Burger King Austria turns plant-based food into the new ‘normal’ menu

Burger King Austria is making new offerings for its customers, and vegans will totally love them. The fast-food chain is turning plant-based food items into the new “normal” in its stores.

This means that there will be plant-based Whoppers in Burger King Austria, and this will be a standard offering from now on. Usually, vegan or “meat-free” food items are only offered for a limited time or on some occasions but not anymore in this BK unit because they will be “normal” on the menu here.

Vegan Food & Living reported that the Austrian unit of Burger King has already launched a campaign that will make plant-based meat the norm in its stores. Prior to the campaign, the company also held a survey asking its customers if they wanted the regular or meat-free option, and apparently many voted for the vegan option.

Now, since not everyone is vegan or prefers plant-based meat, Burger King Austria’s latest campaign is about challenging its customers to go meat-free. The survey was also part of the brand’s push to make more people want the veggie-based meat option.

During the campaign, diners at the Margaretengürtel Burger King in Vienna tried the plant-based food items in the store, and their reactions were filmed to record the outcome of the trial and allow the restaurant to see the genuine reactions of customers.

Jan-Christoph Küster, TQSR Group’s marketing director, said that the campaign was carried out to “stimulate the social debate and show that our plant-based alternatives have a confusing taste.” TQSR is the master franchisee of Burger King in Austria.

Küster further explained, “Meat is one option, but it is not the only one and we leave it open to our guests what is normal for them and everyone should have the same taste.”

Burger King Austria is expanding its efforts to introduce plant-based options to its customers. As part of this attempt, its newly-opened Westbahnhof restaurant in Vienna is serving a vegan-friendly menu, and it is now the first 100% plant-based fast food in the region. Meanwhile, as per VegNews, Burger King Austria’s campaign is the latest scheme being used as the brand is exploring meatless options as the new norm around the world.