The COVID-19 pandemic has changed the way consumers view food as there is an increased focus on healthy and nutritional ingredients and products, which has led to a shift towards plant-based products, says GlobalData. The leading data and analytics company’s 2021 Q4 Consumer Survey found that 62%* of UK consumers are actively trying to reduce or eat red meat in moderation.

While fast-food giants have launched successful plant-based menu items, such as KFC’s Beyond Nuggets or McDonald’s McPlant, Burger King has chosen to target this shift by opening a meat-free restaurant. Even though the company’s decision may seem like a big leap, it is one that is sure to pay off as it will capture consumers’ changing interest.

Ana Purcaroiu, Senior Consumer Analyst at GlobalData, comments: “When shopping, consumers are also actively looking for plant-based features in a product, with the younger generations leading the trend. GlobalData’s survey shows that 48% of the UK’s Gen Z have a positive view of ‘plant-based’ foods, while 12% see it as an essential feature when making a purchase**. Furthermore, half the population agree that they would make the switch to plant-based products owing to health reasons**.”

Following the backlash Burger King’s ‘not-so-vegan’ vegan burgers have received in the past, committing to a full meat-free restaurant could help to alleviate any lingering consumer concerns. However, while this phenomenon is increasing in popularity, there will come a period of fatigue, as the target demographic for vegans and vegetarians is quite small (3% vegan and 6% vegetarian, according to GlobalData’s Q1 2022 survey). This might be due to there being so many plant-based products launched by fast-food restaurants in such a short period or limited product innovation in the industry.

Purcaroiu concludes: “While the novelty of this unique outlet will prove successful in the short-term in urban areas or city centers, it is unlikely it will outpace Burger King’s traditional restaurants which hold broader appeal.”

* GlobalData’s 2021 Q4 Consumer Survey, November 2021, 500 UK respondents

** GlobalData’s 2022 Q1 Consumer Survey, March 2022, 653 UK respondents