Denny’s, the beloved chain known for its slogan “America’s diner is always open,” is making an unusual move—adding temporary surcharges to meals containing eggs.
However, you don’t need to be a Denny’s customer to feel the sting of rising egg prices. Restaurants and bodegas are increasing menu items that contain eggs. Retailers like Trader Joe's, Walmart, and Whole Foods are imposing limits on the number of eggs customer can purchase in a single shopping trip.
Egg shortages are dominating headlines as the highly pathogenic avian influenza (HPAI), commonly known as bird flu, continues to decimate bird populations. According to the USDA, the virus led to the culling of 13.2 million birds in December 2024 alone, with no signs of slowing down. 2024 - 2025 has been a sobering year of bird deaths, and over 160 million birds have been affected since the outbreak began in 2022.
Increasing egg prices have sent people into a tailspin.
A load of 100,000 organic eggs estimated to be worth $40,000 were stolen from the back of a trailer in Pennsylvania according to CBS.
As of January 2025, the average price of a dozen eggs in the U.S. was reportedly $4.95, a significant increase for the American consumer. In states like California, the price of a dozen eggs hovers around $9, while in New York City, prices range from $8 to $11 per dozen, according to recent market reports.
With all this egg-mayhem and empty shelves, a new substitute is saving the day.
The Rise of Vegan Egg Substitutes
With egg prices soaring, consumers are turning to plant-based alternatives at record rates. One standout in this space is JUST Egg, a plant-based egg alternative made from mung beans. CEO Josh Tetrick recently shared with media outlet Green Queen that sales in January 2025 grew five times faster than in the past year. Additionally, 56% of customers who tried JUST Egg repurchased it, and 91% of its consumers are neither vegan nor vegetarian, indicating that mainstream shoppers are increasingly willing to try plant-based options.
Unlike the traditional egg industry, which is struggling to cope with supply chain disruptions, JUST Egg has a proactive strategy in place to ensure availability. Tetrick revealed that the company has already established the necessary partnerships to double production and has started ordering packaging well in advance to prevent bottlenecks.
Overall, the plant-based egg market has expanded significantly. One report projects the plant-based egg market will be worth $684.3 million by 2033 . As consumers grapple with record-high egg prices, many are exploring plant-based alternatives for the first time. If the bird flu crisis continues, the momentum behind brands like JUST Egg could accelerate, shifting consumer habits in a way that lasts beyond the current shortage.
With the egg industry facing ongoing uncertainty, one thing is clear: the plant-based revolution is no longer a niche trend—it’s becoming a mainstream movement.