The evolution of consumer tastes and an increasing trend toward plant-based diets, especially among millennials, have adversely affected chicken and burger restaurants in the United Kingdom, according to a new research report by Market Research Hub. Meat-based chains are now investing in portfolio diversification, specifically focusing on upgrading their vegetarian options in an attempt to thwart competition with meatless market entrants. “The biggest threat to the popularity of burger and chicken is the trend of consumers cutting back on eating meat,” the report said. “This is being driven by younger millennials who have either adopted a full-time vegan lifestyle or are simply eating more plant-based dishes. Operators now need to tackle this issue by offering consumers more varied choice, including vegan burgers.” Fast-food chain Kentucky Fried Chicken, for one, plans to launch meat-free chicken at locations in the UK in 2019.

Photo courtesy of Temple of Seitan 

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