Burger King Germany has reduced the price of all plant-based meals by 10 cents, making them cheaper than the chain’s meat-based options.
The change is part of a “Plant-based for Everyone” campaign, which aims to encourage consumers to try meat-free food and emphasise the variety of flavours on offer. Burger King says it has received very positive feedback for its plant-based range and is seeing increased demand.
The chain will also be introducing a new flower-shaped patty for its plant-based beef-style burgers, developed in collaboration with The Vegetarian Butcher. This will allow for easy visual differentiation between plant-based and conventional beef options. It comes after Burger King developed a new breading with parsley sprinkles to clearly distinguish its plant-based chicken patties and nuggets from meat.
“We have been investing in meat free alternatives since the mid-1990s and have shown that fast food doesn’t always have to mean meat,” said Dr. Jörg Ehmer, CEO of Burger King Germany. “As a pioneer, we offer the largest plant-based range in German system catering — and now with a price advantage. We are thus providing a strong impetus to try our plant-based options. Our aim is to offer guests a free choice — without compromising on taste.”
“The first choice”
Burger King claims to have the largest plant-based range in German QSR, having offered a meatless version of almost every product since 2022. The chain saw success with this year’s Veganuary promotional product, the Veggie King Deluxe, and plans to continue developing and innovating its plant-based range.
Last year, Burger King Germany told vegconomist that one in five Whoppers are now sold with a plant-based patty, along with almost one in four Long Chickens. In September, the chain introduced the new vegetable-based Bikini Bottom Burger, inspired by the cartoon character SpongeBob.
“We are the first choice when it comes to plant-based in QSR and continue to drive the growing trend towards alternative protein sources in Germany,” said Ehmer. “To this end, we are not only developing our products and processes further but are also focusing on greater product variety and easier access.”
