Cult Aussie burger joint phasing out meat


If you happen to pay a visit to Aussie burger joint Grill’d today, be sure to do a double take before placing your order because for today only, they’re going vegan.

The eatery decided to give cows the day off in the hopes of encouraging more customers to go plant-based. In fact by 2020, 50 per cent of its menu will be plant-based.

It’s already launched four new meat alternatives as part of its Beyond Burgers menu and according to Grill’d founder Simon Crowe, it tastes just like beef.

Grill’d will go meat-free for today across its 137 restaurants nationwide. Picture: SuppliedSource:Supplied

He said that whether it’s for health reasons, animal rights or climate change, the demand for meat-free is very real

“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,” Mr Crowe said.

“We genuinely believe plant-based alternatives will form a huge part of the future of burgers, especially with our new menu selection of Beyond Burgers that taste just like beef.

The popular burger joint decided to give cows the day off to encourage customers to go plant-based. Picture: Supplied

The popular burger joint decided to give cows the day off to encourage customers to go plant-based. Picture: SuppliedSource:Supplied

“That’s why we are encouraging all our customers to go meat free with us this Monday and try out our new plant-based menu. This new launch is a part of Grill’d ongoing commitment to innovation.”

Aussie no doubt love their red meat, but the tide may be turning.

New national consumer research released by Grill’d shows that more than half of Aussies eat less meat than they used to and more than one third say they would eat less of it if there were more alternatives.

It’s launched four new meat alternative menu items.

It’s launched four new meat alternative menu items.Source:Supplied

And according to Grill'd founder Simon Crowe, the burgers taste just like beef.

And according to Grill’d founder Simon Crowe, the burgers taste just like beef.Source:Supplied

Meanwhile, 83 per cent of us enjoy a meat-free meal at least once a week.

The research also shows that younger Australians are more likely to eat less meat for environmental reasons whereas health is a bigger driver for their parents’ generation.

Watch this space as the plant-based trend is extending into a sector that is traditionally meat centric.



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