Burger King Outlet Goes Meat-Free In World First
The fast-food giant launches a limited trial-store featuring an entirely meat-free menu packed with plant-based versions of their most popular products.
Credit: Burger King Deutschland/Facebook
Burger King, one of the world’s most famous fast-food brands, is signalling the move towards a plant-based future with the trial of a 100% meat-free outlet.
The Burger King branch in Cologne, Germany is the first ever to remove meat entirely from it’s menu and replace it with plant-protein, with menu items including the Rebel Whopper, soy-based ‘chicken’ nuggets, and a plant-based version of The Long Chicken (also known as a Chicken Royale).
"Plant-based is no longer a trend - the market is there," said Klaus Schmäing, Marketing Director at Burger King Germany, as reported by German news outlets. “Younger consumers in particular are paying more attention to sustainability. The environment and animal welfare are important to them."
Schmäing also revealed that Burger King’s current meat-free products are already selling well - “every 5th Whopper sold in Germany is a plant-based product”.
While the meat-free outlet is currently only on a trial period, available from June 7 through June 11, Burger King is showing their commitment to a greener future by adding and promoting more plant-based choices.
The brand has been busy debuting meat-free versions of their classic items around the world, including the Impossible Whopper in the U.S. And earlier this year, Burger King UK’s CEO even revealed that the chain’s menu could be 50% plant-based within a decade.
The Impossible Whopper that’s currently available in the U.S. Credit: Burger King/Facebook
Plant-protein demand goes global
As more and more consumers look to reduce their meat intake on environmental, health, or animal welfare grounds, leading fast-food brands and restaurants like Burger King are increasingly adding plant-protein to their menus. Popular vegan meat company Beyond Meat recently announced two game-changing partnerships with McDonald's and Yum! Brands - the parent company of KFC, Taco Bell, and Pizza Hut.
And the plant-based meat trend is surging worldwide, too. Coffee giant Starbucks has added a new vegan menu in all of its 3,300-plus outlets in China, that’s complete with Beyond Meat beef, plant-based Omnipork, and oat milk for beverages. And this year saw the demand for vegan food soar in the Middle East in the United Arab Emirates and Kuwait.
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