The plant-based fast food movement has grown rapidly in recent years, and celebrity endorsements have played a significant role in accelerating its popularity. While plant-based eating was once a niche market, it’s now firmly embedded in mainstream culture, thanks in part to high-profile partnerships between celebrities and major food chains. These collaborations have done more than boost visibility—they’ve helped shape public perception, increase trial rates, and align plant-based products with lifestyle and identity.
One of the most high-profile partnerships in this space was between Snoop Dogg and Dunkin’, where the rapper helped promote the Beyond Sausage Sandwich. The collaboration included a limited-time menu item called the Beyond D-O-Double G Sandwich, which featured the plant-based patty inside a glazed donut. Though it was offered for a short period, the campaign drew significant media attention and introduced Dunkin’s plant-based offerings to a wider audience. While the Beyond Sausage has since been pulled from many Dunkin’ menus in the U.S., the promotion marked a moment when plant-based fast food entered pop culture in a major way. Dunkin’ remains a Fluz merchant, making it easier for curious customers to try new items while earning cashback on their orders.
Another major player in the celebrity-plant-based equation is Travis Barker, who collaborated with Crossroads Kitchenand Monty’s Good Burger, two California-based plant-based fast casual brands. Barker, a longtime vegan, has leveraged his influence to promote cruelty-free eating as part of his lifestyle brand. While these restaurants don’t operate on the same scale as traditional fast food chains, the visibility generated by celebrity involvement has helped bring plant-based dining to younger, trend-conscious audiences who may not otherwise seek out vegan meals.
Kevin Hart took things a step further by launching his own plant-based fast food brand, Hart House. Opened in Los Angeles in 2022, Hart House offers burgers, fries, shakes, and sandwiches—all made from plant-based ingredients. Unlike celebrity endorsements with existing chains, Hart’s investment in launching an entirely new brand signals a deeper commitment to changing the fast food landscape. In interviews, Hart has positioned Hart House not as a niche health food destination, but as a full-fledged competitor to traditional fast food, aiming to serve affordable, sustainable meals to the masses. Though Hart House is currently regional, its expansion plans reflect the growing viability of plant-based fast food on a national scale.
In the UK, Lewis Hamilton partnered with plant-based chain Neat Burger, which offers a full menu of vegan burgers, hot dogs, and shakes. The Formula 1 driver has spoken extensively about how switching to a plant-based diet improved his health and environmental outlook. Neat Burger has positioned itself as a forward-thinking brand with global ambitions, and Hamilton’s name has helped build credibility among both vegan and mainstream audiences.
While celebrity collaborations undoubtedly create buzz, the question remains: do they actually shift consumer behavior in a lasting way? The answer is mixed. According to a study by Morning Consult, celebrity endorsements can improve brand visibility and influence young consumers, particularly Gen Z and millennials. However, authenticity matters. Campaigns that feel forced or short-lived may generate awareness without long-term loyalty. On the other hand, celebrities who maintain a consistent personal commitment to plant-based living—such as Kevin Hart or Lewis Hamilton—are more likely to influence sustained changes in consumer perception and behavior.
There’s also a fine line between effective marketing and bandwagoning. Some chains have introduced plant-based options with considerable fanfare, only to quietly remove them months later due to low sales or supply chain issues. These missteps suggest that a successful plant-based campaign requires more than a famous face. It requires a product that delivers on taste, value, and accessibility, backed by a brand committed to innovation and sustainability.
At chains like Chipotle and Panera Bread, which are Fluz merchants, plant-based menu development appears more integrated into long-term strategy than driven by celebrity hype. Chipotle’s Sofritas and Panera’s plant-forward bowls and soups offer consistent, customizable options that cater to a range of dietary preferences. While these brands may not rely on celebrity endorsements to drive sales, their steady investment in plant-based innovation suggests a deeper alignment with consumer values and food trends.
Ultimately, celebrity influence can be a powerful tool for driving awareness of plant-based fast food, especially among younger audiences. But for plant-based offerings to succeed, they need to be more than trendy—they need to be craveable, convenient, and accessible. When celebrities lend their voices to brands that deliver on these promises, they do more than promote a product. They help normalize plant-based eating as part of everyday life.
