In January, The ASH Restaurant & Bar is kicking off the new year with “Cheat on Meat” and invites all guests - from meat lovers to vegans and flexitarians - to discover plant-based alternatives from The ASH as part of Veganuary 2025. Exclusively for app users, there is a 10% discount on the entire plant-based category, which can be redeemed via The ASH Loyalty App.

“Cheat on Meat” - Plant-based indulgence without regrets for Veganuary at The ASH
In January 2025, The ASH is putting a clear focus on plant-based eating with its 'Cheat on Meat' campaign, while maintaining its commitment to excellent grilled steaks. The name alludes to the idea that The ASH guests at Veganuary can give up meat without a guilty conscience and instead discover the delicious plant-based alternatives on the menu - without sacrificing taste and enjoyment. A 'tasty time-out', so to speak.

This promotion is not only aimed at vegans and flexitarians, but also at meat lovers who should discover The ASH's plant-based options, which are already firmly anchored in the menu. Highlights include the Redefine Meat™ Flank Steak, the Sensational Burger, vegan Chicken Supreme, Beetroot Falafel and Beyond Chicken Strips. With “Cheat on Meat”, The ASH wants to put even more of a spotlight on plant-based diversity during the Veganuary period and offer all guests an incentive to try the innovative alternatives on its menu. Guests who use The ASH Loyalty app will receive a further incentive: Exclusively in Veganuary 2025, there is a 10% discount on The ASH's entire Plant-Based category.

Sustainability and innovation as part of The ASH's DNA
Steven Sarwar, CEO of The ASH Restaurant & Bar, explains: “With ‘Cheat on Meat’, we want to show that our plant-based alternatives are just as varied and tasty as our tried-and-tested steaks. Our plant-based options also meet the highest quality standards and are in no way inferior to the classic dishes in terms of taste and enjoyment.”

About The ASH

Since it was founded in 2014, The ASH Restaurant & Bar has developed into one of the leading gastronomy concepts in Germany. With a successful blend of American steakhouse culture, the flair of a 1920s and 1930s supper club, a high-quality ambience and excellent service, The ASH Restaurant & Bar now delights its guests at 14 locations around the world.