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North
America-based Mexican-style chain restaurant QDOBA will now offer a discount to
those purchasing meatless meals.

Customers
who load their salads or bowls with toppings like rice and beans, instead of
meat and seafood, can now save roughly
$0.60 per meal, depending on location.

Customer
feedback

The company
is calling this discount program the ‘Vegetarian Tier Initiative’.

QDOBA Vice
President of Marketing Jill Adams said
: “We received feedback that our
vegetarian guests thought our pricing structure didn’t meet their needs.”

Plant-based
protein

Adams also
told VegNews that ‘it made sense to roll out a tier that accommodates our
guests who don’t select a protein option’.

Apparently,
the fact that the company does not class legumes as a protein – when black
beans, for example, contain more protein per calorie than beef – is working in
the favour of those who don’t eat meat.