- Beyond Meat is building the capabilities to create unique plant-based "meat" products for every fast-food chain possible, from fried chicken to meatballs.
- "I can't remember when we've ever said no" to a chain's idea for a new menu item, Beyond Meat's chief growth officer, Chuck Muth, recently told Business Insider.
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Beyond Meat has made a name for itself with its willingness to push the limits of plant-based fast food.
From McDonald's P.L.T to Subway's plant-based meatball sub to KFC's fried "chicken," the company has crafted a number of new menu items in partnership with chains over the last few years. According to Beyond Meat's chief growth officer, Chuck Muth, these partnerships are a major part of Beyond's growth plan for the future.
Muth says that part of winning over fast-food chains as partners is being able to help them create the menu item they want.
"We we don't like saying no, and I can't remember when we've ever said no," Muth told Business Insider in November.
While Muth says Beyond Meat would decline to produce a product that doesn't meet expectations, the company is doing everything it can to have the capability to fulfill chains' every demand.
"These large QSRs want something that is unique and special that also reflects their culinary direction," Muth said.
"That's where our capabilities come in," Muth added. "We have the capabilities here of customizing items that work. And that's part of the entrepreneur scrappiness. It's not a one-size-fits-all."
Every chain is matched with a corresponding team at Beyond Meat, which has built out its development lab to include a space adjusted to replicate the kitchens of all of its partners. Since Carl's Jr. charbroils its burgers, for example, Beyond Meat is now equipped with charbroilers to properly develop plant-based versions.
At the same time, speed is crucial. Muth says creating a new burger for Carl's Jr. took about four months. According to a KFC source, Beyond was able to go from presenting a potential menu item to creating the Beyond Fried Chicken Version 1.0, which was served in Atlanta, in just four weeks.
These new plant-based products are based on the tastes and preferences of different customers. But, they also give Beyond fans a reason to visit a specific chain and avoid Beyond burnout.
"To not be commoditized as a brand, you have to have uniqueness with each restaurant," Muth said. "If you can buy the same Beyond Burger at every one of the restaurants, how is that special for that restaurant?"