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."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.