Burger King is giving away 10,000 free plant-based burgers nationwide this Thursday.
National Burger Day falls this Thursday, August 25, and is traditionally the meatiest day of the year.
However, in a breakaway from tradition, the fast food restaurant is opting for plant-based freebies that are suitable for vegetarians and vegans.
Burger King is hoping to encourage people to try their meat alternatives by offering the Whopper Swapper deal.
The offer will be available via the Burger King app on click and collect orders only on this Thursday (August 25) during restaurant opening hours.
Customers can redeem their free plant-based Whopper or Vegan Royal by adding the product to their mobile order.
You'll need to choose a participating restaurant and then check out as normal.
Customers are not required to buy anything at the stores to claim the freebie.
The offer will be available at 237 participating restaurants - see the full list here.
It won't be valid at Burger King motorway service locations, airports train stations and holiday parks, and there will be a maximum of one free Plant-based Whopper or Vegan Royale per person.
The deal is subject to availability and so the 10,000 burgers will be given on a first-come-first served basis.
This follows new research that suggests the meat-eating population as hesitant to try new meat substitutes.
The findings reveal that two in three (66%) of meat eaters would be reluctant to try a plant-based or vegan burger.
One in two - at 51%- would not try a plant-based burger even if it was free.
Burger King said it hopes “to prove that the meat free menu at Burger King is just as good as its iconic meat counterparts”.
This comes as part of Burger King’s plans to go 50% meat free by 2030.
Earlier in March 2022, the company launched its first ever completely meat-free restaurant, with a month-long pilot takeover at the Leicester Square flagship earlier this year.
Alongside the Plant-based Whopper and Vegan Royale, diners got a taste of over 15 new items.
This includes a plant-based Bakon (fake-bacon) Double Cheeeze XL and Vegan Cheeeze & Bakon Royale launched in the place of their meaty equivalents the Bacon Double XL and Chicken Royale Bacon & Cheese.
Other options included the Vegan Nugget Burger, a Plant-based Double Cheeezeburger, Plant-based Cheeeze & Bakon Whopper, as well as sides such as Vegan Chilli Cheeeze Bites.
The newly launched plant-based and vegan Katsu range, available nationwide for a limited-time-only, was also be available at the restaurant.
Burger King has also announced a meat-free menu for kids.
The menu is also up for continuous review- the fast-food chain has even said it will be keeping an eye on the most popular items on the menu, with a view to making some of them nationally available in the future.
At the time of that the pilot study began, Katie Evans, from Burger King UK said: “We’re incredibly proud of our new meat-free menu; it absolutely delivers on big taste with no compromises and reflects our ongoing commitment to serving our customers a diverse and innovative range of products.
“The limited-edition menu is a direct result of our focus on vegan and plant-based innovation and goes hand in hand with our target of a 50% meat-free menu by 2030, as well as our commitment to sustainability and responsible business. We can’t think of a more fitting way to re-launch our new-look flagship in Leicester Square.”
The restaurant chain has committed to reducing emissions including those from purchased goods and services, capital distribution and waste generated in operations and franchises.
