We have been running high volume steakhouses long enough to recognise patterns, not only in Asia where we operate, but internationally. Food trends always arrive with conviction, confidence and usually a lot of press and influencer fluff. They peak somewhere between curiosity and virtue, and then quietly test whether guests actually want to order them twice.
Molecular foams had their moment. Activated charcoal had its fifteen minutes. Sous Vide found a secure place in modern culinary processes, and gold leaf still turns up occasionally, clinging stubbornly to desserts that never asked for jewellery.
So when plant based meat arrived, we did what we were supposed to do. We listened, we tasted, we ran some numbers, and then we put it on our menu. The motivation was not ideological, but practical. We were also a bit tired of that those moments at the table when seven enthusiastic carnivores pause politely while the eighth guest asked if there is anything suitable for them.
Plant based meat promised to smooth that moment out, offering familiarity without compromise, at least in theory. We started where the category performs best, with burgers. Later we tested the products with a few of our Asian dishes, because any product that can’t survive a hot wok, a grill and a sauce with a strong personality is unlikely to last long in this part of the world.
Then we waited and observed. A year later, we took it all off the menu again.
The numbers told the story with brutal clarity. On average, plant based meat generated roughly one order a month. Occasionally two, often none. This was not quiet sabotage, and we did not hide it in small print or price it punitively. The kitchen handled it with care, the service team understood the product, and it sat visibly on the menu for all to see.
Guests simply did not order it. What surprised us was not the reaction of dedicated meat lovers, which was always predictable. What surprised us was Asia, because Asia does not need fake meat, and this is where Western narratives misread the room.
Asian Chefs have been cooking deeply satisfying plant based food for centuries, without pretending it is something else. Tofu, tempeh, mushrooms, jackfruit, wheat gluten and fermented beans are not substitutes or apologies. They are complete cuisines in their own right, built on technique, texture and umami rather than imitation.
If you grow up with mapo tofu, you do not crave pea protein pretending to be pork. And if you are familiar with Buddhist vegetarian cooking, mock goose included, you already understand structure and savouriness without needing the illusion of beef. When a food culture is grounded in balance, fermentation and layering of flavours, novelty alone struggles to hold attention for very long.
Impossible Pork basil rice, plant based Rendang, and fake Satay made some sense conceptually. But in execution, they fall short. Stir frying is unforgiving, and high heat exposes texture immediately. Oil absorption becomes unpredictable, and sauces highlight weaknesses rather than hide them. What behaves well between a bun does not necessarily behave well in a wok.
Price compounded the issue. Asia’s foodies are intensely price literate, and know what pork and chicken and tofu and vegetables cost. Asking them to pay more for something more processed, less familiar and not clearly tastier was always going to be a challenge. Once the novelty faded, logic returned to the table. Health perceptions did not rescue the category either. Ultra processed is not a compelling selling point in a region where wet markets, fresh produce and daily shopping are still part of everyday life.
From our perspective as a restaurant operator, the negatives started piling up. Storage requirements were awkward, shelf life was short, and supply was inconsistent. Staff had to remember special handling protocols for an item ordered once a month. Menu space is finite and every dish has to justify its place. This one did not, so we removed it. End of story.
Does this mean plant based meat is finished. Not at all, we say, just that the hype phase is over, and whatever comes next will need to earn its place honestly. We see three future scenarios look plausible:
Blended Meats
This is the most realistic path forward. Burgers that are mostly beef with plant proteins folded in for yield and sustainability. Sausages that use mushrooms for juiciness and structure. Less meat rather than no meat. Taste remains familiar, price pressure eases, and environmental impact improves without asking guests to make a philosophical leap. Asia tends to favour pragmatic compromise over absolutism, and this approach fits that mindset well.
Food That Stops Pretending
The strongest vegetarian dishes in Asia succeed because they are honest. Tofu tastes like tofu, and mushrooms taste like mushrooms. Mycelium is used for texture, not disguise. When plant based products aim to be delicious on their own terms rather than imitating steak, chefs can actually work with them creatively. This shift is already happening quietly, and it feels far more durable.
Functional Niches
Airlines, hospitals, institutional catering and disaster relief environments value shelf stability, protein density and standardisation more than romance. Plant based meat fits these use cases well. It does not need to be loved, just to work.
As successful steakhouse operators, we never felt threatened by plant based meat. If anything, the experiment reaffirmed something reassuring. People who want steak will order steak, and people who want vegetables are perfectly happy eating vegetables. Especially in Asia, where plant based food never needed a lab coat to be taken seriously.
Image Credit: https://www.bath.ac.uk/ (University of Bath)
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Churrasco Phuket Steakhouse serves affordable Wagyu and Black Angus steaks and burgers. We are open daily from 12noon to 11pm at Jungceylon Shopping Center in Patong / Phuket.
We are family-friendly and offer free parking and Wi-Fi for guests. See our menus, reserve your table, find our location, and check all guest reviews here:
https://ChurrascoPhuket.com/
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