Will Burger King become the first major fast food chain to go meat-free?

Almost every week, we hear news that fast food chain Burger King is going meat-free as part of a limited-time promotion or as part of an expansion of its meat-free menu. The chain has opened an entirely vegan location.Is Burger King suggesting replacing animal meat entirely?

In recent years, the chain has strengthened its conviction that plant-based meat is rapidly becoming the new normal, and shares its vision for future menus. We have introduced plant-based burgers in 70 countries with the ultimate goal of providing a base option. In the UK, Burger King has also committed to serving at least 50% plant-based menus by 2030 as part of its efforts to reduce its carbon footprint. This shift includes a shift from reliance on animal-based beef and chicken to plant-based alternatives, resulting in increased interest in vegan versions of classics like Whoppers and Nuggets.

Burger King’s head of international marketing, Sabrina Ferretti, told VegNews the chain is actively working to become a leader in plant-based fast food. We are expanding our plant-based menus in various countries to provide a delicious alternative to animal meat for everyone who wants it, without sacrificing food quality. Positioning Burger King as a leader in providing the best tasting plant-based food in the quick service restaurant industry.”

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burger king meatless mission

The plant-based fast food chain’s adoption began in 2019 when Burger King introduced the Impossible Whopper for the first time in select locations in the United States. This made him one of the first national fast food chains to add the Impossible Burger to its menu. In this product, Impossible Foods plant-based patties are layered with all his classic Whopper toppings, including sliced ​​tomatoes, lettuce, mayonnaise, ketchup, pickles, and sliced ​​onions, and are completely without mayonnaise. Can be plant based. The Impossible Whopper was an instant hit for the company in regional testing, and it wasn’t long before the meatless option was expanded to his more than 7,000 locations nationwide.

Ironically, the Impossible Whopper launched on April Fool’s Day. Impossible Foods founder Patrick Brown told CNET in 2019: “They’d think it was an April Fool’s joke, but it’s not.”

Last year, Burger King expanded its partnership with Impossible Foods to add the brand’s vegan chicken nuggets to menus in three test markets. At Burger King locations in Des Moines, Iowa, Boston, Massachusetts, and Miami, Florida, you can order 8 pieces with your choice of dipping sauce. And last week, a plant-based version of the fan-favorite Original Chicken Sandwich made with Impossible Foods’ new Plant-Based Impossible Chicken Patties appeared on menus in Cincinnati, Ohio for a limited time. rice field.

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In another unique move, Burger King recently launched two menu items in the US, the Impossible King and the Southwest Bacon Impossible Whopper, adding to its Impossible lineup. Both items feature plant-based patties from Impossible Foods, but the Impossible King also includes animal products in the form of dairy cheese and Whopper, in the form of bacon and cheese, and is completely plant-based. It’s a way to target consumers who are hesitant to dive into. based burgers and working to limit meat consumption.

“When we say ‘Have it Your Way’ to our guests, we mean it. It gives us the flexibility to enjoy our iconic open fire menu at will,” says Ferretti. “Whether they choose plant-based alternatives such as Impossible His Whopper or Stacker His Sauce Whopper His Jr. is.”

Burger King does not eat meat anywhere in the world

Beyond the United States, Burger King has introduced meatless products in various forms around the world. Notably, through a partnership with The Vegetarian Butcher, a Unilever-owned company that supplies plant-based meats throughout Europe. Recently, the German chain has started offering meat-free options for every item on its menu. In doing so, the chain in that country has doubled its range of plant-based products. I tried to standardize my base diet.

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Burger King’s approach in Austria is reminiscent of its 2019 campaign in Sweden. There, Burger King promoted plant-based options, Rebel Whopper and Rebel Chicken King, and forced customers to blindly order an innovative “50/50 menu.” As part of the challenge, customers received either his one plant-based version of his sandwich or his meat version and were likely not to know the difference, boosting Burger King’s confidence in its plant-based offerings. . And to further encourage customers to swap out their beef burgers for plant-based options, the chain gave away 10,000 plant-based Whoppers on National Burger Day in the UK last week.

“I learned that a holistic approach is essential. All touchpoints are important to effectively communicate new offerings,” says Ferretti. “Restaurant is a key component of his three goals: to raise awareness of menus and Burger King initiatives, to educate guests, and to address barriers. provides his 360-degree plant-based experience related to

Will Burger King go vegan?

Burger King isn’t the only major fast food chain to offer things like plant-based versions of its most popular items, but it’s ahead of the curve when it comes to testing meat-free or fully vegan places. Last summer, Burger King turned its Cologne, Germany store into a completely meat-free outpost to study how customers react to a meat-free menu.

The chain is experimenting with similar concepts in Spain, Chile, Switzerland and London. For the latter, Burger King turned its flagship Leicester Square store into a vegan outpost for his month of March. The menu includes 25 plant-based items, including traditional plant-based Whoppers and vegan chicken nuggets, as well as more adventurous options such as Japanese-style vegan Katsu Royale and plant-based Katsu Chiri His Whopper. was

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Following these successful pop-ups, Burger King took its campaign to Central America last week, opening an entirely plant-based pop-up in Costa Rica. It’s the second-largest market in the United States and the fourth-largest in the world by sales per unit as of June.

Ferretti told VegNews that the continuation of meatless places is ultimately driven by consumer demand. “Ultimately, customers and their demand will determine the longevity of each restaurant and its plant-based products.”

As Burger King continues its efforts to innovate its menu and focus on selling more plant-based options, Burger King’s meat-free locations may become the new normal, if demand is there. .

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