Plant-based Whopper now accounts for 20% of all Whoppers sold in Germany.

Burger King Germany’s plant-based Whopper is proving to be a hit with customers, with sales now accounting for one in five Whoppers sold in the country.

The success of the plant-based Whopper is a sign of the growing trend toward plant-based eating in Germany. According to a recent survey, 10% of Germans now identify as vegan or vegetarian, and a further 30% say they are reducing their meat intake.

Burger King’s decision to offer a plant-based version of its signature Whopper is a major step towards catering to this growing demand.

The UK arm of the fast-food chain, which has also committed to reducing its carbon footprint by 30% by 2030, offers the plant-based Whopper as a key part of this strategy.

Klaus Schmaeing, Chief Marketing Officer at Burger King Germany,  in an interview with Vegconomist, shared insights on the brand’s approach. He said: “We are putting our heart and soul into driving plant-based options forward.”

The plant-based Whopper

In Germany, the plant-based Whopper is made with a patty from The Vegetarian Butcher, a Dutch company that specializes in plant-based meat substitutes. The patty is made from pea protein, soy protein, and coconut oil, and it is seasoned to taste like a real beef burger.

The plant-based Whopper is served on a sesame seed bun with the same toppings as a regular Whopper, including lettuce, tomato, pickles, onions, ketchup, mayonnaise, and mustard. It is also available in a gluten-free version.

Burger King’s other popular item is the Long Chicken. It sees almost one in four orders featuring a plant-based patty. The plant version is made with a patty from the Vegetarian Butcher and delicious vegan cheese slices from Violife

“Approximately one in five Whoppers is now sold with a plant-based patty,” Schmaeing said.

“In the case of the Long Chicken, almost one in four products are ordered with a plant-based patty. But we are not stopping there. We will continue to surprise our guests and fans with exciting innovations and offer them opportunities to try plant-based alternatives.”

Plant-based trend at Burger King

The plant-based Whopper was first introduced in Germany in 2019, and it quickly became a hit with customers. In the first year, sales of the plant-based Whopper accounted for 1% of all Whopper sales in Germany. By 2023, sales of the plant-based Whopper had grown to 20% of all Whopper sales in the country.

“Adapting to customer preferences is a key focus at Burger King – we are committed to helping our guests make good decisions about what they eat and drink and providing them with informed choices – whether through clear nutrition and allergen labeling or by offering vegan and vegetarian options,” chief executive Alasdair Murdoch said after Burger King started becoming widely known for its meat-free menu.

In 2021, Burger King opened the world’s first Burger King branch that exclusively serves plant-based food in Cologne. The concept was well-received and other countries, such as the UK, Portugal, and Austria, also followed suit.

To date, Burger King has launched meat-free burgers in 70 nations, with the objective of providing plant-based alternatives in all of its restaurants worldwide.

The environmental benefits of the plant-based Whopper

The success of the plant-based Whopper is not just good for Burger King’s bottom line. It is also helping the company to reduce its environmental impact.

The meat industry is a major contributor to climate change, and producing a plant-based burger requires far fewer resources than producing a beef burger. For example, a plant-based burger requires 99% less water and 93% less land than a beef burger.

The future of plant-based eating

Burger King is not alone in embracing the trend towards plant-based options. Other fast-food giants, including McDonald’s, have introduced plant-based offerings to cater to the growing meat-free population.

In Germany, it offers plant-based nuggets and a vegan McFlurry, as well as the McPlant burger in many other countries.

The vegan burger launch in the UK was so well received that it led to the release of a “Double McPlant” in January of this year.

This movement however extends beyond Burger King and McDonald’s. Subway, KFC, Nando’s, and Pizza Hut are among the fast-food chains that have integrated plant-based options into their menus.

The trend is being driven by a number of factors, including the growing awareness of the environmental and ethical costs of eating meat. Consumers are also increasingly looking for healthy and sustainable food options.

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Mohsina Dodhiya

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