Restaurant chain TGI Fridays - which serves the plant-based Beyond Burger in almost 500 of its outlets - has announced a new veg-friendly initiative.
The brand has partnered up with Meatless Mondays in a drive to create more 'innovative' meat-free options.
TGI Fridays has said its partnership with the nonprofit public health organization shows its 'commitment to offering plant-based options'.
According to a spokesperson: "To build on the momentum of TGI Fridays and Beyond Meat partnership, the restaurant chain is leveraging the global popularity of Meatless Monday by joining forces with The Monday Campaigns.
"Collaboration includes ongoing promotional activities online, through Facebook and other social media services.
"Through Meatless Monday promotions, TGI Fridays has the potential of drawing diverse consumers to the meat-centric chain."
Polling has shown consumer demand for restaurants and eaterys to participate in Meatless Mondays.
A 2017 survey of 1,000 respondents, conducted by DDG Research for The Monday Campaigns, revealed that 29 percent would like to see Meatless Monday at fast-food/quick service restaurants, with 27 percent opting for sit-down restaurants.
An earlier survey conducted in 2015 by The Monday Campaigns through Survey Monkey, showed that Meatless Monday promotions encourage diners to eat at local restaurants.
David Spirito, Executive Culinary Director for TGI Fridays, said: "Appealing to a more food-forward consumer is a key priority for Fridays in 2018.
"In answering guests' demand for nutritional menu items that fit their lifestyle needs, we saw an opportunity to introduce newly expanded options like plant-based protein.
"With Beyond Burger, diners will have a sensory experience of a traditional burger without sacrificing taste."
Dana Smith, Meatless Monday Campaign Director, added: "We're excited that TGI Fridays, an iconic global restaurant brand, is leveraging Monday as a day to attract consumers to try Beyond Burger and Fridays' other plant-based selections, without taking meat off their menu.
"Our research shows that choosing meatless options, even one day a week, can help make a difference in our personal health and the health of our planet."