Veganuary Fast Food: How the Quick‑Serve World Is Going (Plant) Green
Introduction
Every January, a green wave sweeps through the fast-food industry. Branded as Veganuary fast food, this trend sees beloved fast-food chains unveiling plant-based offerings that are as convenient as they are compassionate. From vegan burgers at global giants to entirely plant-based fast-casual chains, the fast-food landscape is shifting. In this article, we uncover how Veganuary fast food is transforming menus, driving innovation, and influencing consumer behavior worldwide.
1. Veganuary Fast Food: More Than a January Flirt
Veganuary, propelled in 2014, energizes individuals to attempt veganism for the month of January. Cooperation has soared—from fair 3,300 in its inaugural year to a amazing 25.8 million in 2025 WikipediaFoodNavigator.com. Retailers and restaurants quickly caught on: what began as a limited-time trend is now firmly planted in both menus and consumer minds The Guardian.
2. Fast Food Chains Lean In: Veganuary Fast Food in Action
Global Chains Embrace the Green Rush
- McDonald’s McPlant
In the UK and Ireland, McPlant is now widespread—a vegan burger made with Beyond Meat, vegan cheese and sauce, recognized by the Vegetarian Society and named “best vegan burger” by PETA UK Business InsiderBusiness Insider. - KFC’s Vegan Burger
KFC UK introduced the “Original Recipe Vegan Burger” featuring a Quorn patty with their signature herbs and spices—now a mainstay in most outlets, though fries remain cooked alongside meat products Business Insider. Previously, KFC reported selling one vegan burger every three seconds during Veganuary—a testament to demand Vegconomist. - Burger King’s Plant-Based Range
Burger King UK offers the Plant-Based Whopper and vegan nuggets, although the Whopper is labeled as plant-based, not vegan, due to shared cooking equipment Business InsiderBusiness InsiderVeganuary. - Papa John’s Vegan Pizzas
Veganuary motivated modern menu things like Jackfruit Pepperoni, Veggie lover Works, and Sizzling American Hot Jackfruit, with a few (like Vegetarian Works) staying around well past January Viva! – the veggie lover trailblazersOne Green PlanetVeganuary. - Subway’s Extended Veggie lover Offerings
- Tram propelled the Meatless Meatball Marinara and T.L.C. (Tastes Like Chicken) and T.L.S. (Tastes Like Steak)—part of a broader thrust into plant-based sandwiches, wraps, and indeed treats Veggie lover Nourishment & LivingBusiness InsiderBusiness Insider.
- Pizza Hut’s Pepperphoni
Their vegan Pepperphoni pizza, made with pea protein and vegan cheese (Violife partnership), gained traction in January, earning a permanent spot due to popularity Viva! – the vegan trailblazersVegconomistkerry.com. - Domino’s Peppero-NAY Pizza
A Veganuary-exclusive pepperoni-style vegan pizza featuring The Vegetarian Butcher’s plant-based pepperoni, served with vegan cheese and a garlic-and-herb dipping sauce Vegan Food & Living.
3. Plant-Based Fast Food Brands: Built Vegan from Day One
Outside of modifications to existing menus, entirely vegan fast-food chains are flourishing:
- Next Level Burger & Veggie Grill
Next Level Burger, based in Oregon, acquired Veggie Grill in 2024. They serve entirely plant-based burgers, fries, and milkshakes in multiple U.S. states Wikipedia+1. - Earth Burger
Established in San Antonio in 2014 and vegan-only since 2017, Soil Burger broke ground as the U.S.’s to begin with all-plant-based fast-food chain. It has investigated establishment extension and computerized conveyance frameworks Wikipedia. - VeganBurg
Established in 2010, VeganBurg was the first fast-casual, 100% plant-based burger brand, operating outlets in Singapore and California Wikipedia.
4. Why Veganuary Fast Food Works: Insights & Impacts
Consumer Trends & Market Forces
Health, environmental awareness, and ethics are driving the vegan surge. In 2025, about 25.8 million individuals globally participated in Veganuary—an indicator of sociocultural momentum FoodNavigator.comWikipedia.
Fast-food brands have responded. KFC’s vegan burger sold six times faster than other product launches during Veganuary kerry.com. Deliveroo saw a 78% jump in vegan orders between January 2019 and 2020 Vegconomist.
Business Strategy & Branding
Veganuary fast food isn’t just a trend—it’s strategic. Launching vegan lines at the start of a slow sales month helps brands attract health-conscious consumers. Studies show that introducing plant-based “limited-time offers” (LTOs) can boost brand appeal and allow experimentation with reduced consumer price sensitivity kerry.com.
Sustainability and Perception
Consumers increasingly associate plant-based options with sustainability, health, and quality—boosting brand equity. Pricing vegan items akin to meat-based dishes enhances profitability without sacrificing perception proveg.orgkerry.com.
5. Challenges & Controversies
Veganuary fast food hasn’t sailed smoothly. In 2020, the ASA banned Burger King’s ad for the “Rebel Whopper” for misleading claims about its vegan status, given cross-contamination risks and non-vegan mayo The Guardian.
Critics also argue that the rise of “fake meat and cheeze” overlooks vegetarians who prefer real veggie-based items, leading to frustration among those wanting simpler, cleaner plant meals The Times.
6. Around the World: Veganuary Fast Food Goes Global
In the UK, Greggs capitalized on Veganuary by bringing back the vegan Spicy Vegetable Curry Bake across all outlets in early 2025, alongside favorites like the vegan sausage roll and glazed ring doughnut The Sun.
U.S. vegan fast-food chains like Earth Burger and Next Level Burger highlight that plant-based convenience isn’t just a seasonal niche—it’s a growing segment.
Conclusion
Veganuary fast food has evolved into a formidable force—shaping fast-food menus, influencing consumer behavior, and pushing fast-food chains toward plant-based innovation year-round. Whether through special limited-time dishes or all-vegan brands, plant-based fast food is quickly becoming a mainstream staple.
As more chains embrace Veganuary-inspired offerings—even outside of January—the lines between ethical eating and fast food blur, paving the way for a more inclusive, sustainable future at the drive-thru counter.
