兩個月前的今天,漢堡王跟人造肉公司 Impossible Foods 合作,在美國聖路易斯市的門店開賣無肉漢堡。當時看起來只是對「人造肉潮流」的噱頭嘗鮮,但確實帶來了商業價值。<article>
<p><a href="https://www.cnbc.com/2019/05/28/impossible-whopper-boosted-burger-king-traffic-by-18percent-report-says.html">inMarket inSights 最近發現</a>,試售無肉漢堡的 59 家漢堡王分店,4 月客流量比當月全美分店平均高出 18.5%,也比上月平均高出 16.75%。而沒有迎來無肉漢堡的其他門市,4 月客流量比上月平均下降 1.75%。</p>
<p>漢堡王的發言人 Dori Robau Alvarez 對此表示,無肉漢堡在測試中市場表現良好,預計會繼續帶來新的客流。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/burger.jpeg!720" sizes="(max-width: 1200px) 100vw, 1200px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/burger.jpeg!720 1200w, https://s3.ifanr.com/wp-content/uploads/2019/05/burger-360x240.jpeg 360w, https://s3.ifanr.com/wp-content/uploads/2019/05/burger-768x512.jpeg 768w, https://s3.ifanr.com/wp-content/uploads/2019/05/burger-1024x683.jpeg 1024w" alt="開賣「無肉漢堡」之後,去吃漢堡王的人更多了" width="600" height="400"></p>
<p>這款無肉漢堡稱為「Impossible Whoper」,裡邊的肉排由以大豆為主的植物蛋白製成,因為添加了大豆根部提取的血紅素,不僅口感嚼勁跟真肉相近,還能像真肉一樣「流血」。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/ezgif-4-95c2743152e1.gif" sizes="(max-width: 480px) 100vw, 480px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/ezgif-4-95c2743152e1.gif 480w, https://s3.ifanr.com/wp-content/uploads/2019/05/ezgif-4-95c2743152e1-360x203.gif 360w" alt="由 Impossible Foods 提供的肉排" width="600" height="338"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> 由 Impossible Foods 提供的肉排</label></p>
<p>在愚人節推出當天,<a href="https://www.ifanr.com/1194038">就有不少路人經過試吃表示</a>,吃起來跟之前的真肉華堡沒什麼差別。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/233-1.png!720" sizes="(max-width: 720px) 100vw, 720px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/233-1.png!720 720w, https://s3.ifanr.com/wp-content/uploads/2019/05/233-1-360x202.png 360w" alt="開賣「無肉漢堡」之後,去吃漢堡王的人更多了" width="600" height="337"></p>
<p>雖然無肉漢堡要比標準的華堡貴 1 美元,但逼真的口感和背後的環保含義,似乎能讓消費者心甘情願買單。</p>
<p><a href="https://www.ifanr.com/1207283">有數據指出</a>,動物肉類製品佔了溫室氣體排放的 17%-34%,而食用人造肉替代品能幫助減少畜牧業、肉類工業對環境的影響,同時不傷害動物,也對人體更為健康。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/15-4.png!720" sizes="(max-width: 720px) 100vw, 720px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/15-4.png!720 720w, https://s3.ifanr.com/wp-content/uploads/2019/05/15-4-360x180.png 360w" alt="人造肉耗費的自然環境資源更少,但目前生產成本更高,圖片來源 CB Insights,愛范兒做了中文翻譯" width="600" height="300"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> 人造肉耗費的自然環境資源更少,但目前生產成本更高,圖片來源 CB Insights,愛范兒做了中文翻譯</label></p>
