Arby’s will remain steadfastly carnivorous.

Many meat-heavy take-out chains are currently working on providing more meatless food to their customers. Arby’s is not one of these chains, however, and the company has in fact resolved to never serve meatless food.

Sometimes going with current trends can be an amazing choice for a business. On the flip-side, going against current trends can be critical for a brand. Impossible Foods has been working with other chains like Burger King and Little Caesar’s to provide more meatless menu items. Because of this, a rumor started to circulate that Arby’s would hop aboard the bandwagon and work on more plant-based menu items. This is when Arby’s President Rob Lynch chimed in with a resounding “No,” and explained that Arby’s will never offer a meatless option “under [his] watch.” The only way to get meatless items on the menu at Arby’s is to get Lynch fired, according to Lynch himself.

There is of course a reason for Rob’s response to the rumors surrounding Arby’s menu. Arby’s has a unique brand to protect, and that brand is one of copious amounts of meat. According to Rob Lynch, Arby’s “proudly [puts] less vegetables on our sandwiches than anyone,” and that isn’t about to change soon. Lynch has explained his belief that taking part in the current meatless trend will completely muddle Arby’s meaty image. He goes on to explain that you and your company need to stand for something, and in the case of Arby’s, he’s seen the brand being turned around by making bigger, better sandwiches filled with far more meat. In this case, embracing the current trend could be a negative move for Arby’s brand.