Hard Rock Cafe and More Brands Nationwide Launch Veganuary Specials 

The popular chain celebrates Veganuary with new vegan local menu items throughout the US at participating cafes, encouraging everyone to try vegan in 2024 

(United States – January 17, 2024) – Hard Rock Cafe kicked off 2024 with some new menu items in support of Veganuary, the global campaign that encourages people to try vegan in January and beyond. In doing so, the popular chain is joining businesses around the world that are launching more, bigger, and better vegan selections each January to capitalize on the increasing popularity of the month-long challenge. 

The Veganuary menu, which features vegan options as well as vegetarian options that can be made vegan, launched on Jan. 1 at all participating Hard Rock Cafe locations worldwide, including Hard Rock Cafe in Sacramento, CA; Tampa, Fl; and Cincinatti, OH. Select Hard Rock Cafe restaurants nationwide are also participating with a selection of items from the Veganuary menu per location. Inspired by the Hard Rock Cafe brand motto, “Save The Planet”, “The Hard Rock Cafe x Veganuary Menu” features unique vegan dishes with a signature twist. For example, at the Hard Rock Cafe Broadway location in New York City, the restaurant’s Local Veganuary menu will feature Cauliflower Wings with vegan ranch sauce and Mushroom Primavera Pasta. In Hard Rock Cafe Washington, D.C., the menu will include Cauliflower Wings and Chili Sin Carne Tacos, while in Chicago, the menu will feature Courgette and Guacamole Bruschetta, Quinoa Mexicana Salad, and Cauliflower Wings. 

A new study conducted by YouGov on behalf of Veganuary reported that 71%* of all US adults are hoping to eat more vegetables in 2024. In addition, #veganuary has been viewed over 1.1 billion times on TikTok – with momentum steadily increasing. Veganuary aims to help everyone introduce more vegetables and vegan options to their diets by providing free recipes, shopping tips, restaurant guides, and meal plans. 

Veganuary 2024 has brought the launch of more exciting items and specials from hundreds of brands and restaurants, including Oatly, which launched two new products during Veganuary, including Unsweetened Oatmilk and Super Basic Oatmilk; Dr. Bronner’s, which is offering 15% off all Dr. Bronner’s Magic All-One Chocolate the remainder of January with code VEGANUARY; and Purple Carrot, which has a $50 off your first box with code VEGANUARY24. Beloved ice cream shop Salt & Straw launched a new Dairy-Free Decadence Series featuring five new vegan flavors, while regional chain Veggie Grill is offering weekly “Buy One, Get One” specials on a variety of dishes, as well as a $5 off $20 coupon for the entire menu. In Canada, retailers like London Drugs are celebrating with special offers on their vegan products, as highlighted by Veganuary signage in-store, on their website, and with a dedicated store flyer featuring discounts. 

Major national and regional brands, retailers, and restaurants have joined Veganuary by offering promotions, giveaways, and special menu items, many of which are viewable on Veganuary’s Special Offers page, while creating specialized marketing campaigns for plant-based products. The organization also works with restaurants, retailers, and other businesses to help them launch and promote exciting Veganuary specials and initiatives, outlined in the Veganuary Business Support Toolkit

About Veganuary  

Veganuary is a nonprofit organization that encourages people worldwide to try vegan for January and beyond. Since Veganuary launched its first pledge 10 years ago – in January 2014 – millions of people, coming from almost every country in the world, have officially taken part, with campaign hubs in Germany, USA, Brazil, Chile, Argentina, India, Spain and the UK. This New Year’s revolution has also been embraced by businesses, with hundreds of companies taking part in Veganuary last year, launching thousands of new vegan products and menu items. Veganuary is free to join, and people can sign up at veganuary.com.  

About Hard Rock®:  

Hard Rock International (HRI) is one of the most globally recognized companies with venues in over 70 countries spanning 290 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia at more than 87,000 pieces, which are displayed at its locations around the globe. Hard Rock Hotels has been honored by J.D. Power’s North America Hotel Guest Satisfaction Study as the number one brand in Outstanding Guest Satisfaction for two consecutive years, and among the top Upper Upscale Hotels for four consecutive years. HRI became the first privately-owned gaming company designated a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal in 2021 and has since been honored threefold. Hard Rock was also honored by Forbes among the World’s Best Employers, as well as Best Employers for Women, Diversity and New Grads and a Top Large Employer in the Travel & Leisure, Gaming, and Entertainment Industry. In the 2022 Global Gaming Awards, Hard Rock was named Land-Based Operator of the Year for the second time in four years. In 2021, Hard Rock Hotels & Casinos received first place ranking in the Casino Gaming Executive Satisfaction Survey conducted by Bristol Associates Inc. and Spectrum Gaming Group for six of the last seven years. Hard Rock International currently holds investment grades from primary investment rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com


Jessie Lingenfelter  

Veganuary US Media   

[email protected]   


*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1242 adults. Fieldwork was undertaken between 1st – 4th December 2023.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+). 

Thinking of trying vegan?

Veganuary inspires and supports people all over the world to try vegan for January and beyond. Millions of people have already taken part.
Will you join them?