This Swedish burger chain is pushing customers away from beef

• Max Burgers is selling less beef to address the climate crisis.
• The chain labels menu items with carbon footprints and promotes chicken and plant-based burgers.
• Between 2015 and 2021, emissions dropped 30% and meals without red meat grew to 18% of sales.

One of Sweden's oldest burger chains wants its customers to stop eating so much red meat. 

It might sound counterintuitive, but Max Burgers, a family-owned fast-food company, realized way back in 2007 that it couldn't address the climate crisis while continuing to sell as much beef. Beef has the largest climate impact of any food, largely because cows burp methane and need vast amounts of land.