Australian burger chain Grill’d is taking a day off meat by going completely meat free on Monday due to what is says is a growing demand for plant-based food.
The restaurant will take a “national meat break” and not serve meat at any of its 137 locations nationwide on April 15 during its “24 Hour Meat Cheat.”
In place of meat, Grill’d will serve plant-based burgers from Beyond Meat, a company that creates meat alternatives that are almost indistinguishable from animal-derived meat in taste and texture.
“We’ve noticed a shift in the way our guests are ordering. We’ve seen a 10% increase in orders for our plant-based burgers,” says the Grill’d website.
“We’ve listened to feedback, had insightful conversations and noticed this trend stretch further than our own restaurant doors.”
“Taking a day off meat is important for health, it’s important for the environment and it’s important to our guests.”
Simon Crowe, Grill’d founder and managing director, told The Courier Mail that in addition to sales of its plant-based food rising, the company has seen a decline in the sales of meat.
“The biggest increase we’ve seen is in the number of meat-eaters who are now choosing plant-based options, especially in the under-30s age group,” said Crowe.
“Whether it’s for health reasons, animal rights or climate change; the demand is very real.”
“We genuinely believe plant-based alternatives will form a huge part of the future of burgers, especially with our new menu selection of Beyond Burgers that taste just like beef.”
Beyond Burger patties, created by California-based company Beyond Meat, are made with pea protein and contain similar protein to beef, twice the iron, and no cholesterol or antibiotics that some consumers worry about.
Beyond Meat products, especially the flagship Beyond Burger, have exploded in popularity over recent years, and the company continues to enter new markets around the globe.