.

The map below shows the median hourly pay for line cooks in each state.

The map below shows the median hourly pay for cooks working in fast food restaurants in each state.

The map below shows the median hourly pay for chefs and head cooks in each state.

Significant Pay Disparities at the Metro Level

Wage differences don’t stop at the state level. Just like real estate prices and the cost of living, pay can vary widely within the same state. Working at a Michelin-starred restaurant in New York can earn you substantially more than working in a luxury hotel in Buffalo, NY. For example, chefs in Bakersfield, CA, earn an average of $62,500, while their counterparts in San Jose make nearly $80,000.

Line cooks in metro areas such as Hawaii, San Jose, San Francisco, Seattle, and Napa are among the highest paid in the country, with annual wages reaching up to $50,000. In contrast, line cooks in cities like Laredo, TX; Alexandria, LA; Hammond, LA; Brownsville-Harlingen, TX; and Monroe, LA earn well below the national average.

Use the table below to explore how much cooks and chefs are paid in your area.

Wage Gap Between Chefs and Cooks Narrows

Pay for line cooks and other kitchen staff increased modestly during the first two decades of the 2000s, with annual wage growth of around 1% being quite common. For example, between 2009 and 2015, pay for line cooks rose by just 5.7% over the full six-year period. In contrast, pay increases were substantially higher for chefs and head cooks, so by the early 2010s, chef wages were roughly double those of line cooks and about 1.5 times higher than fast food cooks.

However, this trend shifted significantly after the pandemic, as wages for line cooks and fast food cooks rose sharply—outpacing the growth in pay for head chefs.

In 2011, chefs and head cooks were earning almost twice as much as line cooks and about 1.5 times more than fast food cooks. By 2024, the wage gap had narrowed, with chefs earning 71.5% more than line cooks and 107.8% more than fast food cooks. The post-pandemic years were marked by a significant shortage of kitchen staff, which put upward pressure on wages—especially for lower- and mid-skilled kitchen positions.

Related: States with the Highest Share of Fast Food Cooks

The post How Much Do Chefs and Line Cooks Make in 2025? appeared first on Chef's Pencil.

This foodborne bacteria doesn’t get as much buzz as salmonella or E. coli, but it can be just as dangerous—especially for pregnant women, older adults, children and anyone with a weakened immune system. In fact, pregnant women are 10 times more likely than others to become infected with listeriosis. The infection is especially serious during pregnancy because it can pass to the unborn baby and lead to complications such as preterm labor, miscarriage, or stillbirth.

The good news? A few simple food hygiene habits can go a long way in keeping you and your loved ones safe—though for some high-risk groups, avoiding certain types of foods may also be necessary.

First, What Is Listeria?

Listeria monocytogenes is a type of bacteria that can live in soil, water, and animals—and unfortunately, it can sneak into foods like:

• Soft cheeses made from unpasteurized milk
• Deli meats and hot dogs (especially if not reheated)
• Refrigerated smoked fish
• Raw sprouts and leafy veggies
• Pre-made deli salads or pâtés

What makes Listeria unique (and tricky) is that it can grow even in the cold—yes, your fridge isn’t a safe zone for it as listeria can survive refrigeration and even freezing. One of the most recent major Listeria outbreaks in the U.S. was linked to frozen nutritional shakes and, unfortunately, resulted in 41 hospitalizations and 14 deaths across 21 states.

Home Kitchen Tips to Keep Listeria Away

1. Clean as You Go
Wash your hands with soap and warm water before and after handling food. Wipe down counters, cutting boards, and utensils with hot, soapy water—or, even better, use a sanitizing solution. The FDA recommends using a mixture of one tablespoon of chlorine bleach per gallon of water, followed by drying with a clean paper towel or a cloth that hasn’t been previously used.

2. Keep Raw & Ready-to-Eat Foods Separate
Use separate cutting boards for raw meats and for foods like vegetables or bread. Cross-contamination is one of the main ways Listeria spreads—and one of the most common mistakes home cooks make in the kitchen.

3. Heat It Up
Deli meats? Hot dogs? Heat them until they’re steaming hot (165°F/75°C). Cooking is one of the most effective ways to kill Listeria and other harmful pathogens.

4. Chill Smarter
Keep your fridge at or below 40°F (4°C) and eat leftovers within 3–4 days. Don’t let food sit out for more than 2 hours. Just keep in mind that Listeria can survive even in freezing temperatures—so while refrigeration helps slow its growth, it’s not foolproof protection.

5. Know the Risky Foods
If you’re pregnant, older, or have a compromised immune system, consider avoiding higher-risk foods like soft cheeses (unless they’re clearly labeled “made with pasteurized milk”) or deli foods. In the U.S., past listeriosis outbreaks have been linked to a wide range of foods, including unpasteurized milk and cheeses (like queso fresco), raw or processed fruits and vegetables, undercooked meats and poultry, deli meats, hot dogs, ice cream, and smoked or raw seafood, according to the FDA.

Deli meats, in particular, are a concern. According to a 2022 study published in the International Journal of Food Microbiology, deli meats were the leading cause of listeriosis infections in the U.S. over the past five years.

6. Attention for Pet Owners

Listeria has even been found in raw pet food, so it’s important to handle it with care. Always pick up and thoroughly wash pet food dishes in a designated sink—not one used for food preparation—as soon as your pet finishes eating. Also, make sure children don’t come into contact with raw pet food or feeding areas.

For the Food Pros

If you run a food business or work in a commercial kitchen, the stakes are even higher. Listeria outbreaks have caused major product recalls and restaurant closures—one of the most damaging events a food business can face and often difficult to recover from. Not to mention the legal challenges that can follow owners even after a business has closed.

