TGI Fridays Launches Meatless Monday Promotion to Highlight Plant-based Options

The launch of Beyond Burger on Fridays menu signals innovation, appeals to today's diverse consumer tastes. Image: TGI Fridays, Twitter

NEW YORK -- TGI Fridays recently announced its partnership with plant-based trailblazer Beyond Meat. The partnership means that the restaurant chain is adding the revolutionary Beyond Burger to the menu at its 450+ U.S. locations nationwide. The Monday Campaigns, the nonprofit public health organization behind the Meatless Monday movement, lauds TGI Fridays commitment to innovation and reinvigorating current menu offerings.

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To build on the momentum of TGI Fridays and Beyond Meat partnership, the restaurant chain is leveraging the global popularity of Meatless Monday by joining forces with The Monday Campaigns. Collaboration includes ongoing promotional activities online, through Facebook and other social media services. Through Meatless Monday promotions, TGI Fridays has the potential of drawing diverse consumers to the meat-centric chain.

According to a 2017 survey of 1,000 respondents, conducted by DDG Research for The Monday Campaigns, 29 percent would like to see Meatless Monday at fast-food/quick service restaurants. Twenty-seven percent opted for sit-down restaurants. An earlier survey conducted in 2015 by The Monday Campaigns through Survey Monkey, showed that Meatless Monday promotions encourage diners to eat at local restaurants.

"Appealing to a more food-forward consumer is a key priority for Fridays in 2018," said David Spirito, executive culinary director for the chain. "In answering guests' demand for nutritional menu items that fit their lifestyle needs, we saw an opportunity to introduce newly expanded options like plant-based protein. With Beyond Burger, diners will have a sensory experience of a traditional burger without sacrificing taste."

Dana Smith, Meatless Monday campaign director, remarked, "We're excited that TGI Fridays, an iconic global restaurant brand, is leveraging Monday as a day to attract consumers to try Beyond Burger and Fridays' other plant-based selections, without taking meat off their menu. Our research shows that choosing meatless options, even one day a week, can help make a difference in our personal health and the health of our planet."

SOURCE Meatless Monday