Why Did Hardees Discontinue the Beyond Burger?
Fast food giants have faced significant challenges in recent years, with one prime example being the decision to discontinue the Beyond Burger at Hardees. Unlike other mainstream fast-food chains that have seen greater success with plant-based offerings, Hardees experienced a different outcome. This article delves into the reasons behind this decision and explores the broader context of the plant-based trend in fast food.
Low Sales and Consumer Interest
The primary factor leading to the discontinuation of the Beyond Burger at Hardees was its poor sales performance and lack of consumer interest. The plant-based burger was introduced in 2018 as part of a wider trend toward plant-based options in fast food, but it failed to gain significant traction in Hardees' market. This highlights the varying success rates of plant-based options across different fast-food chains.
Customer Preferences and Core Menu Items
In addition to low sales, Hardees focused on maintaining its core menu items and other promotional strategies that resonated more with their customer base. The decision to remove the Beyond Burger reflects the broader challenge faced by many fast-food chains to balance menu innovation with customer preferences. Those promotional strategies that appeal to core menu items, such as the Burger King's Impossible Whopper, have proven to be more successful.
Consumer Reactions and Taste Perception
Consumers have generally shown a lukewarm or negative reaction to the Beyond Burger and similar plant-based offerings. For instance, the Carl's Jr./Hardee's Beyond Burger initially piqued curiosity but did not justify repeat purchases. Many found that these plant-based burgers were too expensive and had a bland taste. The Burger King's Impossible Whopper, for example, was deemed too lacking in authentic hamburger taste.
Market Trends and Competitor Performance
Hardees' struggle with the Beyond Burger is also reflected in their overall market performance. Across the board, Hardees stores in many locations have experienced a decline in traffic and positive reviews. Despite attempts at innovation, these efforts often fell behind competitors in taste and value. For example, places like Taco Bell have outperformed Hardees in terms of consumer satisfaction and market presence, even for meals that are generally considered inferior.
Customer Experiences and Restaurant Closures
A firsthand account of a customer experience with a Hardees restaurant shows a typical scenario of low-interest and poor-quality food. A visit to a recently opened Hardees store revealed that most locations had already shut down due to a lack of traffic. The restaurant was not only unattractive to customers but also expensive and not particularly tasty. A visit during a busy lunch hour, despite the expected rush of customers, found the store nearly empty, with only a homeless person and the author as patrons.
Many customers have reported that they turn to such establishments for a real burger experience, one that cannot be replicated by overpriced fake meat alternatives. The lack of appeal of the Beyond Burger suggests that it did not meet the standards of quality and taste that fast-food consumers demand.
Conclusion
The discontinuation of the Beyond Burger at Hardees underscores the challenges many fast-food chains face in balancing innovation with customer satisfaction. It serves as a reminder that not every plant-based option is a winner in the fast-food market and that aligning with consumer preferences is crucial for success.