Beloved Aussie burger joint Grill’d have announced that this coming Monday April 15, they’ll be going completely meat-free for a day, across all of their 137 stores, in a bid to encourage customers to switch up meat for veges a few times a week.
Australians are currently among the biggest eaters of red meat in the world, although Grill’d reckon that the tide is turning, and a recent customer survey found that many of us are eating less than we used to, and chowing own on at least one meat-free meal per week.
For this reason, they’ve decided to embrace the trend known as flexitarianism, which is basically a fancy way of saying that you still eat meat, but a bit less of it, and include more plant-based proteins in your diet, whether for health or environmental reasons.
On Monday, Grill’d will be launching a new menu of plant-based burger patties from Beyond Meat, which replicate the taste of a beef burger but use ingredients from the plant kingdom. Founder and managing director Simon Crowe said of the new initiative:
“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. 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.”
The 15-year-old company has announced an ambitious plan to make company which turns 15 this year and plans to make 50 percent of its menu plant based by 2020.