Beyond Meat Executive Chairman Seth Goldman has told media outlet Food Navigator that an estimated 70 percent of Beyond Burger consumers are not vegetarian or vegan.
He said the product has been highly publicized in the last year - which has has a positive knock-on impact on sales of the brand's other products.
Since its launch, the product has been aimed at omnivores and flexitarians, being sold in the meat aisle alongside traditional beef.
Beyond Meat Founder Ethan Brown told PBN: "From the beginning and right up to today, the idea has been that we want to be part of the mainstream discussion in terms of protein at the centre of the plate.
"We don't want to be a niche product.
"We want to get out of the meat alternative case where almost no mainstream consumer shops."
PBN interviews Beyond Meat Founder Ethan Brown
The burger recently launched in around 450 branches of TGI Friday's across the States - making it more easily available to thousands of consumers.
Brown said: "I could not be more pleased that an iconic global restaurant brand, TGI Fridays, is adding The Beyond Burger to their menu."
He added: "Consumer adoption of our plant-based meats is quickening month over month.
"Once people learn first-hand that they can enjoy the delicious upsides of meat while capturing the health and environmental benefits of plant-based eating, consistent use comes down to availability."
The company will be rolling out its plant-based sausage later this year.