Introduction

Environmental and societal concerns are becoming increasingly important in the organisation of major international sporting events. Within this context, the Paris 2024 Olympic and Paralympic Games served as a testing ground for new catering practices. One of the most ambitious initiatives was the introduction of a vegetarian range representing at least 50% of the products on offer at all of the competition venues, with an all-vegetarian menu at some venues.

This approach marks a decisive break with customary standards in events catering, which is often heavily meat-based product weighted. It reflects a determination to reduce the carbon footprint of the Games while at the same time keeping pace with changing food expectations among the general public.

Yet introducing this type of offering is regularly met with questions, particularly with regard to its economic impact. Within an organisational model where each source of income is precious, and where catering sales represent a marginal share of the total event budget (less than 1%), the perceived risk of lower consumption can curb efforts encouraging more sustainable nutrition.

This document analyses the impact of these choices on spectators’ food consumption and sales performance. It is based on sales data from the concession stands at several Olympic venues, with a particular focus on Roland-Garros and La Concorde. Its objectives are threefold: to determine whether or not there was an impact on income, to evaluate public acceptance of the vegetarian range by studying consumption dynamics, and to analyse the environmental effects of this dietary transition, especially in terms of carbon footprint.

Beyond figures, this study aims to identify the conditions necessary for the success of more sustainable food options at high-profile sporting events and seeks to contribute to broader debate on the levers to activate in order to reconcile economic performance, public satisfaction and lower environmental impact.