Listeria Prevention Tips for Restaurant Owners and Food Service Pros

Protecting your customers—and your business—from a Listeria outbreak starts with a strong food safety culture. Here are essential practices tailored for professional kitchens:

Develop a Comprehensive Food Safety Plan
Create a written food safety plan that includes Listeria-specific controls. Identify high-risk foods (like deli meats, soft cheeses, and smoked seafood), outline procedures for handling them, and define sanitation protocols. Regularly review and update the plan.

Sanitize Surfaces and Equipment Frequently
Listeria can persist on surfaces for long periods. Clean and disinfect prep areas, cutting boards, slicers, and cold storage units with Listeria-effective sanitizers—especially after handling ready-to-eat foods.

Label and Date All Stored Foods
Follow a “first in, first out” policy. Clearly label and date all prepped foods, and discard items that exceed recommended shelf life to minimize bacterial growth.

Train Staff Thoroughly and Consistently
Ensure all employees understand the risks of Listeria and the importance of cross-contamination prevention, personal hygiene, and temperature control. Training should be thorough and ongoing—not a one-time checklist.

Monitor Refrigeration Temperatures Daily
Since Listeria thrives in cold environments, keeping fridges at or below 40°F (4°C) is critical. Use calibrated thermometers and maintain temperature logs to ensure consistency.

Stay Up to Date with Food Safety Guidelines
Regulations evolve. Regularly review updates from the FDA and USDA to stay compliant and implement the latest best practices.

What the Experts Say

According to Dr. Kimberly Baker, a food safety specialist at Clemson University, cooking food to the right temperature is “one of the simplest and most effective ways” to prevent listeriosis. And Mitzi Baum, CEO of the non-profit STOP Foodborne Illness, adds that “education is key—understanding the risks helps reduce them.”

Bottom Line

Listeria might sound scary, but with good habits and a little knowledge, you can keep your kitchen safe and your meals delicious. Whether you’re cooking for yourself, your family, or customers, staying food-safe is one ingredient you don’t want to skip.

The post Listeria And Food Safety: Tips For Home Cooks & Pros appeared first on Chef's Pencil.

A new Chef’s Pencil analysis reveals which states have the highest concentration of fast food cooks, measured as a share of all employed cooks and chefs. The data, based on a three-year average from the U.S. Bureau of Labor Statistics (BLS), paints a clear picture: in some parts of the country, fast food isn’t just a dining option — it dominates the cooking profession.

North Carolina, West Virginia, and Kentucky Lead the Pack

The fast food industry looms large in North Carolina, West Virginia, and Kentucky – not just as a quick meal option, but as a significant economic force and cultural mainstay. These three states are among the nation’s leaders in fast-food concentration, meaning a high share of their culinary workforce is flipping burgers or frying chicken compared to other states.

According to the analysis, North Carolina tops the list, with a staggering 58% of all cooks in the state working in fast food establishments. West Virginia (54%) and Kentucky (48%) follow closely behind.

North Carolina’s fast food sector is one of the largest in the United States, with an estimated market size of $14.5 billion and over 10,300 fast-food establishments statewide, according to market research report published by IbisWorld.

These establishments collectively employ approximately 194,000 people in the state, underscoring North Carolina’s status as a fast-food hub. Notably, North Carolina has more fast-food cooks (over 87,600) than any state except California — significantly more than other, more populous states like New York, Texas, or Florida. This prominence is partly due to the state’s rapid population growth and extensive interstate highway network, which have attracted major fast-food chains to both bustling cities and rural crossroads.

Fast food is not just convenient in North Carolina; it’s big business, accounting for roughly one-third of all restaurant and foodservice sales in the state. Overall, North Carolina’s restaurant industry generates approximately $43 billion in annual sales.

West Virginia’s food landscape is often defined by its small towns and country roads—places where fast-food restaurants are frequently the primary, and sometimes the only, dining option. Economically, the state’s fast-food sector is valued at approximately $1.7 billion, with just over 1,500 establishments statewide, according to IBISWorld. While this figure may seem modest compared to North Carolina, it is significant relative to West Virginia’s smaller population.

Career advancement in the culinary field is also limited in West Virginia. Head cooks and chefs account for just 0.4% of all cooks in the state—the third-lowest ratio in the country.

Kentucky, the birthplace of KFC—one of the most recognizable fast food brands worldwide—ranks among the top three states where fast food cooks make up nearly half of all cooks. But it’s not just KFC: Yum! Brands, the parent company of KFC, Taco Bell, and Pizza Hut, is headquartered in Louisville, making the city a kind of corporate fast-food capital.

Culturally, this dominance isn’t surprising—fast, fried, and affordable food aligns perfectly with Kentucky’s blend of urban and rural lifestyles. In cities like Louisville and Lexington, fast food competes with a growing food scene but still holds its own, especially in the suburbs and for a quick work lunch. In rural Kentucky, the local Dairy Queen or KFC often doubles as the town’s social hub.

Other states with high ratios include:

• Missouri – 46%
• Alabama – 45%
• California – 40%
• Tennessee – 32%

In contrast, states with more diversified food industries — including Hawaii (6%), Massachusetts (9%), and Rhode Island (10%) — report significantly lower shares of fast food cooks.

These figures reflect more than just consumer preference; they hint at deeper economic and cultural dynamics. A high fast food cook ratio may signal limited culinary infrastructure, fewer full-service dining options, or a restaurant labor market skewed toward lower-wage, high-turnover jobs.

What Are Fast Food Cooks Earning?

Our team has also looked at the latest hourly pay data (2024 figures, released April 2025 by the Bureau of Labor Statistics) for fast food cooks, as well as pay for cooks working in non-fast food restaurants and pay for chefs and cooks.

While pay rates vary, the trend is consistent: fast food cooks earn significantly less than their counterparts in full-service restaurants — and far less than head cooks or chefs.

