‘Next-generation meat alternatives are fast becoming a more frequent preference for meat-eaters’.

Meatless Farm has opened the UK’s first plant-based drive-thru to target meat-eaters who switched to plant-based eating during the COVID-19 pandemic.

According to the UK vegan meat brand, the M*** F*** drive-thru is part of Meatless Farm’s provocative campaign aimed at showing customers that going meat-free comes with “no compromise.”

Growing plant-based audience

The brand referenced its study which showed that 35 percent of meat-eating Brits say they have eaten more plant-based food during lockdown. The brand added that it has seen sales rise 179 percent year-on-year.  

Explaining that the drive thru would help the brand tap into the growing customer base and also serve as a “opportunity to engage consumers, who perhaps haven’t tried plant-based before, to start on their journey.”

“We are building a new category; next-generation meat alternatives are fast becoming a more frequent preference for meat-eaters,” Michael Hunter, Chief Growth Officer said.

‘Collaboration’

The company has partnered street-food chain Mother Flipper to create plant-based versions of its meaty classics. You can exclude cheese from your order to make it vegan.

The company noted that all the meals will be healthier and more sustainable than its meat counterparts.

The menu includes:

•  The Mother Flipper x Meatless Farm cheeseburger (V) – Meatless Farm patty, American cheese, ketchup, mustard, lettuce, red onion, pickle
• The Greta (V) – Meatless Farm patty, aubergine candy bacon, American cheese, shoestring fries, Mother Flipper special sauce, pickle
• The McBluffin (V) – Meatless Farm sausage patty, free range egg, American cheese, butter toasted English muffin All burgers are veggie as standard, vegan versions are available.
• Fries (V, VE) – skin on, twice fried
• Dirty fries (V, VE) – fries, Meatless Farm mince chilli with red kidney beans, vegan cheese sauce, pickled jalapeños

Meatless farm is trialing the drive-thru in London, UK, until Monday 31 August. 

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Mohsina Dodhiya

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