Burger King tests an impossible whopper. That is why
RICHMOND HEIGHTS, MO – APRIL 01: In this illustration, an "Impossible Whopper" sits on a table at a Burger King restaurant on April 1, 2019 in Richmond Heights, Missouri. Burger King announced Monday that it is testing Impossible Whoppers, made with Impossible Foods plant-based patties, in 59 locations in and around the St. Louis area. (Photo Illustration by Michael Thomas / Getty Images)
ST. LOUIS -Burger King plans to bring in new customers and encourage existing ones to buy more often: Vegetarian Whoppers.
On Monday, the Burger chain announced it is testing out impossible Whoppers, made with Impossible Foods plant-based patties, in 59 locations in and around St. Louis. If everything goes well, Burger King will hope to "give anyone who wants to eat a burger every day, but will not necessarily eat steak every day, permission to enter the restaurants more often," told Chris Finazzo, president of Burger King North America, CNN Business. There is also a way to encourage vegans and vegetarian eaters to check out Burger King.
The chain has tried to find a way to add a plant-based burger alternative to the menu for about a year, says Finazzo. [19659004] "There is great interest in plant-based burgers," he noted.
Going meatless provides health benefits. The impossible Whopper has slightly fewer calories than the original beef-based Whopper, and is very low in cholesterol and has zero trans fat.
"What [customers] will not give up is the taste," Finazzo said. .
The impossible Whopper should taste just like Burger King's regular Whopper. Unlike veggie burgers, impossible burger patties are designed to mimic the appearance and texture of meat when cooked. Plant protein startup recently revealed a new recipe, designed to look and taste even more like meat. The version is used in Burger King's impossible Whoppers.
Other fast food and fast informal items also appeal to eating with dietary restrictions or preferences. Taco Bell said in January that it is testing a vegetarian menu tray in stores, and Chipotle recently expanded its line of diet-based bowls to include vegan and vegetarian dishes. "Lifestyle bowls" launched earlier this year with Whole30 and double protein meals in addition to the keto and paleo balls.
These campaigns mark items that are already on the menu at Taco Bell and Chipotle. The impossible Whopper is new and it costs more for consumers and for the restaurant. Buyers pay about $ 1 more for an impossible Whopper than a regular Whopper, says Finazzo, who will "more than compensate for the cost" of the impossible protein.
Impossible products are served at nearly 6,000 American restaurants – including White Castle and Fatburger locations, right now, but the Burger King partnership is a "milestone" for the company, said Impossible Foods COO and CFO David Lee.
"Burger King represents a different scale," he said. Lee noted that as the company matures, it should be able to reduce the cost of customers like Burger King.
"The only thing we need to be affordable and relative to the established commodity industry is time and size," he said.
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