Wendy’s has partnered with Beyond Meat to introduce a new menu item, the Plant Burger, in Georgia. This launch marks a significant step for Beyond Meat as it focuses on expanding its presence in Europe.
The Plant Burger will be available at all 19 Wendy’s locations in Georgia starting Saturday, November 23. While it is not clear if the bun and mayonnaise are vegan, the burger will be offered for a limited time while supplies last. The collaboration was made possible by the Wissol Group, Wendy’s franchisee in the region, and Gastronome, which represents Beyond Meat in Georgia.
Hameed Jagani, Vice President of Global Strategic Partnerships at Beyond Meat, expressed excitement about the partnership. “We’re proud to be partnering with Wendy’s Georgia to introduce our plant-based meat to a new market,” he said. The Plant Burger features Beyond Meat’s signature beef patty topped with fresh lettuce, tomatoes, pickles, onions, ketchup, and mayonnaise.
Jagani emphasized that the Plant Burger offers the same taste and texture that customers expect from Wendy’s without any compromises. He added that this partnership aligns with Beyond Meat’s mission to make plant-based eating more accessible globally.
Samson Pkhakadze, president of the Wissol Group, noted that this collaboration reflects a shared commitment to food quality and corporate social responsibility. “Wendy’s Georgia and Beyond Meat are excited to provide more options for today’s conscious consumers,” he said. A recent survey indicated that six out of ten university students are interested in trying new plant-based foods.
Lika Shalikashvili from Gastronome highlighted Georgia’s significance as the first country to offer this product at Wendy’s. She expressed hope that this initiative would inspire similar projects worldwide.
The launch of the Plant Burger is part of Beyond Meat’s strategy to expand its reach in Europe. The company aims to increase its presence in the region, where demand for plant-based options is growing. This follows successful collaborations with other major fast-food chains like McDonald’s, which has introduced the McPlant burger in various European countries.
While Beyond Meat has faced challenges in some markets, including a decline in sales at certain fast-food partners, this new venture with Wendy’s could help boost its foodservice performance. By entering the Georgian market and offering a popular plant-based option, Beyond Meat aims to enhance its global sales and meet rising consumer demand for sustainable food choices.
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