July 13, 2022
Shortly after announcing that one in three Burger King burgers sold in Belgium is meatless, and in some places even one in two, BK reveals that from now on almost the entire Burger King range, including popular classics, will be served on a vegetable basis in Austria, unless meat is specified.
The fast-food giant has already demonstrated what the future could look like during an experiment at a restaurant in Vienna’s Margaretengürtel, where plant-based products have become the new normal. Those who ordered without expressing a particular request for “meat” received a vegetarian burger. And those who wanted to eat the popular meat dishes had to say so explicitly.
Normal or with meat?
Since July 12, the campaign slogan “Normal or with meat?” can be read throughout Austria and on social media. The question has already triggered heated debates on the internet. The associated campaign video on Instagram and YouTube generated nearly 20,000 views on day one under the hashtag #normalodermitfleisch.
“At BURGER KING®, we are making meatless indulgences a permanent part of our menu, because meat no longer comes naturally to everyone. With the provocative question “Normal or meat?” we want to show that we take our customers and their needs seriously. Because now we also serve almost our entire range on a plant-based basis,” says Jan-Christoph Küster, Marketing Director of the TQSR Group, the Austrian master franchisee of Burger King.
“With this question, we want to fuel the social debate and show that our plant alternatives have a confusing taste. Meat is one option, but it’s not the only one. We let our guests free what is normal for them: everyone must have the same taste.