Since beginning the test of the plant-based protein at its St. Louis-area locations in April, Burger King has announced plans to unveil the Impossible Whopper nationwide.
Burger King shook up the quick-service sector of the restaurant industry back in April when it began testing a plant-based protein option at select restaurants in and around St. Louis.
The partnership with Impossible Foods that resulted in the Impossible Whopper made Burger King the first coast-to-coast QSR to serve the award-winning meat substitute, a forward-thinking move that is already paying off. According to a new report cited in a recent CNBC article, locations in the test market outperformed Burger King’s national foot traffic average by 18.5% in April.
The growing market for plant-based protein options is making an immediate impact with consumers, as these short-term numbers indicate. Beyond the St. Louis stores, foot traffic across Burger King’s domestic locations fell by 1.75%, the report discussed in the article noted. It’s clear, then, why Burger King decided to take the Impossible Whopper national after just one month of tests.
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Image Source: Burger King