Lord of the Fries' Original burger
FEATURE // Vegan
Mooving on Plant-based meat analogues seem to have come out of nowhere, but they’re here to stay. WORDS Madeline Woolway
THIS COUNTRY HAS a reputation: we’re a nation
On the burger front, Lord of the Fries has six
of meat-eaters. While the statement still holds true,
variations and all but one is filled with a meat
A 2019 Food Frontier
According to data released by Roy Morgan in 2019,
when their kitchens started rolling out Beyond Meat
Foods report found
the percentage is creeping in the opposite direction. 2.5 million people in Australia have an all or almost all vegetarian diet. That’s 12.1 per cent of the
population. Compared to 11.2 per cent in 2016 and 9.7 per cent in 2012, it’s a significant boost to the number of plant-eaters.
Unsurprisingly, plant-based dining is making its mark
analogue. Venues saw an unmistakable rise in sales
burgers in 2018. “We were the first with Beyond [in Australia] and we were told no one else sells more
Beyond outside of America than us,” says co-founder Mark Koronczyk. “When we had exclusivity, there was a real spike in business.”
The brand is hoping for the same effect when it
on all sectors of the industry from cafés to fine diners.
introduces the Impossible Foods burger — also an
their tune. It’s a trend facilitated by demand and an
products,” says Koronczyk. “To offer them both in
Even quick-service restaurants and pubs are changing increase in availability of meat analogues (think beeflike patties, faux chick’n nuggets and phish).
Hospitality talks to fast-casual vegan pioneers
Lord of the Fries (LOTF) and leading pub group
Australian Venue Co. (AVC) about their strategy for capitalising on the growing market.
Demand for plant-based meat analogues is soaring.
After launching as a fries-focused food van in 2004, Melbourne brand Lord of the Fries has seen rapid
growth in recent years. The company has expanded across Australia and into New Zealand, going from one store to 30 in 16 years. 26 | Hospitality
exclusive — this winter. “They’re two very different
and Life Health
60% of Australians have tried or are interested in trying plant-based meat analogues.
one place is really cool.”
A few years ago, it’s a position most chefs and
Emerging beef
Christian Abbott, executive chef of the Middle
currently account
business owners wouldn’t have dreamed of. For Park Hotel in Melbourne, demand is no longer the
main problem. The Albert Park venue was the first
Australian Venue Co. kitchen to start serving Beyond Meat burgers and the decision is paying off.
“It’s been quite an even split against normal
burgers,” says Abbott. “I was genuinely shocked
because the Middle Park typically does steaks and hanging kebabs.”
substitutes for less than
1%
of Australia’s meat market (Food Frontier).
