FPP Amsterdam Speaker Spotlight: Daniel Polte, Senior Manager, Corporate Affairs & Sustainability, Burger King Deutschland

Quick-service restaurants can play a significant role in bringing alternative proteins into the mainstream. Daniel Polte, one of +100 speakers at The Future of Protein Production Amsterdam on 23/24 October, shares his experiences of the pioneering work being conducted at Burger King Germany

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Today a plant-based Whopper; tomorrow a cultivated beef one? According to Daniel Polte, Senior Manager, Corporate Affairs & Sustainability at Burger King Germany, given the burger giant’s leading efforts in alternative options so far, that scenario certainly isn’t out of the question. “Burger King Germany is currently the leading quick-service restaurant (QSR) for plant-based products in Germany, offering almost all burgers with a plant-based patty as well as a meat one,” explains Polte. “Following the launch of the plant-based Whopper in 2019, the world-first plant-based Burger King restaurant in Cologne in 2021 was a decisive moment for the brand, and the industry. We have shown to all stakeholders – internal and external – that there is a huge group in Germany that is very curious to try meatless burgers.”

Polte reports that such initial success stories have created a snowball effect that enabled the Burger King team to push for more alternative products in its portfolio, and to invest in their development as well as their marketing. “Once we were convinced that the taste of our plant-based options was great, we made them available in all restaurants in Germany,” he notes. “Since then, we’ve gone a significant step further: earlier in 2024, we reduced the price of our plant-based products and now offer them cheaper than their meat alternatives.”

Obviously, Burger King is a business and not all of these efforts are altruistic: it’s in the interest of the bottom line if the company can encourage people across the spectrum of food and lifestyle choices into its restaurants. “With our marketing campaigns and initiatives such as lowering costs, we lower the barrier for traditional burger lovers to test plant-based options as well as allowing friends and families that have diverse eating habits to enjoy a meal together,” Polte confirms.

We are very outspoken about our plant-based products, and we provide a great variety of options, which is still not common in this sector – and we provide them in all our restaurants

Comms strategy

The company’s inclusive approach is reflected in its marketing and communications strategies, which Polte says are all about offering the customer the ability to choose from a range of options to best meet their needs. “Our guests can decide themselves if they want their burgers with or without meat,” says Polte. “But we are very outspoken about our plant-based products, and we provide a great variety of options, which is still not common in this sector – and we provide them in all our restaurants. This means that our guests are always in touch with plant-based communications, especially as they are now asked if they want their burgers with a plant-based patty.”

What about consumer education on alternative proteins in general? “We are not the brand that educates people,” Polte says. “We want to offer choice and make people curious about our food innovations – meatless or not,” states Polte. “We know that there is much skepticism about plant-based products, and unfortunately, some stakeholders are pushing against them. Our job is simply to provide great-tasting innovations and communicate them in a fun and clear way.”

We know that there is much skepticism about plant-based products, and unfortunately, some stakeholders are pushing against them. Our job is simply to provide great-tasting innovations and communicate them in a fun and clear way

Behind the scenes, though, Polte says that Burger King is convinced that there is a big market for plant-based products. “In Germany, around 8-10% of people are vegans and vegetarians, while 50% are flexitarians willing to reduce their meat consumption. And from a market position, we are just one player – consider the potential if many other players embrace alternative proteins.”

Like many in this industry, Polte feels that partnerships between stakeholders with similar goals can deliver benefits for all. “For instance, together with The Vegetarian Butcher, we have a strong partnership that fosters innovative and high-quality products. This long-term partnership also helps to mitigate the market fluctuations,” he observes.

Much as Polte celebrates the progress thus far, he reports that the Burger King team is also very much looking forward to a number of forthcoming innovations. “There are still some items in our portfolio, such as bacon, cheese or dairy products, that are awaiting their plant-based revolution. At the same time, we are looking at other tasty burger and snack options, too. I predict that our upcoming announcements in the next few months will make many people happy.”

Daniel will be taking part in a panel discussion, From niche to staple: How restaurants and retailers are accelerating alternative protein adoption, on 24 October 2024 at The Future of Protein Production Amsterdam. Book your place today to hear another 100 speakers, network with +400 industry leaders, and visit the exhibition stands of more than 40 participating companies