“As part of our commitment to supporting our customers to live healthier and more sustainable lives, we have decided to launch our first-ever ‘Meat-Free Christm

“As part of our commitment to supporting our customers to live healthier and more sustainable lives, we have decided to launch our first-ever ‘Meat-Free Christmas’ in our restaurants.” I think there's a big difference between supporting customers who want to eat less meat (i.e. offering a veggie option) and removing the meat option entirely. There aren't any statistics on this, but if there's no meat at all, I might leave and go somewhere else. Maybe Ikea could have convinced me to eat less, but I'd likely end up somewhere else with no reduction whatsoever. I guess it's Ikea's store and it can do whatever it wants, but I personally don't like the idea of some company telling me how to eat because a marketing guy decided it fit well as part of a corporate sustainability initiative.