The national median hourly pay for fast food cooks is around $14–$15, but it falls below that in many Southern states. In three states — Louisiana ($10.55), Mississippi ($10.70), and West Virginia ($10.96) — fast food cooks earn a median hourly wage of less than $11. In contrast, those in Hawaii earn nearly twice as much, with a median hourly pay of $19.38, though they also face a significantly higher cost of living.

The wage gap becomes even more stark when visualized: in many states where fast food cooks dominate, wages also tend to be lower across the board.

See how this compares to median pay for line cooks (listed as “Cooks, Restaurant” by the BLS) and Chefs & Head Cooks.

Limited-Service Restaurant Density vs. Fast Food Cooks: A Surprising Mismatch

Our team also analyzed the number of limited-service restaurants — where fast food chains are among the largest employers — and calculated the number of such establishments per capita. This analysis is based on the most recent data on limited-service restaurants published by the U.S. Bureau of Labor Statistics (BLS) in 2022, using population estimates from the same year for the per capita calculation.

This reveals a surprising disconnect between the availability of limited-service restaurants (fast food, fast casual and takeout spots) and the share of culinary workers employed as fast food cooks in U.S. states. While some states show a clear correlation between the two metrics, others highlight a striking mismatch.

The Expected Leaders: North Carolina, West Virginia, and Kentucky

According to our analysis, North Carolina has the highest concentration of fast food cooks in the country, with 58% of all employed cooks working in fast food establishments. West Virginia follows at 54%, and Kentucky at 48%. These figures align with expectations, as these states also have relatively high densities of limited-service restaurants.

Hawaii: A Notable Outlier

Hawaii stands out as an extreme outlier in our analysis. Despite having the highest density of limited-service restaurants in the country—with just 916 people per restaurant—only 6% of its cooks work in fast food establishments. This is the lowest ratio of fast food cooks among all states.

To better understand this discrepancy, we reached out to the Bureau of Labor Statistics (BLS), which explained that their classification system distinguishes between several types of cooks based on job duties rather than job titles. According to the BLS, cooks in Hawaii may be classified under other categories such as “Cooks, Restaurant” if they prepare a wide range of dishes in full-service settings, or “Cooks, Short Order” if they handle freshly prepared meals in fast casual or quick-service locations. Even in limited-service restaurants, cooks who perform broader culinary tasks may not be categorized as fast food cooks.

Jobs are classified into SOC categories based on the job duties performed, rather than based on the job title or the industry in which the worker is employed. OEWS Information Desk, Bureau of Labor Statistics

In addition, in response to a Chef’s Pencil inquiry, the California Employment Development Department (EDD) clarified that some workers in fast-food and fast-casual restaurants who, in addition to preparing food, also take orders and process payments may be more generally categorized as “fast food and counter workers.” This classification can skew the reported number of fast-food cooks in some states.

Hawaii may be an outlier because it has 30 times more culinary workers categorized as “fast food and counter workers” compared to just three times more in California. This suggests that while Hawaii has a high density of limited-service restaurants, many of those establishments may employ workers who not only prepare food but also take orders and serve beverages, leading them to be counted under the general “Fast Food and Counter Workers” category.

Other States with a Mismatch

• New York: Despite a high density of limited-service restaurants (1,134 people per restaurant), only 17% of cooks work in fast food, suggesting a more diversified culinary industry.
• Massachusetts: With 1,312 people per limited-service restaurant and only 9% of cooks employed in fast food, the state’s culinary workforce is heavily concentrated in full-service and fine dining.

Why This Matters

This data highlights an often-overlooked divide in the food world — not between cuisines, but between career pathways. While chefs in fine dining may earn prestige, autonomy, and better wages, roughly a quarter of cooks in the U.S. work behind the counters of fast food chains, often with limited upward mobility.

Methodology

This analysis by Chef’s Pencil is based on data from the U.S. Bureau of Labor Statistics (BLS), specifically the Occupational Employment and Wage Statistics (OEWS) program. Our primary focus was on identifying the share of fast food cooks (SOC 35-2011) among all employed cooks and chefs in each state. The BLS defines fast food cooks as those who prepare and cook food in fast food restaurants with limited menus, using large-volume, single-purpose equipment.

Classification Clarifications: To better understand how fast food cooks are categorized, we reached out to the BLS for clarification on their classification system, as well as to the California Department of Labor for insights into how fast casual establishments are treated in the data.

Data Source: U.S. Bureau of Labor Statistics (BLS) Occupational Employment and Wage Statistics (OEWS) program. We used NAICS 722513 (Limited-Service Restaurants) data from the U.S. Employment and Wages Data Viewer, published in 2022, along with population data from the same year, to calculate the number of limited-service restaurants per capita across all U.S. states. This approach allowed for a standardized comparison of fast-food and fast-casual restaurant density relative to state populations.

Time Frame: Three-year average data (2022 through 2024). For Rhode Island, the data reflects a two-year average (2022–2023) because 2024 data for fast food cooks was unavailable.

Calculation Method: We calculated the share of fast food cooks in each state by dividing the number of fast food cooks (SOC 35-2011) by the total number of all cooks and chefs in that state.

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The proposed legislation would change that by opening Pell Grant access to high-performing, short-term programs—regardless of whether they fall under traditional academic calendars or are run by nontraditional providers. This would be a significant shift, especially for culinary programs offered by smaller, private institutions or specialized academies that fall outside the current eligibility framework.

In response, the legislation would limit student borrowing to the “median cost of college,” thereby discouraging schools from inflating tuition without providing real value. It would also cap graduate student loans and phase out certain income-based repayment plans that critics argue encourage students to borrow beyond their means — an issue highlighted in Chef’s Pencil’s recent analysis of culinary school debt.

