Burger King is offering plant-based products ten cents cheaper than comparable meat-based ones. Undercover investigations brought Burger King's meatless products into disrepute.
The fast food industry is currently booming, but companies are finding it difficult to attract vegetarians and vegans to their restaurants. It takes more effort "to appeal to a vegan than to get a heavy user to come a fourth time a week," says former McDonald's manager Harald Sükar, who left the company last year.