In August, the burger chain began selling Impossible Whopper throughout the United States. The meatless version of the signature burger has been so successful that Burger King launches a plant-based "Rebel" Whopper across Europe, testing several plant-based options, including Impossible Whopper Jr. and a new Impossible Burger, in the United States.
The restaurant chains have enthusiastically added plant-based alternatives to the menu to attract eaters who want to reduce meat intake for health and environmental reasons. This demographic has helped drive a potentially lucrative sector: Barclays estimates that alternative meat could reach about $ 140 billion in sales over the next decade, capturing around 1
0% of the global meat industry.
For Burger King, plant-based meat efforts have been extremely successful.
During an analyst interview discussing Q3 results for Restaurant Brands International ( QSR ) owning Burger King, CEO José Cil called Impossible Whopper "a big hit , "adds that Citizen" has quickly become one of the most successful product launches in Burger King & # 39; s history. "
The launch helped accelerate sales in the United States. In the third quarter, domestic restaurant sales increased by at least one year by 5% – the brand's strongest growth rate since 2015 and a "significant acceleration" compared to the first two quarters of the year, says Cil.
The Impossible Whopper helped to increase this by attracting new or lapsed customers. And because people who buy Impossible Whoppers are often meat eaters, they treat the meatless option as an addition to – rather than a substitute for – their usual Burger King orders.
Inspired by the popularity of the Impossible Whopper, Burger launched King an early version of Rebel Whopper in Sweden earlier this year.
And on Tuesday, it started selling Rebel Whopper in over 20 markets and 2,400 restaurants in Europe. The vegetarian butcher makes rebel Whopper chops. The company produces vegan and vegetarian alternatives to meats such as bacon, chicken, meat and tuna, and is owned by Unilever ( UL ) .
In the United States, Burger King continues to partner with Impossible Foods, a private company, to test multiple options in 180 restaurants in Milwaukee, Cedar Rapids, Augusta, Cincinnati and Buffalo.
In addition to Whopper Junior, these places try an impossible burger with pickles, mustard and ketchup on a toasted sesame seed bowl, which is also available as a cheeseburger or for a children's meal.