Vegetarian by default

When you order a burger, you usually expect to receive a meat patty – but Burger King Austria has set out to change that. In July 2022, the company launched a campaign called ‘Normal or with meat?’, making plant-based burgers the default option on its menus. The fast-food chain now has a plant-based version of almost every item and customers have to explicitly say if they would prefer the meat-based version.

In the United States, coffee chain Blue Bottle has made a similar shift. In 2021, it tested an oat-milk default at its West Coast locations, so if customers order a latte without specifying a milk preference, it’s made with oat milk rather than cow’s milk. Based on the overwhelmingly positive results, Blue Bottle has expanded its oat milk default nationwide.