How the rise of 'flexitarians' is powering plant-based foods
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Illustration by Andrea D’Aquino
At first blush, White Castle and vegetarians hardly go together like Harold and Kumar. But marketing at the hamburger chain was actually run by a vegetarian for an entire year. Chief Marketing Officer Kim Bartley embraced the plant lifestyle as a way to get a better handle on how the fast-feeder, long known for its ground-beef sliders, could adapt to a world where people are shunning meat more often, even if they’re not completely giving it up. Bartley says her year as a vegetarian (she went back to eating meat in February 2018) was eye-opening. “I was able to see a customer in a very different light,” she says. “I observed and experienced how hard it is, especially in fast-food restaurants, to have an option that wasn’t basically the same thing all the time.”
Adding variety has emerged as a major trend at restaurants and the larger food industry, as brands seek loyalty from a growing number of “flexitarians,” those who have strong vegetarian tendencies but also mix in meat or fish on occasion.
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