If you’re expecting to order a big, juicy ol’ ‘meaty’ burger at Grill’d today, then we’ve got bad news for you – it won’t be there.
Grill’d is giving cows the day off and going meat-free for 24 hours across its 137 restaurants nationwide, encouraging Aussies to substitute plant-based protein for meat.
The initiative coincides with the recent launch of Grill’d’s four new plant-based menu items made using innovative meat-alternative which reportedly looks, tastes and even bleeds like meat.
Grill’d’s new burgers feature patties by Beyond Meat – a US based company whose investors include Leonardo DiCaprio and Bill Gates.
Using proteins, carbohydrates, lipids, minerals and vitamins that are found in the plant kingdom, the patties replicate the taste and texture of a beef burger.
The patties pack four main ingredients: water, pea protein isolate, canola oil, and refined coconut oil. These provide the protein, heft, and moisture/juiciness of the burger.
Plus, they contain minimal amounts of other ingredients, like potato starch, natural flavour, yeast extract, and beet juice extract.
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 like to eat less meat if tasty alternatives were easier to find.
Meanwhile, 83 per cent of us enjoy a meat-free meal at least once a week.
Simon Crowe, Founder and Managing Director of Grill’d, has seen these new consumer food habits gathering momentum first-hand over the last five years and says it is here to stay.
“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.”
Grill’d hopes that by 2020 it will reach the milestone of having half of its menu plant-based.
Meat Free Monday will run for 24 hours at all stores nationwide on Monday, April 15.