Burger King Opens its First Entirely Meat-Free Restaurant
Global fast-food giant Burger King is opening its first-ever meat-free branch in Germany in June 2021, selling only faux-meat on its menu for a limited period. This global first for the brand is notable as it beats competitors like McDonald’s and KFC to the punch, neither of which have yet trialled entirely meat-free menus.
From June 7-11, 2021, the branch in Cologne will only sell plant-based meats made by Dutch faux-meat producer The Vegetarian Butcher, including soy ‘chicken’ nuggets with vegan dips and its vegan Rebel Whopper burgers, launched in 2020. The restaurant will also trial the chain’s new vegan version of its The Long Chicken (or Chicken Royale) sandwich, made using faux chicken and vegan mayonnaise.
This move comes as German consumers strive to reduce their meat consumption more than ever before; only 45% of German consumers now identify as full meat eaters and 31% are actively reducing their meat consumption (University of Bath, 2020).
Outside of Germany, Burger King is doubling down on its plant-based options. In the UK, the brand has committed to offering a 50% plant-based menu by 2030, while in Asia, it has launched plant-based burgers in Indonesia, Thailand, Japan and The Philippines.
For more on the global consumer shift towards meat reduction, read Veganism Forecast 2021 and for further reading on how fast-food outlets are appealing to post-pandemic consumers, see Trends in Drive-Thru & Fast-Food Hospitality.