<p>積極的市場反應給了漢堡王信心。5 月 14 日,<a href="https://edition.cnn.com/2019/05/14/business/impossible-whopper-new-markets-trnd/index.html">這家連鎖速食店宣佈將無肉漢堡向另外 3 座城市推廣</a>(邁阿密、喬治亞州的哥倫布和阿拉巴馬州的蒙哥馬利),並表示今年內全美範圍的 7200 家門市都能吃上。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/105930118-1558627190780gettyimages-1134335289.jpeg!720" sizes="(max-width: 832px) 100vw, 832px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/105930118-1558627190780gettyimages-1134335289.jpeg!720 832w, https://s3.ifanr.com/wp-content/uploads/2019/05/105930118-1558627190780gettyimages-1134335289-360x239.jpeg 360w, https://s3.ifanr.com/wp-content/uploads/2019/05/105930118-1558627190780gettyimages-1134335289-768x510.jpeg 768w" alt="漢堡王推出的無肉版華堡「Impossible Whoper」,圖片來源 CNBC" width="600" height="399"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> 漢堡王推出的無肉版華堡「Impossible Whoper」,圖片來源 <a href="https://www.cnbc.com/2019/05/28/impossible-whopper-boosted-burger-king-traffic-by-18percent-report-says.html">CNBC</a></label></p>
<p>嘗到甜頭的並不只是漢堡王。4 月底,<a href="https://www.businessinsider.com/del-taco-vegan-beyond-meat-taco-success-2019-5">Del Taco 跟人造肉公司 Beyond Meat 合作</a>,在全美 580 家門市推出無肉版的墨西哥炸玉米餅 Beyond Taco,客流量跟銷售量都因此有所增加,被認為是最成功的新產品之一。當然,它的售價也比標準版貴 1 美元。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/del-taco-beyond-meat-promote.jpg!720" sizes="(max-width: 750px) 100vw, 750px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/del-taco-beyond-meat-promote.jpg!720 750w, https://s3.ifanr.com/wp-content/uploads/2019/05/del-taco-beyond-meat-promote-360x240.jpg 360w" alt="Beyond Taco,圖片來源 bravotv" width="600" height="400"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> Beyond Taco,圖片來源 <a href="https://www.bravotv.com/the-feast/del-taco-adds-beyond-meat-vegan-tacos-menu">bravotv</a></label></p>
<p>可以說,人造肉正快速成為速食店行業的一股新潮流,就連麥當勞跟肯德基都在認真考慮這個選項。</p>
<p>因為「死對頭」漢堡王推出無肉漢堡,<a href="https://www.change.org/p/mcdonald-s-it-s-time-for-a-healthy-meatless-option/u/24475852">超過 20 萬網友簽名請願希望麥當勞不要忽視素食主義者的聲音</a>,趕緊跟上。</p>
<p>實際上早在 2017 年,麥當勞就在芬蘭和瑞典全部門市推出過 McVegan 素食漢堡。而最近,<a href="https://edition.cnn.com/2019/05/07/business/mcdonalds-meatless-burger-germany/index.html">麥當勞也在德國推出了一款名為「Big Vegan TS」的無肉漢堡</a>,肉排供應商正是<a href="https://www.ifanr.com/1194344">人造肉市場的新玩家雀巢</a>。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/190507115126-garden-gourmet-incredible-burger-super-169.jpg!720" sizes="(max-width: 1100px) 100vw, 1100px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/190507115126-garden-gourmet-incredible-burger-super-169.jpg!720 1100w, https://s3.ifanr.com/wp-content/uploads/2019/05/190507115126-garden-gourmet-incredible-burger-super-169-360x203.jpg 360w, https://s3.ifanr.com/wp-content/uploads/2019/05/190507115126-garden-gourmet-incredible-burger-super-169-768x432.jpg 768w, https://s3.ifanr.com/wp-content/uploads/2019/05/190507115126-garden-gourmet-incredible-burger-super-169-1024x576.jpg 1024w" alt="麥當勞在德國推出的無肉漢堡,肉排為雀巢的 Garden Gourmet Incredible Burger" width="600" height="338"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> 麥當勞在德國推出的無肉漢堡,肉排為雀巢的 Garden Gourmet Incredible Burger</label></p>
<p>雖然對這塊領域表示關注,但麥當勞仍然相當謹慎。</p>