What Culinary Schools Should Do Now

If your culinary school is already focused on practical training, job placement, and manageable tuition, these reforms could give you a competitive edge. But the bar is being raised. Schools will need to:

• Track graduate employment and earnings more rigorously
• Maintain affordable, outcome-driven programs
• Meet job placement thresholds to remain eligible for federal aid

The legislation also includes provisions that would require colleges to shoulder part of the financial burden if their graduates fail to repay loans—a move designed to align incentives and discourage low-ROI programs.

Chef’s Pencil Research Spotlights Outcome-Driven Culinary Programs

This comes at a time when industry analysts are already reassessing how to evaluate culinary schools. A recent Chef’s Pencil ranking of culinary programs in Arizona and Alaska (with more states to follow) underscores the increasing focus on graduate earnings and job placement—two metrics likely to take center stage under the proposed federal education reforms.

Chef’s Pencil’s rankings take into account multiple performance metrics, including:

• Median wages after graduation
• Program affordability
• Industry reputation
• Placement in top restaurant kitchens

The findings align with the goals of the proposed reforms: support and elevate schools that offer real value for students, not just prestige.

A Window of Opportunity

This bill isn’t law yet, but it reflects a growing bipartisan concern: higher education has drifted too far from its mission of preparing students for work. For culinary schools that have long focused on hands-on training and real-world outcomes, the proposed reforms could mark a long-overdue shift in federal policy.

As Congress debates the finer points, one thing is clear: the institutions that prioritize value, affordability, and workforce alignment are poised to thrive in the next era of American education. Culinary schools that meet this moment will not only survive—but lead.

The post U.S. Education Reforms Could Boost Culinary Schools—If They Deliver on Outcomes appeared first on Chef's Pencil.

Launched at the height of the COVID-19 pandemic, ChefMaison was created to help chefs keep working when restaurants across Europe were shuttered. But what started as a temporary solution has blossomed into a movement — one that empowers chefs and reimagines the fine dining experience for the post-pandemic world.

Today, ChefMaison operates across multiple countries, linking thousands of chefs — from Michelin-level veterans to rising stars — with clients seeking unique, tailored, in-home dining experiences.

A New Stage for Chefs

In early 2020, kitchens went quiet and chefs faced widespread job loss. But ChefMaison offered them a new opportunity: to bring their craft directly into people’s homes.

No longer bound by set menus or restaurant hours, chefs could design custom meals for intimate gatherings — from milestone celebrations to low-key date nights. The idea resonated. In a world craving both safety and connection, private dining at home struck the perfect balance.

For chefs, it was a chance to earn independently and connect more personally with guests. For diners, it meant elevated food in a familiar setting — with none of the noise or formality of restaurants.

What Sets ChefMaison Apart

While the private chef concept isn’t entirely new, ChefMaison modernized it. The platform eliminates agencies and middlemen, allowing diners to connect directly with chefs, co-design menus, and personalize every detail of the experience.

Whether it’s a five-course tasting menu, a cozy Italian feast, or a plant-based brunch, there’s no one-size-fits-all offering. Every meal is a collaboration.

And it’s easy — diners browse available chefs, read reviews, explore sample menus, and book directly through the platform.

ChefMaison Expands to Portugal: A Culinary Match Made in Heaven

From its beginnings in the Netherlands, ChefMaison has rapidly grown into a European network where hundreds of private dining experiences unfold each day. And one of its most exciting new chapters is unfolding in Portugal.

In a country celebrated for its rich food traditions and bold regional flavors, ChefMaison sees tremendous opportunity — not just for guests, but for chefs. The platform is now partnering with a growing number of Portuguese culinary professionals, helping them bring their passion to both locals and international visitors.

“Our goal is to support talented Portuguese chefs and help them gain visibility with a global audience — without intermediaries or agencies,” says Casper Engelkens, the founder of ChefMaison.

Whether it’s a seaside seafood feast in the Algarve or a modern twist on Lisbon’s classics, ChefMaison believes Portugal offers the ideal setting for unforgettable, chef-led dining experiences at home.

It’s not just an expansion — it’s a celebration of Portuguese culinary identity, delivered one personalized dinner at a time.

Beyond Catering: A Movement Toward Meaningful Dining

ChefMaison isn’t about outsourcing dinner. It’s about bringing culinary creativity into the home in a way that feels immersive, personal, and entirely new.

As the definition of “dining out” continues to evolve, ChefMaison proves that you don’t need to leave your house to have a world-class meal. Sometimes, the most memorable dishes are served at your own table — with a chef who’s there just for you.

In a time when food is as much about experience as it is about flavor, ChefMaison is leading a quiet revolution — one home kitchen at a time.

To learn more about ChefMaison’s offering in Portugal, check out their private chefs page.

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Choosing a renowned private culinary school like the Arizona Culinary Institute certainly has advantages, such as reputation and networking opportunities. However, if minimizing debt is your priority, more affordable options like community colleges are worth serious consideration.

For more information about loan types and subsidized and direct unsubsidized loans visit the Federal Student Aid website.

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At Chef’s Pencil, we analyzed Michelin restaurant prices worldwide, ranking the most expensive dining destinations across the globe. No surprise—New York made the list, with two restaurants in the top 10 (both in Manhattan). The city also ranked as the 6th most expensive in the world for Michelin dining, with an average price of $258 per person (excluding drinks, service charges, and gratuity), placing it behind Dubai, Hong Kong, and Copenhagen.

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2. Restaurant Yuu | $300 per person

Top-priced tasting menu: $300 per person

Address: 55 Nassau Ave, 1A Brooklyn, NY 11222

A hidden gem in Brooklyn’s fine dining scene, Restaurant Yuu delivers a theatrical and highly curated tasting experience rooted in classic French cuisine — interpreted through the lens of Japanese culinary mastery. Led by Chef Yuu and Executive Chef Shuji Furukawa, the menu evolves every 2 to 3 months, featuring premium seafood imported from Japan, locally sourced seasonal produce, and delicate presentations served in traditional Arita porcelain.

