Burger King UK is now offering its chicken-style Vegan Royale burger at a discounted price of £2.99 on Mondays, with the aim of encouraging more customers to try plant-based options.
It comes after a poll commissioned by the chain in collaboration with The Vegetarian Butcher found that 73% of meat-eaters wouldn’t choose a plant-based menu option, with 48% saying they don’t believe plant-based meat tastes as good as animal meat.
However, 31% said they would be more likely to choose a plant-based dish if they knew it tasted as good as the conventional option, while 38% said better value for money would make them more likely to order plant-based food.
Plant-based game show
To address the idea that plant-based options don’t taste as good, Burger King partnered with Joe Baggs, a former star of the TV show Gogglebox. The company set up a game show-style stand on the streets of London, where Baggs challenged passersby to taste burgers and guess whether they were meat or plant-based.
According to Burger King’s polling, 63% of people thought they would be able to easily tell the difference between meat and plant-based options, while 76% thought the taste would give the game away. But in reality, most participants on the street either believed they were eating meat or weren’t sure, even though all the burgers were in fact plant-based.
“The people of London enjoyed the challenge but most struggled to tell the difference, proving that these plant-based burgers do taste just as good as their meaty counterparts,” said Baggs.
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