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Plant-based Burger King products on a tray

Photo:

Michael Bihlmayer / Bihlmayer photography / IMAGO

The allegations were clear: meat-free products repeatedly came into contact with meat-containing products, and sometimes they ended up in the same warming containers and deep fryers.

And if the vegan version isn't available at the moment, a chicken burger with chicken between the bun halves sometimes ends up: research by the investigative program "Team Wallraff" put Burger King under pressure a year and a half ago, and the chain then got rid of the V label as a seal of quality .

Now the company is trying to go on the offensive when it comes to meat substitute products: With a good 750 restaurants, the second largest burger chain in Germany after McDonald's is offering plant-based products ten cents cheaper than comparable meat-based ones starting this month.

“We want to encourage more guests to try out whether they like plant-based food,” said managing director Jörg Ehmer on Tuesday.

The company's economic calculation is not based on the profit margin of the individual dish, but on the assumption that more guests will come.

»That has nothing to do with the price calculation.

It's not about optimizing profits, but about sending a clear signal," said Ehmer.

The company does not provide figures on the respective sales shares of plant-based and meat products.

»But if, for example, a group comes, vegetarians can order plant-based dishes and the others can order meat.

We see that the choice appeals to more guests.«

Difficult to appeal to vegetarians and vegans

The fast food industry is currently booming, and after the corona crisis, people flocked to burger restaurants.

However, companies are finding it difficult to attract vegetarians and vegans to their restaurants.

Former McDonald's manager Harald Sükar told SPIEGEL last year that the target group wanted "fat, big, juicy burgers, plus a sugary and unhealthy drink."

It takes more effort "to appeal to a vegan than to get the heavy user to come a fourth time a week."

sol/dpa