The franchise is located close to Atlanta’s SunTrust Park stadium, Vox reported.
Beyond Meat Founder and CEO Ethan Brown said in an announcement, “KFC is an iconic part of American culture and a brand that I, like so many consumers, grew up with. To be able to bring Beyond Fried Chicken, in all of its KFC-inspired deliciousness, to market speaks to our collective ability to meet the consumer where they are and accompany them on their journey. My only regret is not being able to see the legendary Colonel himself enjoy this important moment.”
According to the announcement, KFC turned to Beyond Meat “to create a finger-lickin’ good, plant-based fried chicken that will appeal to lovers of both Beyond Meat and KFC.” The QSR chain also said it will consider feedback from Atlanta customers as it looks to a broader pilot or potential national rollout.
Beyond Meat has inked deals with Carl’s Jr., Subway, Del Taco and Aramark. On the other hand, Beyond Meat rival Impossible Foods has teamed with Burger King, Qdoba and Sodexo. Similar to its rivals, Beyond Meat has largely homed in on imitation meat with new offerings of imitation ground beef along with its Beyond Burger.
In separate news, reports recently surfaced that HelloFresh is to begin offering Beyond Meat in U.S. meal kits. HelloFresh CEO and Co-founder Dominik Richter attributes the firm’s success to understanding clients and meeting demands for the latest trends. “We know that the appetite for vegetarian or vegan alternatives to meat is definitely a trend that we can pick up in customer sentiment across HelloFresh,” Richter said, per a past report.