Fast food chains across the globe are doubling down on plant-based innovation in 2025, and it’s no longer a fringe trend. Vegan options, once limited to a few side salads and fries, have evolved into full-featured menu items driven by changing consumer preferences, sustainability demands, and competitive pressure. The question is no longer if fast food brands will offer vegan meals, but how far they’ll go to meet the growing demand.
Industry data confirms the shift. According to a report by Bloomberg Intelligence, the global plant-based food market is projected to reach $162 billion by 2030, up from $29.4 billion in 2020. Closer to home, SPINS retail data shows that U.S. plant-based food sales continue to outperform many conventional categories, even amid inflation. Fast food giants are paying attention, responding with test menus, limited-time offerings, and regional rollouts that cater to plant-curious consumers and lifelong vegans alike.
Burger King has been a leader in this space, having first introduced the Impossible Whopper in 2019. In 2025, the company is expanding its test of fully plant-based restaurants, following successful pilots in Europe and South America. In Austria, all Burger King locations have introduced a “100% plant-based if you want it” model, where customers are prompted to opt into meat rather than the other way around—a subtle but impactful behavioral nudge toward sustainability.
Taco Bell continues its partnership with Beyond Meat in 2025, running nationwide tests of vegan Crunchwraps and a plant-based carne asada. While some of these trials have been limited to select markets, Taco Bell’s “Veggie Mode” ordering feature—available on in-store kiosks—streamlines the process for customers looking to go meatless. This level of customization is essential for younger consumers, particularly Gen Z, who are leading the charge toward conscious consumption.
Shake Shack is also entering the vegan space more aggressively this year, building on previous test runs of a vegan chocolate shake and dairy-free frozen custard made in partnership with NotCo. Its new plant-based chicken sandwich, available at select urban locations, is a step toward diversifying its offerings for flexitarians and fully vegan customers alike.
Even fast food breakfast is getting a plant-based refresh. Starbucks, a longtime advocate of dairy-free milk alternatives, continues to expand its breakfast sandwich testing using Impossible Sausage. While some of these menu items still contain eggs and cheese, the introduction of customizable plant-based builds signals that the brand is adapting to changing consumer habits.
This shift is largely driven by Gen Z, a demographic that places strong value on ethics, sustainability, and personal health. According to a report from First Insight and the Wharton School, Gen Z consumers are more likely than any other generation to make purchasing decisions based on environmental and social impact. For fast food chains hoping to build long-term brand loyalty, vegan menu innovation isn’t just about variety—it’s about staying culturally relevant.
In addition to ethical concerns, fast food customers are increasingly interested in cleaner ingredient lists and lower environmental footprints. Pea protein, soy-based alternatives, and mushroom blends are gaining popularity as brands try to balance taste with nutrition and sustainability. For example, Carl’s Jr. and Hardee’s continue to promote the Beyond Famous Star and Beyond Thickburger, both built around the Beyond Meat patty that uses fewer natural resources than beef.
Looking ahead, several fast food brands are exploring more ambitious concepts, including all-vegan ghost kitchens and fully plant-based menu days. While not all of these trials will scale nationally, they demonstrate a clear intent to future-proof menus and engage with a wider range of dietary lifestyles.
Vegan fast food is no longer a novelty—it’s a strategic imperative. From test markets to full rollouts, 2025 is shaping up to be a breakthrough year for plant-based dining at quick-service restaurants. As consumer interest continues to grow and major chains respond with innovation, convenience and sustainability are becoming synonymous with modern fast food.