With a synchronized course start, soaring ceilings, and a serene, design-forward space, Yuu offers an experience more commonly found in Manhattan, but with the warmth and originality of Brooklyn.

Worth it? If you’re looking for a refined, story-driven tasting menu with deep Japanese influences and a distinctly theatrical flair — all without leaving Brooklyn — Yuu is a must-visit.

“While rooted in classic French cuisine, our approach — by Japanese chefs — aims to provide a one-of-a-kind experience that stands apart from other restaurants.” — Chef Yuu

3. Clover Hill | $245 per person

Top-priced tasting menu: $245 per person

Address: 20 Columbia Pl, Brooklyn, NY

A rising star in Brooklyn’s fine dining scene, Clover Hill delivers elegance, precision, and innovative flavors in a cozy setting. With Michelin recognition and a commitment to seasonal, locally sourced ingredients, it has quickly become one of the borough’s most talked-about restaurants. Expect a mix of artfully plated seafood, delicate sauces, and unexpected flavor pairings that make each bite memorable.

 Worth it? A must-visit for anyone who loves modern American fine dining with a seasonal touch.

Brooklyn’s high-end sushi scene is growing, and Shota Omakase is leading the way. This exclusive omakase experience features premium cuts of fish, aged soy sauces, and seasonal Japanese delicacies. If you’re a sushi purist who appreciates minimalist presentation and bold flavors, Shota delivers an experience that rivals some of the top omakase spots in Manhattan.

 Worth it? If you’re looking for a high-end sushi experience without Manhattan prices, Shota Omakase is an excellent pick.

5. Vis-a-Vis Restaurant | $195 per peson

Top-priced tasting menu/dish: $195 for the Prime Ribeye Steak

Address: 3100 Ocean Pkwy, Brooklyn, NY

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For those seeking an upscale dining experience with a touch of European elegance, Vis-à-Vis delivers refined flavors in a chic setting. This Sheepshead Bay gem offers a luxurious à la carte menu featuring high-quality seafood, premium steaks, and artfully crafted dishes inspired by French and Eastern European cuisine. With its sophisticated ambiance and attention to detail, Vis-à-Vis is a standout destination for fine dining in Brooklyn.

The prime ribeye steak is currently priced at $195, but there are more affordable steak options around $50, as well as seafood entrées available for under $50.

Worth it? If you appreciate elegant plating, rich flavors, and an elevated atmosphere, Vis-à-Vis is a top-tier choice.

A Brooklyn institution, River Café offers unparalleled views of the Manhattan skyline and a refined, old-school fine dining experience. The menu features classic American fare with a high-end twist, including lobster, filet mignon, and decadent desserts.

 Worth it? For a romantic night out with breathtaking views, River Café remains one of Brooklyn’s best options.

7. Maison Sun | $185 per person

Top-priced tasting menu/dish: $185 per person

Address: 200-3 Schermerhorn St, Brooklyn, NY

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For those in search of an intimate and exclusive dining experience, Maison Sun offers a refined take on modern fine dining. This Brooklyn gem blends French and Asian influences into a multi-course, à la carte experience, with a focus on precision, artistry, and seasonal ingredients. With its sleek, minimalist ambiance and high-end offerings, Maison Sun delivers an indulgent escape for discerning diners.

Worth it? If you appreciate meticulously crafted dishes and a luxurious yet understated atmosphere, Maison Sun is a must-visit.

9. The Loft Steakhouse | $139 per person

Top-priced tasting menu/dish: Cowboy Rib Steak $139 per person

Address: 1306 40th St, Brooklyn, NY

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For those seeking a premium steakhouse experience in Brooklyn, The Loft Steakhouse delivers top-quality cuts in an upscale yet inviting setting. Known for its expertly prepared steaks, the menu features standout options like the Cowboy Rib Steak, priced at $139, alongside a selection of other prime cuts and delicious sides. With its stylish ambiance and commitment to high-quality ingredients, The Loft Steakhouse is a go-to destination for steak lovers looking to indulge.

Worth it? If you’re a fan of expertly cooked, high-end steaks in a refined atmosphere, The Loft Steakhouse is well worth the splurge.

Below is a map of the most expensive Michelin-starred restaurants in Brooklyn for 2025.

Final Thoughts: Brooklyn’s Michelin Dining Scene

Brooklyn is proving that world-class fine dining is not just a Manhattan affair—but expect to pay upwards of $200 to $300 to experience the borough’s best. From Japanese omakase counters and elegant steakhouses to modern American tasting menus, Brooklyn offers world-class dining experiences that rival any in the city.

While Brooklyn’s most expensive Michelin-starred restaurants may not quite match the sky-high prices of Masa or Sushi Noz, they still offer exceptional quality, exclusivity, and culinary artistry—with a slightly more laid-back Brooklyn charm.

Would you splurge on one of these Michelin experiences? Let us know which one is on your bucket list!

_{Featured image photo credit: Restaurant Yuu}

Correction: Francie was originally included in our list based on a high-priced menu item. However, upon further review, we recognized that the dish in question—the Côte de Boeuf—is a large-format item intended to be shared. This context was not immediately clear from the online menu and was initially overlooked by our researcher.

Related: Most Expensive Michelin Restaurants in the World
Related: Most Affordable Michelin Restaurants in NYC
Related: Most Affordable Michelin Restaurants in Chicago
Related: Most Expensive Michelin Restaurants in Paris
Related: Most Expensive Michelin Restaurants in London

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In New York, the average price of a Michelin-starred meal is $258 per person, excluding drinks, service charges, and gratuity.
Chef’s Pencil Global Analysis of Michelin Dining Prices

At Chef’s Pencil, we analyzed Michelin restaurant prices worldwide, ranking the most expensive dining destinations across the globe. No surprise — New York made the list, with two restaurants in the top 10. The city also ranked 6th most expensive in the world for Michelin dining, with an average price of $258 per person (excluding drinks, service charges, and gratuity), placing it behind Dubai, Hong Kong, and Copenhagen.

