Lotteria has launched the Zero Meat burger, featuring a patty made entirely from natural vegetables. This makes Lotteria one of the first quick service restaurants (QSRs) in Vietnam to offer a vegetable-based burger, providing an option for diners looking to reduce their meat intake. The product also marks a shift for Lotteria, offering customers a new culinary experience.

Lotteria's Zero Meat burger distinguishes itself from traditional vegetarian burgers with its natural vegetable ingredients, prepared according to a proprietary recipe tailored to Vietnamese tastes. The product caters not only to flexitarians but also offers an enjoyable experience for all diners, especially younger generations interested in exploring healthy and innovative cuisine.

This new product aligns with Lotteria's 2025 "Taste & Fun" strategy. With the slogan "Zero Meat – 100% Taste & Fun", the brand emphasizes that reducing meat doesn't mean sacrificing flavor.

"The Zero Meat burger proves that fast food can be healthier without compromising on taste," a company representative said.

The Zero Meat burger with a 100% vegetable-based patty. Photo: Lotteria

The Zero Meat burger with a 100% vegetable-based patty. Photo: Lotteria

Priced at 39,000 VND, the burger targets young consumers seeking to reduce their daily meat consumption and embrace a lifestyle of mindful, joyful eating.

Lotteria is also promoting the idea of "Sometimes you need a Zero Day," encouraging consumers to listen to their bodies and enjoy a lighter yet satisfying meal.

According to the brand, the Zero Meat burger received positive feedback during pre-launch trials. The product is currently available at Lotteria locations in Ho Chi Minh City, Hanoi, Hai Phong, Hue, Da Nang, Nha Trang, and Can Tho.

Dan Minh