Meatless Farm is launching the UK’s first plant-based drive-thru to prove that fast food can be better for the planet, your health and still taste incredible
British plant-based food company Meatless Farm, the fastest-growing UK brand in the plant-based sector, is making waves once again as it announces its next big project – opening the UK’s first-ever meat-free drive-thru.
The drive-thru will be trialled in London on 35 Great Eastern Street, Hackney from Wednesday 26th August until Monday 31 August and will welcome cars on one side and pedestrians on the other side.
In the spirit of staying green, Meatless Farm will be giving 50% off for those in electric cars or those turning up on bicycles.
The M*** F*** Drive Thru has been created in collaboration with street-food burger chain, Mother Flipper who have created a completely meat-free menu based on classic dishes from their own menu.
Menu items include the “Mother Flipper x Meatless Farm Cheeseburger”, a plant-based take on the world’s favourite fast food breakfast, and “The Greta,” an eco-burger with aubergine bacon.
Vegans should note that the burgers are made vegetarian as standard in a bid to entice meat-eaters but can be made fully vegan using plant-based alternatives on request.
‘Next-generation meat alternatives’
Founder of Meatless Farm Morten Toft Bech said that he hopes the drive-thru is another step towards making plant-based a preference rather than an option.
“We are building a new category; next-generation meat alternatives are fast becoming a more frequent preference for meat-eaters. The relationship between out-of-home trends and retail purchase is strong.
“Our M*** F*** drive-thru is an opportunity to engage consumers, who perhaps haven’t tried plant-based before, to start on their journey,” says Michael Hunter, Chief Growth Officer.
The brand is keen to target the UK’s rapidly growing population of meat-reducers who have been going meat-free during lockdown and show them that going plant-based comes with “no compromise” with the new venture.
Meatless Farm recently conducted research that revealed 35 percent of Brits claim to have eaten more plant-based foods amid lockdown, a trend they believe shows no sign of slowing anytime soon.
The company has enjoyed soaring sales over the past year, which have increased by 179 percent, and is stocked at major supermarkets including Tesco, Sainsbury’s, Asda and Morrisons.
M*** F*** advertising campaign
Meatless Farm recently debuted a light-hearted £1.5 million advertising campaign which features a provocative slogan chosen to make people stop in their tracks with its suggestion of offensive language.
The “light-hearted” advertising campaign has been designed to encourage more Brits to try plant-based meat alternatives and will appeare on TV adverts on Channel 4 in August and September as well as radio adverts, electric cars, social media and supermarket packaging.
Visit the M*** F*** Drive Thru on 35 Great Eastern Street, Hackney, EC2A 3ER.