Your brand is built on catering to carnivores. Do you offer a vegan option to compete?
When Jamie Colvin, an Olympic gold medalist for shot-putting, launched Protein Power Plates, in 2013, he envisioned it as a macho alternative to salad bars and smoothie shops for the health-conscious.
In consultation with their head chef, Olga Gustafson, who had trained at the Culinary Institute of America, Mila was responsible for product development and marketing, including finding new menu items. And she did have a talent for trendspotting. Jamie had originally opposed her 2015 proposal to add dishes using ground bison, because it was more expensive. But the addition had resulted in a 10% year-over-year spike in sales.
Since its launch, in 2016, V-Burger had quickly expanded its distribution to supermarkets such as Safeway and Kroger and its products to include “chicken” nuggets and ground “beef.” “We have pork, chicken, eggs, all natural, unprocessed—unlike your burgers. And at least one plant-based burger I know of contains 25% of the daily saturated-fat allowance.”
“I’m just not sure,” Jin-Yi said. “We’ve always been about sourcing and serving the best meat-based meals.Sure, vegetarianism is on the rise, but the jury’s still out on whether customers, even the veggie crowd, will accept meat substitutes.” With competitors already offering vegan dishes, must Protein Power Plates partner with an established vegan brand to keep up?
Indira’s executive assistant had sent Mila several emails asking whether she and Jamie wanted to sign a one-year contract to buy $500,000 worth of V-Burgers for their 30 restaurants. Several Protein Power Plates competitors had inquired about partnerships, but Indira was honoring her commitment to give them right of first refusal. Mila wanted to go ahead with a yearlong deal and ramp up marketing to see whether they could attract more new customers. Rebecca did too.
The name of Jamie and Mila’s company is Protein Power Plates, not Meat Power Plates, so the addition of a high-protein nonmeat item on the menu maintains their brand positioning while allowing the company to access a new category of customers who haven’t previously considered their restaurants. The slogan “Let’s meat!” will have to change—but slogans often do.
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