Restaurant chain QDOBA Mexican Grill launched the Vegetarian Tier initiative, a pricing plan that rewards customers for choosing meatless dishes. Under the new program, customers save an average of $0.60 (varied by location) when they order vegetarian or vegan entrées such as burrito bowls and salads topped with seasoned rice, pinto beans, and fajita vegetables. “We received feedback that our vegetarian guests thought our pricing structure didn’t meet their needs,” QDOBA vice president of marketing Jill Adams told VegNews. “So, we felt it made sense to roll out a tier that accommodates our guests who don’t select a protein option.” While many chains continue to charge a premium to customers who order items such as soy milk, QDOBA hopes that making vegetarian and vegan options more affordable will attract new customers looking to reduce their meat consumption.

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