Plant-based becomes the new ‘normal’ at Burger King Austria

Author: Molly Pickering

Read Time:   |  19th July 2022

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Burger King Austria has challenged its customers to go meat-free with its latest campaign making plant-based options standard


Burger King Austria recently asked its customers if they want ‘regular or meat-based’ food as part of its ‘meat option’ campaign.

The fast-food chain is challenging customers to consider meat-free options by making its vegan Burger King options the ‘normal’ options on the menu.

Customers at the Margaretengürtel Burger King in Vienna were filmed during the trial to monitor their reactions. Throughout the video, a staff member asked several customers if they want their food “regular or meat-based”.

While some customers appear to be confused and even agitated at points, others were happy to try the vegan burger.

Moreover, the video – which has over 92,000 views – ends by asking “What’s normal anyway?”

“Meat is one option, but it is not the only one”

The one-off campaign was launched to “stimulate the social debate and show that our plant-based alternatives have a confusing taste” says Jan-Christoph Küster, marketing director of the TQSR Group, Austrian master franchisee of Burger King.

He adds: “Meat is one option, but it is not the only one. We leave it open to our guests what is normal for them: everyone should have the same taste.”

Burger King Austria is increasing its efforts to introduce plant-based options to its customers. Yesterday was the opening of Vienna’s Westbahnhof restaurant first 100% plant-based restaurant.

Similar to the Burger King restaurant in London, the restaurant will have a 100% vegan-friendly menu. Items from the menu include the Plant-Based Whopper, Vegan Royale, and Chilli ‘Cheese’ Nuggets.

Furthermore, the fast-food chain is celebrating the opening by handing out free vegan Whoppers all day.

It’s clear to see that Burger King is committed to reaching its ambitious target of making 50% of its menu plant-based by 2030.

Hungry for more? Check out all the vegan Burger King options to find out what you can order next…

Feature image credit: Burger King Austria

Written by

Molly Pickering

Molly is the Digital Executive and former podcast host at Anthem's Vegan Food & Living, she also works across other titles including Women's Running and Classic Pop to create affiliate content for the website. Starting out as a Digital Marketing Apprentice at Vegan Food & Living in 2021, within 14 months Molly was shortlisted for ‘Best Editorial Assistant’ at the BSME Talent Awards 2022 and won the BCS Special Recognition award for Digital Marketing Apprentice of the Year in 2022

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