Burger King has stated its intention to be a pioneer in the trend toward meat-free eating.
Following news that one in three Burger King burgers sold in Belgium is meat-free, the fast-food giant rolled out big changes to its menus in Austria and Germany. Almost the entire Burger King range, including the popular classics, will be served on a plant-based basis.
Since July 12, the provocative campaign slogan “Normal or with meat?” can be read throughout Austria and on social media. This campaign came after an experiment in Vienna’s Margaretengürtel, where plant-based products became the new normal. Those who ordered without expressing a special request for “meat” received a veggie burger. Those who wanted to eat the popular meat dishes had to say so explicitly.
Burger King Germany has joined the campaign. In the company’s 750 German branches, a vegetarian counterpart is offered for all beef burgers and for almost every other meat dish, giving guests a choice.
Vegetable proteins based on soy, peas or other crops, are widely expected to become critical within the food industry in the coming years. Burger King hopes to address flexitarians with their menu change as well as vegetarians and vegans. Burger King is the first restaurant company in Germany to be licensed with the European V-label for vegan and vegetarian products.
