A few weeks ago, Burger King conducted an experiment at its Gaudenzdorfer Gürtel restaurant in Vienna. When ordering their meal, customers were asked whether they wanted the standard version, or meat: "Normal, oder mit Fleisch?"
Rather than requiring customers to ask for a plant-based burger or a faux-chicken sandwich, Burger King presented those options as the default, with non-vegan or vegetarian items offered as meat-based. Filmed responses range from irritation to approval, with most customers confused by the cashier's question.
No word yet on whether Burger King will turn its 'new normal' experiment into standard operating procedure at other outlets. For now, viewers of its online menu still need to scroll past beef and chicken to get to veggie.
"I'll try plant-based."
