Meat Free Monday One day a week can make a world of difference


“Sales of our meat-free burgers have grown more than 100 per cent in the past year alone, and the biggest and most surprising 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. We genuinely believe plant-based alternatives will play a huge part in the future of burgers.”

Simon Crowe is Founder and Managing Director of Grill’d, Australia’s largest privately-owned burger restaurant group. Grill’d went meat free for 24 hours on Monday 15 April 2019 across its 137 restaurants nationwide. The Meat Free Monday initiative was designed to encourage more customers to substitute meat for plant-based protein alternatives driven by both health and environmental factors. It coincided with their launch of four new Beyond Meat Burgers and marked a key turning point for the company, which turns 15 this year and plans to make 50 per cent of its menu plant based by 2020.

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