<p><a href="https://www.cnbc.com/2019/05/29/mcdonalds-ceo-wants-to-know-if-a-vegan-burger-will-boost-traffic.html">麥當勞首席執行長 Steve Easterbrook 表示</a>,目前對素食漢堡的討論跟 4 年前的「麥當勞該不該全天候供應早餐」非常相似。但在有進一步計畫之前,他需要先搞清楚人造肉會不會是一股短暫的潮流,能不能帶來新的客流。</p>
<blockquote>
<p>問題是(消費者)對它的需求是否足夠大,值得我們花這麼多複雜功夫將無肉漢堡列入菜單嗎?是現有顧客想要肉類替代品,還是說,它會帶來新的消費者群體嗎?</p>
</blockquote>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/D6ocrtOW4AIhUPj.jpg!720" sizes="(max-width: 1200px) 100vw, 1200px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/D6ocrtOW4AIhUPj.jpg!720 1200w, https://s3.ifanr.com/wp-content/uploads/2019/05/D6ocrtOW4AIhUPj-360x360.jpg 360w, https://s3.ifanr.com/wp-content/uploads/2019/05/D6ocrtOW4AIhUPj-768x768.jpg 768w, https://s3.ifanr.com/wp-content/uploads/2019/05/D6ocrtOW4AIhUPj-1024x1024.jpg 1024w" alt="素食 / 無肉炸雞將會是人造肉行業的下一個挑戰" width="600" height="600"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> 素食 / 無肉炸雞將會是人造肉行業的下一個挑戰</label></p>
<p>在英國,<a href="https://vegannews.co/kfc-is-developing-a-vegan-chicken-burger/">肯德基已經在對素食炸雞和素食雞肉漢堡進行研發</a>,但大部分市場還是持觀望態度。<a href="https://www.cnbc.com/2019/05/30/kfc-is-considering-plant-based-fried-chicken-but-has-no-plans-to-test-right-now.html">肯德基美國業務總裁 Kevin Hochman 稱</a>,6 個月前他可能會一口回絕說不可能,但目前肯德基正在跟幾家主要的人造肉供應商碰面,想進一步搞清楚素食炸雞會是什麼樣。</p>
<blockquote>
<p>我們需要瞭解:肉類替代品是怎麼演變而來的?雞肉替代品會像牛肉一樣受歡迎嗎?這會讓我們的消費者眼前一亮嗎?</p>
</blockquote>
<p>確實值得注意的是,目前跟速食店行業合作較多的 Impossible Foods 和 Beyond Meat,主要供應的都是仿牛肉口感的「肉排」。Beyond Meat 甚至在今年宣佈停止供應「雞肉條」產品,要重新研究更好的配方。</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://s3.ifanr.com/wp-content/uploads/2019/05/PSC1113_FM_065.jpg!720" sizes="(max-width: 1966px) 100vw, 1966px" srcset="https://s3.ifanr.com/wp-content/uploads/2019/05/PSC1113_FM_065.jpg!720 1966w, https://s3.ifanr.com/wp-content/uploads/2019/05/PSC1113_FM_065-360x240.jpg 360w, https://s3.ifanr.com/wp-content/uploads/2019/05/PSC1113_FM_065-768x512.jpg 768w, https://s3.ifanr.com/wp-content/uploads/2019/05/PSC1113_FM_065-1024x682.jpg 1024w" alt="Beyond Meat 的雞肉產品在 2013 年開始推出,據說口感像是烤得比較乾的雞肉" width="600" height="400"><label class="caption" style="width: 600px; display: block; text-align: left; color: #555; line-height: 22px; padding: 0 3px 22px 3px; border-bottom: 2px solid #f0f0f0; margin: 5px auto 1rem auto;"><span style="color: #2382c5; padding-right: 5px;"> ▲ </span> Beyond Meat 的雞肉產品在 2013 年開始推出,據說口感像是烤得比較乾的雞肉</label></p>
<p>無論如何,切中健康和環保概念的人造肉都恐怕不只是一股短暫的潮流。5 月初,人造肉公司 Beyond Meat 在那斯達克上市,首日股價暴漲 163%,至今股價(97.95 美元)已經是發行價(25 美元)的接近 4 倍,繼續被華爾街看好。</p>
<p><a href="https://edition.cnn.com/2019/05/07/business/mcdonalds-meatless-burger-germany/index.html">諮詢機構歐睿(Euromonitor International)的數據顯示</a>,到 2023 年,全球肉類替代品市場規模或將達到 230 億美元。<a href="https://www.marketwatch.com/story/alternative-meat-market-could-be-worth-140-billion-in-ten-years-barclays-says-2019-05-22">而巴克萊(Barclays)銀行近日一份分析師報告稱</a>,這個市場預計將在未來 10 年達到 1400 億美元。</p>
<p> </p>
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