The plant-based meat craze has officially taken off, and when I say taken off I mean the type of massive rocket launch that only NASA is privy to. Companies like Beyond Meat and Impossible Foods have seen their stock continue to soar as restaurants and foodservice providers eagerly jump in line to get the meatless meat products on their menus. However, not all companies are so gung-ho on the plant-based movement, and some fast food restaurants have taken a definitive stand against the products.
In the world of fast food, competition is key, and several companies have added Impossible Foods products to their menus, including Burger King, White Castle, Qdoba, reports cnet. Even McDonald’s has launched its own plant-based burger, the Big Vegan Burger TS, in Germany to suss out current market demand, according to Delish.
Taco Bell, however, is one company that has decided not to add any meatless meat to its menus, instead deciding to focus on expanding and promoting its vegetarian options.
“We’ve looked. We’ve met with Beyond, we’ve met with Impossible—our head of innovation knows everybody, and they all know her,” Julie Felss Masino, Taco Bell’s President of North American Operations, said in an interview with CNBC. “But I think what we’re proud of is that we’ve been doing vegetarian for 57 years.”
Arby’s has taken a decidedly anti-meatless meat stance, arguing that the addition of plant-based meat to its menu would undermine its brand as a provider of meat-heavy food. The company’s President, Rob Lynch, has made his opinions about delving into this new plant-based world abundantly clear.
“It won’t happen on my watch,” Lynch told Fortune. “The only way would be if I got fired for some reason...You have to stand for something. We’ve turned this brand around by making big, high-quality, meaty, abundant sandwiches. That’s who we are.”
Will restaurants face fallout for their decisions to exclude plant-based meat from their menus? And what does the future hold for the evolution of meatless meat options? Deli Market News will continue to report.