Burger King Germany Makes Plant-Based Meats Cheaper Than Meat
The fast-food giant already offers a plant-based version of almost every product - and now they are cheaper than the meat options.
Credit: Impossible Foods/Facebook
Burger King Germany has announced that it is lowering the cost of all of its plant-based burgers and nuggets to make them cheaper than the meat option.
The move is part of a new campaign called “Plant-based for Everyone”, which showcases how Burger King’s plant-based burgers offer the same great taste as their meat counterparts.
“There is no reason not to choose plant-based with us. Because our promise is 0% meat. 100% taste”, the campaign says.
And now that all plant-based meals have been made cheaper by 10 cents - crucially making them cheaper than the meat options - the campaign hopes to attract flexitarians and meat lovers, as well as vegetarians and vegans.
The fast-food giant has long been known for its traditional beef burgers, but the brand has been shifting its focus towards plant-based protein in recent years, particularly across its European entities.
Burger King Germany says it is “constantly expanding” its plant-based offering, and customers can already order almost every product in a plant-based version.
Burger King has been trialling meat-free locations around the world. Credit: Burger King Deutschland/Facebook
“We have been investing in meat free alternatives since the mid-1990s and have shown that fast food doesn’t always have to mean meat,” Dr. Jörg Ehmer, CEO of Burger King Germany, told industry publication VegConomist. “As a pioneer, we offer the largest plant-based range in German system catering — and now with a price advantage. We are thus providing a strong impetus to try our plant-based options. Our aim is to offer guests a free choice — without compromising on taste.”
And Burger King’s investment in plant-based meat is proving popular in Germany.
In 2023, sales figures showed that one in five Whoppers is now sold with a plant-based patty, while almost one in four Long Chicken products are ordered with a plant-based patty. “Even though the majority of people do not follow a strict vegetarian or vegan diet, many want to reduce their meat consumption”, Klaus Schmaeing, Chief Marketing Officer at Burger King Germany, explained in an interview last year.
The brand shows no signs of slowing down its plant-based push either. Alongside the launch of the latest “Plant-based for Everyone” campaign, Burger King Germany says it will “continue to work to ensure that plant-base becomes more than just an alternative”, and cited its involvement in initiatives such as the Federal Association for Alternative Protein Sources.
Burger King’s Global Plant-Based Push
Back in 2019, Burger King US partnered with meat-free brand Impossible Foods to offer the Impossible Whopper, its first plant-based burger which now features at more than 7,000 locations across the U.S.
Ever since, Burger King has continued to develop and expand its plant-based offering around the world.
This even includes promoting plant-based burgers as the new normal. A recent campaign by Burger King Austria, called “Normal, or with meat?”, made the plant-based versions of its popular products the default choice on menus, with customers having to request the meat option.
An advert for Burger King Austria’ new “Normal, or With Meat?” campaign, shows the visual similarity between the plant-based Whopper (left) and the traditional meat-based Whopper (right). Credit: Burger King Austria
And in the UK, Burger King UK’s CEO has predicted that the menu will be 50 percent plant-based by 2030, as it pivots towards more plant-based protein and less beef.
As one of the most well-known fast-food brands in the world, Burger King’s commitment to plant-based food options is a sign of the wider food industry’s move towards developing more sustainable and animal-friendly menu options.
Want to eat more plant-based foods? Sign up to our 30-Day Plant Power challenge for daily recipes, advice, and inspiration.
We Have A Favor To Ask…
Species Unite amplifies well-researched solutions to some of the most abusive animal industries operating today.
At this crucial moment, with worldwide momentum for change building, it’s vital we share these animal-free solutions with the world - and we need your help.
We’re a nonprofit, and so to keep sharing these solutions, we’re relying on you - with your support, we can continue our essential work in growing a powerful community of animal advocates this year.
