How a German Brewpub Embraced Zrou's Plant-Based Revolution

When Jimmy Jou first considered adding plant-based options to his menu at Bloomberg Brauhaus in CBD and Bloomberg Brewery Bistro in Wangjing, he didn’t really know where to begin. Of course, he was familiar with the vegetarian dishes on traditional Chinese menus, but when it came to his German-inspired brewery and restaurant, he was at a bit of a loss. Nevertheless, with more and more customers requesting meatless options, he knew it was time to accommodate.

Jou’s search for the perfect plant-based meat led him to Zrou, a Shanghai-based company that prides itself on using locally produced natural ingredients such as non-genetically modified soybeans, konjac, coconut oil, and shiitake mushrooms to create a truly unique and versatile meat alternative. After tasting the product, Jou had little doubt that its rich, smoky flavor would be a huge hit with his customers. However, it was the care and attention Zrou gives to all of their partners, and their enthusiasm when working with restaurants to curate exclusive recipes that showcase both the kitchen’s skills as well as Zrou’s potential, that solidified his faith in the company. As Jou tells the Beijinger, he decided to work with Zrou because of that collaborative spirit and the creative menu suggestions their head chef, Mark Sampson, brought to the table.

Likewise, Zrou was equally excited to team up with Bloomberg, a dynamic restaurant with a wide range of dishes and multiple locations across town, meaning an opportunity to reach even more plant-based devotees, as well as veg-curious and health-conscious consumers. Similarly, having owned and operated a German bakery and restaurant in Shanghai prior to opening Bloomberg in Beijing, Zrou knew that working with Jou would give them valuable insights into the restaurant industry.

Over the course of three months, Sampson and Bloomberg’s chef Davey Xie took to the kitchen, conceptualizing, developing, and refining each recipe until it met both parties’ discerning standards.

The result: An impressive, mouthwatering lineup of seven meat-free meals that includes bar favorites such as Zrou tacos and taquitos (RMB 48 and 68), Zrou burger with fries (RMB 88), Zrou nachos and chili fries (RMB 68 and 58), a Zrou taco salad (RMB 78), and one of the more unique vegetarian options to be found in Beijing, Bloomberg’s signature Zrou sausage flatbread (RMB 88). (It should be noted that most of the dishes do contain dairy – cheese, sour cream, etc. – however, Bloomberg is more than happy to adjust according to vegan diets, allergies, and other preferences.)

Starting this Friday, Apr 2, the menu will be available at both of Bloomberg’s Wangjing and CBD locations. What’s more, to celebrate the menu’s launch, throughout the month of April guests can enjoy a free 300ml beer with the purchase of any Zrou item. And given that four of their beers are brewed on-site, the pints are guaranteed to be as fresh as the new Zrou meals. Should you want to sling back a couple more, Bloomberg offers a daily RMB 188 free-flow deal, as well as a daily BOGOF happy hour from 2-6pm. Or, you can pair your meal with live Latin music, Tuesday through Sunday, or test your meddle in Bloomberg’s darts competition, held every Saturday at 2pm.

It’s one thing to know that a restaurant has added plant-based alternatives to its menu, but it’s something else entirely when the producer and the restaurant are operating from a place of mutual admiration, respect, and collaboration. The bottom line is that from the farm to your plate, there’s a level of detail and care that goes into the Bloomberg x Zrou collaboration, which other restaurants sometimes fail to capture. So whether you’re a dedicated vegan or someone who’s simply trying to reduce their meat consumption, the new menu from Zrou and Bloomberg’s got you covered.

Images courtesy of Zrou and Bloomberg Brauhaus