Reducing meat consumption in restaurants. How chefs perceive the place of meat in relation to sustainability issues?

Introduction: While the Covid-19 pandemic severely affected the restaurant industry, the crisis may have accelerated the industry's thinking about its environmental responsibility. In this sense, several recent initiatives in the luxury gastronomic sector are positioning themselves in favor of change: The chefs at Eleven Madison Park (New York, Three Michelin Star) and Geranium (Copenhagen, Three Michelin Star) have just turned their menus completely vegan. Current environmental recommendations point to the need to reduce the consumption of animal products, particularly meat, in the diet. For the restaurant sector, this recommendation comes up against various difficulties: meat is at the heart of the French culinary tradition. It is a highly symbolic food. In addition, recent studies show that eating in restaurants increases the likelihood of consuming meat. If the majority of the research on the topic of reducing meat consumption in restaurants focuses on consumers, very few are interested in the perceptions of chefs. The representation theory approach provides an interesting framework for better understanding chefs' perceptions, as well as the different elements that make up chefs' professional representations, specific to their occupation. Objective: This research aims to shed light on chefs' perceptions of meat consumption in restaurants, as well as on measures to reduce meat consumption for environmental reasons. Method & design: The study is based on a qualitative methodology, using an interview guide, with practicing chefs and chef trainers in a hospitality management school. A thematic analysis will be conducted. Conclusions: In terms of theoretical implications, this research explores professional representations and will show if an emerging societal trend (the reduction of meat consumption) induces interference in the elements that compose these representations. This ongoing research will provide answers to professionals concerning the management of sustainability in catering and the possible adaptations to be made to the place of meat.