In Focus

EXCLUSIVE: Tortilla on entering the vegan market with its all-new jackfruit offering

The Mexican food chain is dipping its toes into the fast-growing market.

The rise of veganism can be felt all over the world, from meat-free burgers that are carving their own niche in Hong Kong, to even traditionally carnivorous fast food giants like KFC and Burger King here in the West.

Tortilla is the latest brand to test the waters of the burgeoning market with a new jackfruit offering. The brand announced the launch of the vegan-friendly option, saying that the exotic ingredient was a perfect fit for the classic Tortilla flavours.

“While we explored many options, jackfruit was a clear winner as it fits in with our current menu and brand (fresh and hand-made), it’s all natural and tastes great,” Megan Burton-Brown, Head of Marketing at Tortilla, told QSR Media in an exclusive interview.

The new jackfruit is available to order atop all dishes: burritos, naked burrito bowls, tacos, nachos and quesadillas, nationwide starting last 29 July.

Tortilla’s jackfruit offering, Burton-Brown said, is the first of many more meat alternative options for their customers, in an effort to diversify their menu to cater to all dietary preferences. However, while other brands might be going all in on the veganism trend, the brand is content to bide its time while the market matures.

Tortilla Managing Director Richard Morris said this in a previous statement, “We’ve taken our time to develop a product that’s right for us and for our customers. Jackfruit is on trend; people know what it is and have been asking for a premium veggie option for a while”.

Baby Tortilla site 'working really well' in high-delivery areas
Meanwhile, Tortilla is set on exploring other avenues for its growth, such as a new format for its stores. The brand recently opened the doors to its 38th UK restaurant on Wardour Street in Soho, London, the fourth ‘Baby Tortilla’ site.

The Baby Tortilla format is Tortilla’s answer to the rise of smaller format stores across the UK. While the menu remains the same, the new Baby Tortilla format is designed to appeal to more residential customers, young couples and families, as opposed to city workers, students, and tourists.

“The baby format is working really well – especially in residential areas with high-delivery. We will continue to open restaurants in all formats, depending on the sites and locations available to us,” Burton-Brown said.

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