US: Chick-fil-A debuts cauliflower sandwich - Will customers bite into this plant-based offering?

Fast-food chain, Chick-fil-A, is testing its cauliflower sandwich across three of its outlets. The dish will use breaded, pressure-cooked cauliflower instead of meat. The American fast-food chain - which specializes in chicken sandwiches - reportedly worked on its first plant-based offering for nearly four years before introducing it to its consumers. 

But what do Chick-fil-A’s customers feel about eating plant-based fare?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - more than half (53%) of current Chick-fil-A customers disagree with the statement that they are “open to substituting meat/dairy products with plant-based alternatives.” 

Chick-fil-A’s customers are less likely than the general US population to agree with the statement that they are “open to substituting meat/dairy products with plant-based alternatives.” 37% of Chick-fil-A’s customers and 44% of the general population agree with the statement.

Data from Profiles shows that 66% of current Chick-fil-A customers identify as meat eaters. Flexitarians (11%) follow meat-eaters amongst Chick-fil-A consumers. Just 2% follow a vegetarian diet and another 2% subscribe to a plant-based diet. Only 1% of current Chick-fil-A customers identify as vegans. 

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.