'Max,' a multinational fast food chain based in Sweden launched a collection of 'Max Green' burgers that feature alternative burger options for vegans and vegetarians.
In the collection of four burgers, one is fully vegan-friendly, while the others are suited to
lacto-ovo vegetarians, with customizations that can be made to create entirely dairy- and egg-free burgers. The 'Green Maxbox' is a meatless burger kit for kids that also comes with a drink and a side of fries.
Max’s head of Swedish operations, Christoffer Bergfors says: “When we launched the Green-family, our goal was that by 2020, one in five orders would be from non-red meat." Inspired by the global rise in plant-based eating, the fact that one in five Millennials have never eaten a Big Mac and the success of its own sales so far, the fast food chain has since revised its vision to one in three.
Why This Trend Is Growing
- Plant-based Fast Food
- Fast food chains offering meatless options to cater to vegans and vegetarians creates an opportunity for more plant-based offerings in the fast food industry.
- Sustainable Eating Choices
- The popularity and success of plant-based options in fast food chains highlights an opportunity for the food industry to promote and invest in sustainable eating choices.
- Customizable Meatless Burger Kits
- Creating customizable meatless burger kits and meals such as the 'Green Maxbox' can be a disruptive innovation opportunity in the fast food industry as it can cater to specific dietary restrictions and preferences.
Industries Being Reshaped
- Fast Food
- Fast food chains can invest in plant-based options to cater to the growing number of vegans and vegetarians.
- Food and Beverage
- Investing in sustainable eating choices and promoting plant-based options can disrupt the traditional food and beverage industry.
- Meal Kit Delivery Services
- Meal kit delivery services can create customizable meatless burger kits to cater to the growing demand for plant-based eating options.
