Have you ever ordered a beef burger at your favourite restaurant only to be told it won’t contain meat?
In a bold move last Monday April 15, Australia’s largest privately-owned burger chain, Grill’d, abandoned its traditional meat options to encourage Aussies to consider a plant-based diet.
For a period of 24 hours, Grill’d’s 137 restaurants participated in what’s been dubbed “Meat Free Monday”, an initiative
responsible for kickstarting heated debate between animal rights activists and meat eaters across the nation.
Coinciding with the recent launch of four new meat alternative menu items, Grill’d founder Simon Crowe said he plans for the restaurant’s menu to be 50 per cent plantbased by next year.
“Sales of Grill’d’s meat-free burgers grew more than 100 per cent in the past year alone.
“The biggest increase we’ve seen is in the number of meat-eaters who are now choosing plant-based options, especially in the under 30s age group. Whether it’s for health reasons, animal rights or climate change; the demand is very real.”
New national consumer research released by Grill’d shows more than half of Aussies eat less meat than they used to and more than one third say they would like to eat less meat if tasty alternatives were more accessible.
It also found 83 per cent of Aussies enjoy a meat-free meal at least once a week, with under 30s spearheading the trend compared to their parents.
Grill’d’s newest burgers hero meat substitute patties from US based company “Beyond Meat”, an organisation invested in by Leonardo Dicaprio and Bill Gates.
Using proteins, carbohydrates, lipids, minerals and vitamins, the patties mirror the taste and texture of a beef burger.
“This launch is part of Grill’d’s ongoing commitment to innovation,” Mr Crowe said.
Grill’d has restaurants on Pakington Street and in the Waurn Ponds shopping centre precinct. For more information, visit grilld.com.au.