Sponsored by United Soybean Board
The founders of the booming Hawkers Asian Street Food group of restaurants always knew the power of soy – a versatile ingredient with proven health benefits – but didn’t realize just how powerful until they began promoting soybean items in their menus and dishes. When folded into an array of dishes and promoted in celebration of National Soy Foods Month, the team realized soy has another super-power: it can drive astounding sales. In fact, diners “embraced the bean” to the tune of a 28% increase in sales of soy-featured menu items during the two-month campaign that kicked off in early April 2021, versus the two months prior. And when compared to sales the two months before that, sales during the campaign leapt by nearly 50%.
A Palate-Pleasing Partnership
Hawkers co-founder and brand chef Allen Lo is an unabashed fan of soy, and a master at incorporating it in wildly creative ways. This expertise comes naturally – born in Malaysia and growing up in the kitchens of his family’s restaurants, soy was a big part of his culinary upbringing, and a staple in nearly every meal.
“Why do I love soy so much? In one word, versatility,” says Chef Allen. “Soy is my go-to product. There are so many different textures and ways that can make soy work in a dish. Soy always works.”
That love of soy led to a partnership with Soy Connection, and compelled Allen to power up his megaphone to let the world know: Soy is not a substitute…it’s the main character. And it pairs really well with so many proteins. Lo’s childhood meals, like an eggplant, tofu and chicken stir-fry, continue to inform his menus at Hawkers, coming to life today in dishes like Sichuan Shakshuka. This hearty, indulgent dish features the perfectly balanced flavors and textures of ground pork and a silken tofu dressing.
Timing is Everything: A Growing Interest in Soy
Beyond the walls of Chef Allen’s kitchens, increasing consumer interest in soy means the time is right for restaurants to explore adding more soy-based foods to their menus. An April 2021 study conducted by the United Soybean Board (USB) found that while the majority of U.S. consumers (79%) eat meat, 66% of the population is open to eating plant-based “flexitarian-friendly” food, with higher numbers reported among younger generations.
The study also found that about one in six consumers (16%) identify as “flexitarian,” described as choosing plant-based foods on most occasions but not excluding meat from their diet entirely. And right in line with Chef Allen’s penchant for mixing plant-based and animal proteins, just under half (44%) identify as omnivores, eating meat (including seafood and chicken) on a regular basis and eating plant-based foods on occasion. Consumers also favor protein in general and soy protein in particular – 82% feel protein is extremely or very important to maintaining a healthy, balanced, and nutritious diet, and nearly six in 10 consumers agree that soy protein is a high-quality source of protein.
These findings reflect what Chef Allen sees as growing consumer interest and wider availability of soy products. “People are becoming more familiar with soy,” he notes. “Ten years ago I couldn't find it in my local grocery store; today, I'm finding 10 different soy products there.”
Soy: An Over-Achiever in the World of Protein
As a heart-healthy, high quality protein, soy is a true over-achiever. It’s the only plant protein that carries the U.S. Food and Drug Administration’s heart health claim, confirming it may be able to reduce the risk of coronary heart disease. The quality of soy protein is similar to animal protein – and higher than that of nearly all other plant proteins. Soy is also one of only a few widely available plant-based proteins that provides all essential amino acids needed by children and adults.
As Americans are more interested in protein than ever, they may be asking: Where should that protein come from?
Pam Smith, RDN, knows. Increasingly, it is coming from both plants and animals – in the same dish.
As a registered dietitian, culinary consultant, flavor coach and former chef, Pam has worked closely with the United Soybean Board for years. More recently, she has been working with Chef Allen to develop menu items for Hawkers.
“It's really exciting that you don't have to choose meat versus plants when you let those two come together in true flexitarian style,” says Pam. “You can still bring forward all of the textural and cultural aspects of a dish by curating it to give co-starring roles to both animal and plant proteins. Now, they’re sharing the spotlight and hitting on all the things I’m looking for: nutrition and flavor.”
Menu Planning and the Future of Soy
Kindred spirits in soy, Pam and Chef Allen are excited to debut a new trio of lettuce wraps that bring animal and plant proteins together with an explosion of flavor. The foundational ingredient is a five-spice bean curd, for pop and texture, which anchors wraps featuring Bulgogi Beef, Chicken Pad Thai and spicy papaya salad.
“You’re starting to see in the restaurant industry how chefs are learning how to use these products, and what to pair them with,” concludes Chef Allen. “You’re going to start to notice more and more soy products on restaurant menus nowadays – and that’s exciting.”