So, which NYC restaurants top the list for the priciest Michelin dining experiences, and how do they compare globally? Let’s find out.

 Note: The prices listed below cover meals only and generally do not include drinks, service charges, or gratuity. Depending on your choices—especially if you opt for a premium drink pairing—your final bill could easily double.

For years, Masa has held the title of the most expensive Michelin-starred restaurant in New York City and one of the most expensive worldwide—and it was the first American restaurant to break the $1,000 meal mark (including the service charge). Dinner prices start at a staggering $750 per person, and even lunch comes close to $500.

This exceptional Japanese restaurant is known for its out of this world sushi, crafted with the finest ingredients sourced globally. Widely regarded as one of the premier omakase experiences in the city, Masa is a bucket-list destination for any true food connoisseur and lover of Japanese cuisine.

Sushi Noz, nestled in New York’s Upper East Side, offers a dining experience that transports guests straight to Japan. The restaurant’s interior, inspired by Kyoto’s Sukiya architecture, features a 200-year-old Hinoki wood sushi bar, creating an intimate and authentic ambiance.

Under the guidance of Chef Nozomu Abe, Sushi Noz specializes in Edomae-style sushi, highlighting traditional aging and preparation techniques. Diners begin with 5-6 otsumami (small plates) showcasing seasonal fish and vegetables, followed by 12-14 courses of meticulously crafted nigiri. Notable offerings include amadai (tilefish) with shiso flowers and gingko nuts, chutoro (medium fatty tuna) from Miyazaki, and bafun uni (Hokkaido sea urchin).

Another high-end sushi temple, Yoshino is led by Chef Tadashi Yoshida, who crafts a multi-course experience blending tradition with innovation. Expect silky, precisely sliced fish, creative small bites, and a meticulously curated selection of ingredients that highlight the chef’s artistry.

Worth it? If you’re craving a unique omakase experience with a modern twist, Yoshino delivers.

ICCA is a hidden gem in NYC’s fine dining scene, offering a fusion of Japanese and Italian influences. The intimate setting and artful plating make it a one-of-a-kind dining experience that feels both exclusive and inviting.

Worth it? If you love the idea of sushi meeting Italian finesse, ICCA is a must-try.

A newcomer to NYC’s high-end sushi scene, Sushi Ichimura is known for its precisely aged fish, delicate flavors, and an intimate counter experience that allows you to witness the craftsmanship up close.

Worth it? If you’re looking for impeccable sushi in a tranquil setting, this spot is a fantastic alternative to Masa.

A sibling restaurant to Sushi Noz, Noz 17 offers a similarly exclusive omakase but with its own unique personality. The tiny space, limited seating, and meticulous ingredient selection make this a dream spot for sushi aficionados.

Worth it? If you couldn’t get a seat at Sushi Noz, Noz 17 is an excellent alternative with its own distinct charm.

Yet another elite sushi destination, Sushi Sho is a chef-driven experience where the menu constantly changes based on seasonality and the chef’s inspiration. The courses are deliberately paced, offering a meditative dining experience.

Worth it? For those who appreciate a more intimate, chef-curated approach to sushi, Sushi Sho is a standout.

Moving away from sushi, Per Se is Thomas Keller’s flagship fine-dining restaurant, offering a luxurious French-American tasting menu. With impeccable service, stunning presentations, and an ultra-refined atmosphere, this is one of NYC’s most iconic Michelin-starred experiences.

Worth it? If you’re looking for a truly elegant, non-sushi fine dining experience, Per Se is hard to beat.

9. Jōji | $295-$410

Top-priced tasting menu: Seasonal Omakase Menu ($410 USD per person)

Address: 1 Vanderbilt Ave, New York, New York

Joji is a newcomer to NYC’s sushi scene, but it has quickly gained a reputation for its exquisite omakase, sourced from the finest global ingredients. The modern yet intimate ambiance makes it a top-tier choice for sushi lovers.

Worth it? If you want high-end sushi without the frenzy of Masa, Joji delivers a world-class experience.

10. Noda | $400 per person

Top-priced tasting menu: Noda’s Counter ($400 USD per person)

Address: 37 W 20th St, New York, New York

Noda is another Michelin-starred sushi counter that prides itself on precision, artistry, and rare ingredients. With an ultra-exclusive, reservation-only setting, it’s an experience reserved for serious food lovers.

Worth it? If you’re looking for a unique and exclusive sushi experience, Noda is a solid pick.

A timeless icon of French fine dining, Jean-Georges is a destination for those seeking refined, elegant flavors paired with impeccable service and breathtaking city views. The seasonal tasting menu blends classic techniques with contemporary creativity, making it a must-visit for fine dining lovers.

Worth it? If you love modern French cuisine with a touch of global influence, Jean-Georges delivers a world-class experience.

12. Atomix | $285-$395 per person

Top-priced tasting menu: 10-course Omnivore Tasting Menu ($398 USD per person)

Address: 104 East 30th Street, New York, New York

For those who love Korean food, Atomix is the best option in NYC. This upscale restaurant is led by Junghyun Park and his wife Ellia, who have managed to raise the bar when it comes to Korean food in NYC, using only the best ingredients, such as Australian abalone – counting among the most expensive seafood in the world, Wagyu from Miyazaki – one of the most expensive steaks in the world, or Hokkaido uni. 

The priciest option: The Chef’s Counter, a tasting menu at a marble U-shaped communal counter featuring an open view into the kitchen; the menu includes fresh black truffle. 

