Question

Burger King targets meat-free market with new menu items

In a bid to cater to the growing demand for meat-free food options, Burger King South Africa has
introduced a plant-based Whopper, Vegan Royale and Vegan Nuggets to its local menu, all made
with100% plant-based ingredients.
The quick-service restaurant chain says that vegan, vegetarian and flexitarian lifestyles have become
increasingly popular in South Africa over the last few years as consumers look to lead a healthier and
balanced life. According to a recent study conducted by the brand, the primary driver of plant-based
eating was directly related to health, with four out of five consumers revealing that they were
committed to eating healthy. While some choose to avoid meat altogether, there are still those who choose to balance their
week’s meals with meat and non-meat-based dishes – essentially following what has become
commonly known as a ‘flexitarian’ diet.
Ezelna Jones, group marketing executive at Burger King South Africa, says: "We understand that
consumers are looking to make healthier food choices which is why Burger King is constantly looking
for ways to make eating out easier. Early this year, we pledged our commitment to developing an
entire menu containing 100% natural ingredients and now, we’re introducing healthy plant-based
and vegan options.
We very much support the idea of balanced, healthy eating, which is why we are excited for our
guests to try our brand-new range of products."
Goal to be market leader Jones goes on to explain that Burger King aims to be the global leader in
plant-based alternatives in the QSR industry. "Our aim is to offer vegan, vegetarian, and plant-based
alternatives that do not compromise on flavour or price. Why should it? By working with partners
such as The Vegetarian Butcher and securing endorsements from industry leaders like V-Label, which
is administered by ProVeg international, we know we can create the industry's leading vegan and
vegetarian recipes to truly bring BK to you Your Way."
In addition to the three new menu items, meals can also be accompanied by two dip pots for
nuggets, fries and Pepsi – all vegan choices that have been endorsed by V-Label.
"V-Label is proud to have been involved with the vegan endorsement of Burger King’s new vegan
menu options. We see this initiative as more than a trend and applaud Burger King’s shift towards
providing new and existing customers with healthier, more sustainable, and ultimately, in our
opinion, tastier options," says Donovan Will, country director ProVeg SA, V-Label

Concerning the Burger King brand, discuss the various elements within the
traditional marketing approach.

Answer 1

Burger King's move to introduce plant-based menu items in South Africa aligns with the rising demand for healthier, meat-free options driven by health-conscious consumer trends.

Step-by-step explanation:

Burger King's traditional marketing approach encompasses various elements, notably product development, consumer insights, and strategic partnerships.

The brand's decision to expand its menu with plant-based offerings signifies a keen understanding of evolving consumer preferences, emphasizing health and balanced eating. By conducting research and understanding the shift towards healthier lifestyles, Burger King strategically integrates these findings into product development, leveraging partnerships with entities like The Vegetarian Butcher and V-Label to ensure high-quality alternatives that meet consumer expectations for taste and value.

The brand's commitment to endorsing healthier choices is further reinforced through their association with ProVeg SA, emphasizing sustainability and improved options for consumers.

Burger King's approach involves not only product diversification but also marketing these new offerings by aligning with consumer values, demonstrating a commitment to consumer well-being, and positioning itself as a leader in the QSR industry's plant-based segment. This approach contributes to Burger King's goal of being recognized as an innovative, consumer-centric brand catering to evolving consumer needs.