In July, UK burger chain Honest Burgers added the vegan “bleeding” Beyond Burger from U.S.-based Beyond Meat to its Kings Cross restaurant menu in London for a trial period. If the test was successful, the chain said the burger would launch in all 26 of its locations across the country.
Now, the burger is performing so well at the Kings Cross branch that Honest Burgers is struggling to keep up with the demand. According to one spokesperson, there is simply not enough of the Beyond Burger in the UK to supply all Honest Burgers restaurants at this time, however, there is hope this could change in the future.
As well as Honest Burgers, 350 Tesco locations are now stocking the Beyond Burgers. Following the successful merchandising tactics in the U.S., the meaty vegan patty is being merchandised alongside fresh and frozen meat in the supermarket.
“The key for us is we don’t ever want to communicate we are exclusively for the plant-based community,” said the company’s board chairman Seth Goldman at the press event. “Sometimes being in the meat section can alienate someone who never goes in the meat section.”
The Honest Burgers and Tesco launches are part of Beyond Meat’s expansion plans which include distributing the Beyond Burger to at least fifty countries worldwide. Back in May, the company announced partnerships with distributors in Europe, as well as in countries including UAE, Taiwan, South Africa, Canada, and Mexico.
“Reflecting rapid demand growth in the United States and sustained interest from international markets, we’ve taken steps to significantly increase our production capacity,” founder and CEO of Beyond Meat, Ethan Brown, said in a statement. “These additions make it possible for us to support international launches, building upon the successful 2017 introduction of the Beyond Burger in Hong Kong.”
It’s not just Londoners who approve of the Beyond Burger. Actor, activist, and environmentalist Leonardo DiCaprio recently shared an article about the company on Facebook and captioned the post “Proud to be an investor in Beyond Meat, pioneering the future of protein.”