An Australian burger chain has faced backlash for “pushing vegan” after taking meat off their menu for an entire day.
“We're trying to do it to make splash and make sure that people understand that the movement towards plant-based is hitting tipping point,” said founder Simon Crowe. “We're trying to make people realise that you can have a burger in a healthy, guilt-free and contemporary fashion.”
While the chain entered into the promotion with the best of intentions, it was not well-received by customers, with some calling for a nationwide boycott.
“Even with the old menu back on Tues, I won't ever be visiting again for pushing vegan onto people,” one disgruntled burger lover wrote on social media.
“Make up your mind, either you're a beef burger restaurant or vegan burger restaurant,” another said.
However, it wasn’t all bad.
“This is a great idea, much better than vegans raiding farms, stealing animals and barricading businesses – It's a reminder to everyone that you can enjoy food without meat.”
Grill’d is planning on transitioning its menu to be 50 percent vegan by the end of next year.
“[The burgers] are actually not aimed at vegans, they're aimed at carnivores who want to eat a little less meat," Crowe said.