13. César | $268-$368 per person

Top-priced tasting menu: Chef’s Tasting Menu ($368 USD per person)

Address: 333 Hudson St, New York, New York

A seafood-focused fine dining experience, César showcases the freshest seafood, prepared with a refined yet creative approach. The restaurant highlights bold flavors and delicate techniques, ensuring that every dish is both elegant and deeply satisfying.

Worth it? If you love ocean-inspired cuisine and want something beyond the usual sushi or French seafood preparations, César is a fantastic choice.

Once known as one of the world’s top fine dining destinations, Eleven Madison Park made waves when it transitioned to a fully plant-based tasting menu. This three-Michelin-starred restaurant still delivers the same level of culinary artistry and hospitality, but now with a focus on creative, vegetable-driven cuisine.

Worth it? If you’re a high-end foodie with a love for plant-based innovation, Eleven Madison Park is simply unbeatable.

Few restaurants in the world are as legendary as Le Bernardin, the gold standard for seafood dining in New York City. With a Michelin three-star rating and decades of excellence, Chef Eric Ripert crafts a menu that allows high-quality seafood to shine through simple yet masterful preparations.

Worth it? If you’re a seafood lover looking for a once-in-a-lifetime dining experience, Le Bernardin is a no-brainer.

Although one-star Michelin restaurants are typically more affordable than two-starred ones, with three-starred establishments generally being the most expensive (by about $100 more per tier), this pattern doesn’t always hold in NYC. The city’s most expensive Michelin restaurants include a mix of one, two, and three-starred venues.

Below is a map of the 10 most expensive Michelin-starred restaurants in NYC for 2025.

Notable Mention: Caviar Russe | $195-$975

Top-priced tasting menu: Grand Tasting Menu—A Tour of Caviar Russe ($975 USD)

If you love caviar and fine dining and are ready to splurge, Caviar Russe in New York is the place to be. Its Grand Tasting Menu—priced at $975 before tax and gratuity—holds the title for the most expensive meal in NYC and likely in the entire U.S.

This 11-course feast is all about caviar in its most luxurious form, turning each dish into a celebration of flavor and craftsmanship. Forbes called it an “over-the-top odyssey”, and with its impeccable presentation and bold flavors, it’s an experience that’s just as indulgent as it sounds.

Caviar Russe previously held a Michelin star, so you can expect a meal that is either Michelin-star quality or very close to it.

However, not everything at Caviar Russe comes with a sky-high price tag. The 3-course meal is priced at $195, while the 6-course Chef’s Choice Tasting costs $595 per person and includes the exquisite Caviar Service as the first course.

Related: Most Affordable Michelin Restaurants in NYC
Related: Most Affordable Michelin Restaurants in Chicago
Related: Most Expensive Michelin Restaurants in Paris
Related: Most Expensive Michelin Restaurants in London
Related: Most Expensive Restaurants in Brooklyn

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Recent Google Trends data confirms this shift. Popularity of the topic Veganism—which includes search queries related to vegan diets, recipes, restaurants, and clothing—has dropped to levels last seen in 2015 and 2016. This is in sharp contrast to its peak in 2020.

While the popularity of veganism has fluctuated worldwide, the downward trend that began in 2020 and 2021 in many countries has remained consistent.

Some argue that the decline in Google search volume reflects veganism becoming more mainstream, leading to fewer searches for products like “vegan chocolate” or “vegan cheese” as they become more widely available. However, this explanation does not fully account for the overall decline in interest.

For instance, searches for “vegan recipes” and “vegan recipes for beginners” have declined significantly in multiple countries, including Australia, the United Kingdom, and the United States. At the same time, general recipe searches have increased, suggesting that the decline is not due to people cooking less at home but rather a broader shift away from vegan diets.

Social Media Tools Show Declining Engagement for Vegan-Related Topics

To further analyze the decline, we examined social media engagement using Social Blade, a platform that tracks follower growth and engagement metrics.

According to Social Blade, Veganuary’s Instagram account saw a dramatic slowdown in growth—from 49,600 new followers in January 2020 to 9,300 in January 2024, and just 5,500 in January 2025.

Despite this, Veganuary’s 2025 campaign numbers showed an increase in participants compared to the previous year, and media coverage also grew substantially. However, a Veganuary spokesperson clarified that the rise in participants was primarily due to expansion into additional countries rather than increased enthusiasm in existing markets.

We are definitely in an adjustment phase. Health-conscious consumers are also seeking less processed meat alternatives, so we are seeing natural protein sources such as tofu, tempeh, chickpeas, and lentils grow in popularity.

Toni Vernelli, International Head of Communications, Veganuary

Additionally, the spokesperson attributed declining Google searches to greater public familiarity with Veganuary and veganism, as well as the wider availability of vegan products in stores, reducing the need for online searches. However, they also acknowledged that veganism has likely reached peak popularity and entered an adjustment phase, with more consumers shifting toward less processed plant-based options.

Vegan Restaurants Face Significant Struggles

Vegan restaurants don’t seem to be faring much better. There have been numerous reports of struggling vegan establishments from Britain to the United States, with many either adapting their menus to include vegetarian or even meat-based dishes (to the dismay of their vegan clientele) or shutting down entirely.

The restaurant industry is notoriously tough, and closures are anything but uncommon. However, vegan restaurants appear to be among the hardest hit. According to Eric Brent, founder of HappyCow, the largest global marketplace for vegan and vegetarian restaurants and stores, many vegan establishments are struggling with high rent, rising food costs, and a sharp decline in guests. In an October 2024 interview with VegNews, Brent put it bluntly: “2023 was a devastating year for vegan restaurants.”

Strict veganism has seen a major pushback.

