Plant-based burgers are becoming more vegetable-focused at QSRs
QSRs shift focus from meat analogs to real vegetables in response to changing consumer tastes.
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White Castle has introduced a new Southwest Veggie Slider, marking a departure from meat analogs due to declining consumer interest in processed plant-based products. This change reflects a broader trend in the QSR sector as chains like Culver's also emphasize more natural, veggie-focused options, indicating an 8.9% decline in imitation meat offerings over the past year.
Why It Matters
This shift may influence unit economics in the QSR segment as brands adapt their menu offerings to align with consumer preferences, potentially impacting territory availability for operators focusing on traditional meat products.
The fast-food landscape is witnessing a significant shift towards vegetable-based burger options as major chains like White Castle, Culver’s, and Shake Shack move away from meat analog products. White Castle recently introduced its new Southwest Veggie Slider, made with a Dr. Praeger’s meatless patty that includes ingredients such as sweet potatoes, black beans, corn, and peppers, signifying a departure from their earlier partnership with Impossible Foods. This change comes as consumer preference swings towards more recognizable, natural ingredients, resulting in a decline in the popularity of imitation meat options.
As part of this evolving trend, the number of chains offering imitation meat burgers has dropped by 8.9% year-over-year, according to Technomic's Ignite Menu database. The peak of the meat analog trend was in 2021, but since then, the market has been in decline. Recent feedback from consumers has demonstrated a preference for straightforward, veggie-forward products, which has significantly influenced White Castle's decision-making process. Its Chief Marketing Officer, Jamie Richardson, emphasized this point, stating, “We know tastes are constantly evolving and we want to provide cravers everywhere a craveable non-meat option they can sink their teeth into, especially for those who tell us they are most interested in distinctive flavor rather than a beef substitute.”
