In a bid to make plant-based food the “new normal”, Burger King Austria has launched a new campaign where customers are asked whether they want their order as “regular” or “with meat” – standardising the plant-based versions as the default.
Jan-Christoph Küster, CMO of the TQSR Group, Austrian franchisee of Burger King, said that by making alt-meat the regular option, the brand was showing it was serious in showing support for plant-based food.
“With our provocative question, we want to stimulate social discussion and show that our plant-based alternatives taste confusingly similar,” Küster.
“Meat is an option – but it’s not the only one.”
The burger chain worked together with creative agency Jung von Matt Donau to launch the Meat Option campaign last month, including a 55-second online video highlighting customers’ reception.
The film was recorded as an experiment at Burger King Margaretengürtel, where anyone who made an order without expressing they wanted meat would is given a plant-based burger.
Vegan and vegetarian customers showed they were pleased with the change, while regular customers were initially confused upon ordering.
The fast food chain also displays the “regular or meat” option on all of its digital ordering terminals across 60 stores nationwide.
“For Burger King, meat is no longer a matter of course in the future,” Küster concluded. “Because, from now on, almost the entire range – including the popular classics – is available purely plant-based.”
Last year, in the UK vegan menu was launched at Burger King’s London flagship on a trial basis.