Burger King (TSX:QSR) (NYSE:QSR) will roll out is meatless Whopper burger across the United States on August 8. The news marks Impossible Foods’ biggest distribution for its plant-based burger.
Burger King Rolls Out Meatless Whopper Nationwide
Thus far, the burger giant has been selling the Impossible Whopper in only a few select stores across the US—a test run, if you will. The burgers first started testing in St. Louis in April, and the results have been outstanding.
“It’s driven new guests into the restaurant,” says Chris Finazzo, Burger King’s president for the Americas.
He continued that many of these new guests have not been to a Burger King in a long time or else have never even visited one.
The increase in footfall has averaged 18.5% since the meatless Whopper began testing in April and opens the chain up to a new demographic known as “flexitarian carnivores,” along with vegetarians.
The restauranteur has not confirmed whether the Impossible Whopper will be a permanent part of its menu. However, if the demand for meat alternatives continues to increase, then it would likely be a smart move to do so. According to a July report from Plant-Based Foods Association and The Good Food Institute, US retail sales of plant-based foods have grown 11% in the past year.
Further, Barclays predicts the alternative meat sector could hit $140 billion over the next ten years. This would be equal to a 10% market share of the global meat industry.
Will the Meatless Whopper Be a Permanent Fixture?
At present, the burger has been billed as a limited-edition item and will only be available while supplies last. The company plans to evaluate the Impossible Whopper’s performance for a few months before making the call, Finazzo said. This is standard practice regarding any new addition to Burger King’s menu.
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However, he did say, “We very much believe in the category.“
Impossible Foods products are currently on offer in roughly 10,000 restaurants across the US. When Burger King does roll out the whopper nationwide, that will make for another 7,000 locations offering the meatless meat.
Are you going to try the meatless Impossible Whopper?
Featured Image: DepositPhotos © sserdarbasak
