A KFC restaurant in Rotterdam went completely meat-free this week, in what has been described as a ‘historic’ moment for the fast-food chain, with all options at the branch being replaced with veggie alternatives from 9-15 March.
Rotterdam KFC goes meat-free for a week
The KFC restaurant on the Binnenwegplein in Rotterdam is a worldwide first: during the Netherlands annual ‘National Week Without Meat’, this KFC is completely chicken-free. And from that week (9-15 March) the vegetarian burger will be permanently on the menu in all Dutch branches.
All options at KFC on the Binnenwegplein have been replaced with veggie alternatives this week
A chicken restaurant is not the first place you think of if you want to eat something as a vegetarian, but a KFC restaurant in Rotterdam has gone meat-free for a week, in what has been described as a ‘historic’ moment for the fast-food chain.
All options at KFC on the Binnenwegplein have been replaced with veggie alternatives during 9—15 March. The switch is being made to highlight ‘National Week Without Meat’ – an annual campaign in the Netherlands which launched in 2018, and aims to highlight the positive impact eating less meat has on people, animals, and the environment.
The new meat-free burger – the Chickenless Chicken Burger – will launch in all Dutch KFC outlets from 9 March. The sandwich features a breaded Quorn patty flavoured with the chain’s trademark 11 herbs and spices.
A step forward, but not without controversy
KFC is one of many major chains to add a vegan burger to its menu in a bid to meet growing demand for plant-based alternatives, and vegan organisation ProVeg UK believes that “the full vegetarian week could be a signal of intent of KFC’s position in the shifting food industry.”
Speaking about the decision in a statement sent to Vegan Food & Living, Philip Mansbridge, Executive Director of ProVeg UK, said “For a branch of KFC to go 100% meat-free for a full week is nothing short of pioneering. We are seeing a glimpse into the future of fast food right here.
“This is a landmark moment, showing the industry’s need and willingness to adapt to changing consumer preferences for tastes towards healthier and more sustainable foods. Public awareness around the environmental and health consequences of eating meat is growing fast. This branch of KFC is listening, and it sends a very powerful message.”
However, while this is a great step forward when someone as significant as they are in the sector starts promoting meat-free meals—and KFC has garnered considerable support from the vegan and veggie communities for doing so—it has also divided opinion.
A recent survey carried out by magazine Vegan Food & Living revealed that 57% of respondents ‘would never eat at KFC, even if there were more vegan options’.
"You’re still putting money into the coffers of company that makes its primary source of money off of the slaughter of a specific animal…this is just a marketing ploy," one social media user said talking about the chain releasing animal-free options.
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