In response to the expansion of the plant-based meat industry, Arby’s recently launched meat-based plants.
The large fast-food chain has introduced a meat-based plant option– which it calls a “megetable”– which is made of turkey but has a similar look and taste to a carrot. The development of ‘megetables’ is part of the brand’s new marketing scheme to reinforce its slogan: “We have the meats.”
According to Arby’s Executive Chef Neville Craw, the ‘marrot’ was a display of the brand’s decision to stay true to its pro-meat views. The ‘marrot’ was developed by Chef Craw and his sous-chef Thomas Kippelen.
As a strongly pro-meat entity, the fast-food chain has plainly expressed its opposition to the plant-based meat alternative industry. In fact, in a recent statement made in May, the company said, “Arby’s is not one of the restaurant companies interested in working with Impossible Foods.” Brand executives continued, “The chances we will bring plant-based menu items to our restaurants, now or in the future, are absolutely impossible.”
In a bit of a playful bout, Arby’s is creating ‘megetables’ as a direct response to the booming plant-based industry. In a statement by Head of Marketing Jim Taylor, he said, “Universally, people know we're supposed to eat vegetables every day. But 90 percent of Americans don't eat the recommended amount. So we said if others can make meat out of vegetables, why can't we make vegetables out of meat?"
Currently, the ‘megetable’ is only a concept created in Arby’s test kitchen. However, if public response is positive, the company may decide to bring it to the market as an available menu item.