Citation:
“For Burger King, meat is no longer a matter of course in the future. Those who want to enjoy Whopper and Co. on a plant-based basis in the future will have almost the same choice as guests who prefer the popular Burger King dishes and snacks in the traditional preparation—with meat,” explained Jan-Christoph Küster, chief marketing officer of the TQSR Group, the Austrian master franchise of Burger King.
“
Because, from now on almost the entire range—including the popular classics—is available on a purely plant-based basis. With this, Burger King sending a powerful signal for meat alternatives—and demonstrating its vision for the future of the fast food industry, Küster added.
By posing the question, Küster said, the brand was demonstrating that it was taking the needs of its guests “seriously,” as plant-based nutrition grows in popularity.
“With our provocative question, we want to stimulate social discussion and show that our plant-based alternatives taste confusingly similar. Meat is an option—but it’s just not the only one,” he continued.
