Will Plant-Based Meats Start the Next Quick Service Showdown?

With about 25 million consumers eating plant-based foods occasionally or regularly, the segment has caught the attention of the quick service restaurant (QSR) segment. 

From big franchises to local restaurants, it seems like everyone is adding something plant-based to their menus, even for omnivores to test out. This begs the question: could plant-based meats be the next QSR battle? Let’s find out. 

The Market for Plant-Based Meat

The global plant-based food market is expected to reach $77.8 billion by 2025, according to research from Statista. The forecast also projects that by 2030 the market will have more than doubled.

However, according to a press release from NPD Group, plant-based foods represent less than 1% of all foods shipped to food service locations. But many categories are growing. In fact, plant-based meat analogues have expanded from primarily beef alternatives to poultry, seafood and pork. Pound sales of chicken and fish analogues shipped from broadline food service distributors increased by 38% and 5%, respectively, in the 12 months ending in December 2022, compared to a year prior. 

“Chefs and food service operators see the plant-based protein category as a versatile option to serve a greater diversity of guests,” said Darren Seifer, NPD food and beverage industry analyst, via press release. “Plant-based provides the options to create center-of-plate recipes that delight guests and bring them back for more.” 

What Consumers Want Out of Plant-Based Foods

In order to win in the plant-based world, brands have to do more than just have items on the menu. Like any other winning food products, they have to taste good. 

The Good Food Institute reported that 73% of consumers agree that plant-based meat should mimic the taste of meat. For those who reported not eating plant-based meat, 27% said it was because they did not like the taste, with another 20% reporting they did not like the texture. There is also an opportunity for brands to develop more diverse taste profiles and product types with 47% of consumers saying they desire more variety in plant-based meats. 

Consumers also want quality products, said George Montagu-Brown, founder of nomoo, a 100% plant-based fast-food franchise. 

“I think that just making quality products consistently is the real area that a lot of vegan chains struggle with,” he noted. “Some brands are even creating a product that, in a way, is giving vegan food a bad reputation. It’s important to put a lot of care into the food and make it taste delicious.”  

Key Players in the Plant-Based Battle

It’s not just vegan brands like nomoo and Veggie Grill that are winning in the plant-based arena. Fast-good giants have also been playing their hand with new menu items in recent years. 

Perhaps one of the most major releases was Chipotle’s Sofritas, the chain’s signature spicy braised tofu, which was introduced in 2014.

Then, White Castle’s Impossible Slider was added to the menu in 2018. A year later, Burger King introduced the Impossible Whopper and the Impossible Croissan’wich from Impossible Foods. (Although the Impossible Croissan’wich breakfast was discontinued in 2021, the Impossible Whopper remains on the menu.) 

Pizza franchises took note of how fast-food restaurants were doing and wanted to test the waters. Sarpino’s Pizzeria began offering Field Roast pepperoni and Beyond Meat sausage as pizza toppings on its menu in 2020. 

In 2021, Carl’s Jr. released a Beyond Famous Star burger made with Beyond Meat. 

For a limited time last year, Pizza Hut tested Beyond Meat’s Italian Sausage Crumbles on their Original Stuffed Crust and Original Pan crusts, alfredo, and flatbread. Although it didn’t work out as well for Pizza Hut in the United States as it did in Canada, Sarpino’s is still offering their plant-friendly add-ons in the U.S.

And Chipotle’s Sofritas must’ve been a hit in the U.S. as well because, in 2022, the Mexican food franchise added another plant-friendly choice: Chorizos. Mexican food competitor Taco Bell also started offering a vegan version of its Crunchwrap at select locations this past June. 

These are just a handful of the plant-based menu options popping up at QSRs of all shapes and sizes. And as the market continues to grow, we could have the next (vegetarian) chicken war on our hands.