Fast-food chains adopt distinct strategies for meatless menu items.
Carl’s Jr. has expanded its vegetarian offerings with a new sandwich: The Fried Zucchini Star. This sandwich features the chain’s fried zucchini, paired with American cheese, lettuce, tomato, sliced onion, dill pickles, mayonnaise, and a “special sauce,” all served on a seeded bun.
Based in Franklin, Tennessee, Carl’s Jr., a subsidiary of CKE Restaurants, launched the Fried Zucchini Star on National Zucchini Day, August 8. The sandwich is available at a special price of $4 for members of Carl’s Jr.’s My Rewards loyalty program until August 11. After that, it will be priced around $5.79 and will remain on the menu indefinitely. Although listed online and in the app, it will be considered a “secret item” when ordered in restaurants, according to a company spokesperson.
The Fried Zucchini Star was developed by Carl’s Jr. crew members and mirrors the build of the chain’s Famous Star burger, substituting the beef patty with fried zucchini.
Carl’s Jr. has been a leader in offering meatless options among quick-service chains. In early 2019, it teamed up with Beyond Meat to introduce the Beyond Famous Star. However, that item was removed from the menu, with most locations phasing it out by April. CKE has not disclosed the reason for its removal, but a report by The Good Food Institute indicates that U.S. sales of plant-based meat alternatives dropped by 13% in dollar value and 26% in units sold between 2021 and 2023.
Restaurant operators have noted that while many customers are willing to try plant-based meats, fewer choose to repurchase them.
Meanwhile, Burger King, another early adopter of plant-based proteins, is actively promoting its Impossible Whopper. This sandwich, created in collaboration with Impossible Foods, debuted in 2019, just a few months after Carl’s Jr. launched the Beyond Famous Star.
In celebration of the Impossible Whopper’s fifth anniversary, Burger King, based in Miami and a subsidiary of Toronto-based Restaurant Brands International, has declared August 8 as Impossible Day. To mark the occasion, the chain is offering a free Impossible Whopper with any purchase of $3 or more. Additionally, members of Burger King’s Royal Perks loyalty program can redeem the Impossible Whopper for 550 Crowns instead of the usual 1,000 Crowns through August 11.
Burger King has also introduced an Impossible Whopper Words puzzle in its app, allowing users to win 50 Crowns by guessing the correct word.
A Burger King spokesperson shared the company’s commitment to providing options for all customers.
“Burger King is dedicated to letting guests ‘Have It Your Way,’ which includes offering a plant-based alternative for those who prefer to enjoy our flame-grilled flavor without the beef patty. We know the Impossible Whopper is a favorite among many BK guests, and we’re excited to celebrate five years of our partnership with Impossible.”