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How to (successfully) plant your brand's feet in meatless ground

Meeting the meatless-alternative customer's growing demands for fantastic flavor, healthful ingredients and beautiful presentation can be especially challenging in the quick-service environment. That's why it pays to know before you go headlong into this category of cuisine.

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December 5, 2019 by Andrew Rosenbloom — Director of Marketing, Consolidated Concepts

Given the recent surge in demand for meat alternative menu items, QSR operators should take note that these products are still just a tiny drop in the overall food service industry bucket. Meat alternatives make up a mere fraction of a percentage of the total protein market and we're not seeing the sales of these products cut into the animal protein market in any way. 

That said, the largest meat producers in the country, like Tyson, have made investments into production of meat alternatives, so it's safe to say that they do see it as a viable market going forward. Whether that means consumer interest in everything from plant-based burgers to breakfast sausage will continue to grow remains to be seen. 

But just culturally, it's worth noting that this meatless trend represents growing consumer open-mindedness about alternate proteins and vegetarianism. From a culinary perspective, many of the new meat alternatives are a vast improvement on those of the past, so the culinary and cultural shifts combined mean QSRs can now attract both, a growing base of consumers who may have not been in their target customer group/s before (like vegetarians and vegans), along with that burgeoning population of so-called flexitarians, who dabble in meatless meals. 

Of course, everyone — from the big daddy of QSR McDonald's, to smaller regional brands — is adding these options to menus. And, at least for now, they're simultaneously stirring up some pretty valuable PR buzz, as well. But in the grand scheme of the industry, this is by no means the end of meat as we know it.

Fake meat's future

So, what's the future of the fake meat industry going to look like? Is this a trend that's on its way out, or is it just getting started?

I expect the trend in the popularity of fake meat to continue for several years at least. Consumer adoption is still very much on the upswing and the research and development that has gone into these products so far will likely continue.  

We'll also see more versatile and flavorful options come to market. As the initial wave of consumers rushing to try these options flattens out, it seems clear that many will continue to seek meat alternatives for both burgers and other areas of the menu board. This could be consumers looking to try them for the first time as well as those who want to taste them in new compilations, or just those seeking to try the latest products as they are released.  

All of this is good news for QSRs that only stand to benefit from having new products to try and new dishes to offer their guests. And while meatless options may have previously been priced at a lower cost simply to satisfy that niche consumer, now brands can actually up-charge for meatless options across their menus. But make no mistake about it, those options are fast-becoming a real consumer expectation from all concepts. 

What to know before you go ... meatless

As a result, it's important for QSRs to settle on a plant-based direction for their menus. For instance, does your brand want to replace meats on your menu with something that looks, feels and tastes similar to the real animal-derived product? Or do you instead encourage customers to try the meaty-tasting jackfruit or other vegetable concoctions that have entirely different flavor profiles in your menu items? Similarly, does the brand want to provide real vegetarian-focused dishes or simply some options for omnivores looking for a change of pace? 
 
It also pays for brand to both anticipate and solve supply issues at the outset when considering plant-based and plant offerings on their menus, just as it is worthwhile for brands to select their goals in this operational category. Does your brand want to include plant-based and other meatless offerings primarily to drive profits long-term? Or rather do you just hope to quickly sell out of these types of items and create media buzz, all the while staying mindful of the fact that there's no predicting viral popularity.

By answering these questions now before you "go live" with such items, you also can let critical supply-side issues drive plant-based business decisions, like specific product choices, LTO lengths, recipe costs and culinary possibilities. By addressing these questions well ahead of your commitments with regard to plant-based and plant offerings, you enhance the chances that your decisions will not only be welcomed by health- and environmentally conscious customers, but also a decidedly healthful business move for your bottom line. 

About Andrew Rosenbloom

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Andy Rosenbloom is a foodservice professional who heads up the marketing team at the Buyers Edge Platform and its associated GPO brands, including Dining Alliance, Consolidated Concepts, Buyers Edge, FoodBAM and others. Andy’s insights come from a cross-section of the operators, distributors, manufacturers, service providers and trend-watchers.

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