How PLNT Burger Aims to Turn the Masses Onto Fake Meat

The plant-based restaurant chain plans to have 30 locations by the end of 2023

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If today’s plant-based food alternatives—which often look, feel and taste like the items they’re designed to mimic—were the public’s first introduction to the category, companies might have an easier time selling them.

But it didn’t happen this way. Instead, many Americans encountered earlier versions of fake meat as children and didn’t enjoy the experience.

“We’re starting at a deficit,” said Seth Goldman, co-founder of plant-based quick-serve restaurant chain PLNT Burger. “Most people’s memories of veggie burgers is that squishy, mealy, crumbly product.”

To surpass this negative feeling some consumers have for meat substitutes, Goldman teamed up with fellow co-founder and celebrity chef Spike Mendelsohn to serve delicious plant-based burgers in a style and setting the nation fully embraces: fast-food.




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