Eric Brent, founder of HappyCow

Strict veganism has seen a major pushback, and this trend appears to have continued into 2024 as vegan restaurants struggle to stay afloat. In an industry where margins are already thin, plant-based establishments face unique challenges. Responding to a request from Chef’s Pencil, Brent noted that while plant-based eating continues to grow, strict veganism—particularly in the restaurant sector—has lost momentum:

“From my perspective, plant-based eating continues to grow, but strict veganism has seen a major pushback. While this is mostly in the vegan restaurant sector, veganism in general has lost momentum due to factors like:

• No in-person vegan events taking place during Covid-19.
• Less focus on influencers since most people were focused on news.
• An organized effort by big meat & dairy to promote veganism as unhealthy through mainstream advertisement.”

Additionally, Brent highlighted increased competition from mainstream restaurants offering plant-based options and the financial challenges of operating a business with traditionally lower profit margins:

“Vegan restaurants have low margins, generally speaking, don’t have alcohol, and need every customer to survive.”

While many challenges—such as high rents, inflation, and the impact of remote work on lunch earnings—affect the restaurant industry as a whole, vegan restaurants face an uphill battle due to the nature of their business model. Without significant adaptation, many of these establishments may continue to struggle in the coming years.

Google Search Changes and Methodology Shift Spark Confusion

Over the past couple of years, some reports have suggested that interest in vegan food and vegan restaurants had skyrocketed to all-time highs, based on Google data showing a sharp increase in searches for vegan restaurants near me or vegan food near me.

However, this spike was likely the result of a change in Google’s reporting methodology or a change in browsing behavior (or both), as similar surges were observed across all “restaurants near me” searches. Despite the apparent increase in search interest, there was no corresponding rise in actual sales, and restaurant revenues in the U.S. certainly did not double.

Number of Vegans in the US: Flat or Declining Trend

Estimating the number of vegans in the U.S. (and worldwide) is challenging due to inconsistent survey results. Multiple polls have reported different and sometimes conflicting figures:

• Gallup (2023): Only 1% of Americans identified as vegan, down from 3% in 2018 and 2% in 2012.
• Mattson (2020) & McKinsey (2023): Both reported that 2% of Americans followed a vegan diet.
• Statista (2023): Found that 4% of Americans identified as vegan, significantly higher than Gallup’s figure.
• International Food Information Council (IFIC, 2024): Reported that 2% of Americans followed a vegan diet in both 2022 and 2024, suggesting no growth.

Among these, only Gallup and IFIC have tracked data over multiple years. Gallup suggests a declining trend, whereas IFIC’s data indicates a stagnant vegan population at 2%.

Furthermore, some pro-vegan sources misinterpret survey results. For example, an NGO claimed that 39% of Americans “want to be vegan,” citing a Nielsen survey. However, the actual survey only asked if people wanted to incorporate more plant-based foods—which is not the same as wanting to go fully vegan.

Price Sensitivity and Health Concerns Challenge Vegan Brands

As the enthusiasm surrounding plant-based diets wanes, two of the biggest names in the industry—Beyond Meat and Oatly—are facing mounting challenges. Once celebrated as pioneers of the vegan food revolution, these companies have seen their fortunes shift dramatically in recent years, reflecting broader trends in consumer behavior and the slowing momentum of the vegan movement.

The stock prices for both companies is down by roughly 98% from their peak levels.

Beyond Meat, one of the largest publicly traded companies specializing in plant-based foods, has struggled to maintain its growth amid declining demand in the United States. The company has faced significant headwinds as enthusiasm for plant-based meat appears to have cooled. Beyond Meat’s products, often priced higher than traditional meat, have lost traction in supermarkets as consumers turn to more affordable options. Even some major fast-food chains, which initially embraced plant-based offerings, have scaled back or stopped selling their plant-based menu items entirely, citing lower-than-expected sales.

The company believes that a campaign portraying plant-based burgers as unhealthy has been one of the biggest factors behind declining demand and is actively working to change that perception.

Public perception of vegan food and its health benefits has shifted over the years. Initially praised as a healthier alternative to a meat-based diet, recent reports and growing concerns over the consumption of ultra-processed plant-based foods have led to increased skepticism.

The top result of a Google search for “is vegan food healthy?” includes a report published in 2023 by the National Library of Medicine, which highlights both the benefits and potential adverse health effects of adopting a vegan diet. New research like this, when prominently featured in search engines and the media, can influence public perception of the health benefits of adopting a vegan diet.

Oatly, the Swedish brand known for its oat-based dairy alternatives, has followed a similar downward trajectory. Once hailed as a revolutionary force in the dairy industry, the company now faces a starkly different reality. Since its much-hyped stock market debut in 2021, Oatly’s share price has plummeted by nearly 98%, wiping out billions in market value.

The company’s struggles are not merely financial but symbolic of a larger shift in consumer preferences. While plant-based milk alternatives continue to be a popular choice, the initial surge in excitement has leveled off. Mainstream dairy brands have also entered the plant-based space, offering oat, almond, and soy alternatives at competitive prices, making it harder for Oatly to maintain its once-dominant market position.

Veganism Popularity May Be Declining, but Interest in Plant-Based Foods Remains Strong

While veganism may have lost some of its mainstream appeal, the demand for plant-based foods is not waning. However, there appears to be a disconnect between intention and action. According to a recent report from the EAT Foundation, cited by the Food Institute, 68% of people globally express a desire to eat more plant-based foods, yet only 20% do so regularly—a decline from 23% in 2023.

Flexitarianism seems to be the way forward, as more people adopt plant-forward diets without strictly adhering to vegan or vegetarian lifestyles. This shift is fueling the continued growth of the plant-based foods market, which is expected to double or even triple by 2030.

While veganism itself may be losing traction, its influence on consumer eating habits is undeniable. The movement has led to wider acceptance of plant-based alternatives, and while the strict vegan label may fade, the demand for healthier, less processed plant-based options is likely here to stay.

Notes

Chef’s Pencil is not a licensed investment or financial advisor, and nothing in this report is intended to constitute or be construed as investment advice.

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