This overview looks at the way fast food chains, long criticized for their impact on deforestation and the welfare conditions on supplier farms, are gradually expanding vegetarian options in Spain, a trend that remains slow and modest and is currently evident in only a handful of chains. A report from the food awareness organization ProVeg International notes that only three chains analyzed offer veggie meals in Spain, namely Subway, Domino’s, and Burger King. Across all the countries studied, there is a clear rise in plant-based offerings in these restaurants.
The growth of the vegetable food market is visible in the data. The market for plant-based meat alternatives is expected to double over the next five years, rising from 7.9 billion dollars in 2022 to 15.7 billion in 2025 and reaching 78.95 billion by 2028. In Spain, the sector is forecast to surpass one billion euros by 2026, nearly doubling the level seen in 2020.
The report covers not only Spain but also eight additional countries to provide a broader picture of how fast food chains are embracing vegetables both within and beyond Europe, including Germany, Belgium, the Czech Republic, the United States, the Netherlands, Poland, the United Kingdom, and South Africa.
In Spain, Metro ranked first with roughly 15% of main courses, sides, and desserts offering all-vegetable options. The presentation of plant-based dishes on the menu stands out, with inventive names such as TLC Teriyaki that avoid labeling them as vegetarian or meatless, a tactic that helps them appeal to a broad audience.
Domino’s Spain introduced three vegan pizzas in late 2022. With these additions, plant-based choices account for about 14% of their main courses.
Compared with these two chains, Burger King Spain offers only a 100% vegetable main course option, the Vegetable Nuggets, which make up around 3% of the main dishes. The menu language around these nuggets emphasizes a positive tone, describing them as vegetables for a lifetime with a flavor many customers already love.
“It is encouraging to see how eco-friendly fast food has become, a shift from the traditional focus on animal meat,” commented Josh Bisig, ProVeg project manager. “We reviewed 43 menus from nine countries, and twenty-two of them offered at least one vegetable option. That is promising, but there is still substantial room for improvement.”
McDonald’s and KFC in Spain have been slower to introduce vegetarian options. They remain behind the curve, with limited or no plant-based plates on their menus. Verónica Larco, communications director for ProVeg Spain, says there is significant demand from international markets for Spain to catch up and offer similar plant-based launches locally. This is why the organization urges these chains to bring new plant-based products to the Spanish market as well.
Normalize vegetable options
Recent moves by the major five chains to promote plant-based menus include Germany-based McDonald’s launching a vegan McFlurry in 2022 and Pizza Hut UK introducing vegan Violife cheese across its locations that same year.
“When fast food chains reach millions of people, they play a key role in standardizing a more planet-friendly diet. The best route is to make plant-based options more accessible, palatable, and affordable,” noted Bisig.
While some chains have outpaced others, ProVeg’s conclusion is clear: all companies should focus on improving menus in two core ways—by increasing plant-based options and by implementing strategies that guide consumers toward choosing plant-based products.
Report Suggestions
The report outlines a sequence of best practices to encourage greater plant-based consumption:
- The default menu should emphasize vegetables.
- Animal-based options should be replaced with plant-based options rather than simply added.
- Vegetable options should be integrated into the main menus and repeated in a dedicated plant-based section.
- When naming items, focus on culinary themes, sensory experiences, or brand identity while minimizing terms like vegetarian or vegan.
- ProVeg advises fast food partners to explore alliances with food manufacturers and retailers who are expanding in this market as demand grows.
According to the report, plant-based brands will extend their influence through collaboration with suitable outlets and distributors.
Full report available through ProVeg International, 2023, in a summarized format for policy and industry stakeholders. A formal citation is provided by the organization.
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Note: contact details for ProVeg Spain are not reproduced here.