A branch of KFC is to go meat-free for an entire week (yes, you did read that correctly!).
The store, in Rotterdam, is set to replace all chicken with Quorn for seven days in what is understood to be an unprecedented move.
The decision was taken by KFC Netherlands in order to celebrate the country’s ‘Week Without Meat’ campaign, which takes place between 9-15 March.
KFC is one of the many major chains to add a vegan burger to its menu in a bid to meet growing demand for plant-based alternatives.
While going fully vegetarian for a week is unlikely to become a permanent thing, it does signal a shift in stance as the food industry continues to evolve.
Philip Mansbridge, executive director of ProVeg UK, believes the move is a major statement.
“For a branch of KFC to go 100% meat-free for a full week is nothing short of pioneering. We are seeing a glimpse into the future of fast food right here.
“This is a landmark moment, showing the industry’s need and willingness to adapt to changing consumer preferences for tastes towards healthier and more sustainable foods.
“Public awareness around the environmental and health consequences of eating meat is growing fast. This branch of KFC is listening, and it sends a very powerful message.”