, Australia

Crust vies for bigger bite of flexitarian market with new plant-based menu

The chain teased more plant-based options in early 2022.

Aiming to reach more vegetarians and flexitarians, Crust announced the launch of its new menu featuring plant-based ‘beef’, ‘sausage’ and ‘mince’.

Designed by pizza chef and former Crust director Peter Augoustis, the range consists of the (Not) Beef Royale, Beyond Sausage, Shepherd’s Lie and the Heirloom Tomato Salad.

Augoustis is also credited for having created the chain’s original menu and for being instrumental in developing the brand’s current vegetarian line-up and the Upper Crust range.

The new range became a permanent addition to the menu from November 30, with the chain teasing more plant-based options in early 2022.

“We know that more than 2.5 million Aussies are exclusively vegetarian while 20 per cent of the population describe themselves as ‘flexitarians’ – that is, they mainly eat vegetarian but consume some meat and fish,” Crust general manager Jon Paul Partyka said.

“We realised there weren’t a lot of takeaway options for vegetarians that are just as tasty and varied as meat-based meals. So, it was important to us that we made a plant-based menu our customers can be proud of sharing.”

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