Impossible Whopper boosted Burger King traffic by 18%, report says
By Sara Shaw • May 29, 2019
On April 1, Burger King announced it was testing a vegetarian friendly version of its Whopper, made with the plant-based Impossible Burger, which is known for “bleeding” just like a real burger patty. Before the month ended, Burger King said it would launch the product nationwide this year. It has since brought the Impossible Whopper to three more cities.
Locations in Burger King’s test market, St. Louis, outperformed the chain’s national foot traffic average by 18.5% in April, according to a report from inMarket inSights.
“These next generation plant-based alternatives are in position to disrupt the meat category in a similar fashion that plant-based milks disrupted dairy and energy drinks disrupted caffeinated beverages,” Bank of America Merrill Lynch analyst Bryan Spillane said in a research note Tuesday