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Impossible Whopper increases sales of Burger King restaurants



  • Burger King's national implementation of Impossible Whopper boosts sales and brings in new customers, according to Cowen's analysis.
  • Orders including the plant-based burger tend to be $ 10 or higher, compared to Burger King's average check of $ 7.36 in 2018, according to analyst Andrew Charles.
  • Traditional sales of bull puppies have also increased since the launch of Impossible Whopper.
  • Jose Cil, CEO of the parent company Burger King Restaurant Brands International, recently told Business Insider that Impossible Whopper is "something we believe may be part of the Burger King menu in the long term."
  • Visit the Business Insiders homepage for more stories.

Early signs point to Burger King's national launch of Impossible Whopper, which has already paid for the chain.

In early August, Burger King launched the plant-based burger at more than 7,000 Burger King locations across the United States. The rollout followed a four-month test of Impossible Whopper in certain markets.

Read more: Burger King takes Impossible Whopper nationally and says it looks at other plant-based & # 39; meat & # 39; goods

"This is not a gimmick," Jose Cil, CEO of Burger King parent company Restaurant Brands International, recently told Business Insider. "This is something we think may be part of the Burger King menu in the long term."

According to Cil, Impossible Whopper has attracted a mix of new customers and convinced regular Burger King visitors to try the new menu item. According to Cowen's channel checks, Impossible Whopper is expected to contribute 6% sales growth in the same store in the third quarter at US Burger Kings.

"Our 6% estimate of same-store sales for 3Q involves instances of a one-time Impossible Whopper consumer trial sustained, and no doubt, the rise of awareness that continues to grow with Burger King using TV advertising to promote innovation," says analyst Andrew Charles wrote in a note last Thursday.

Burger King & # 39; s Impossible Whopper.
Antonio Villas-Boas / Business Insider

According to Charles, stores sell about 45 Impossible Whoppers per day. When national advertising is launched, Cowen predicts that the figure will increase to 50 per store per day. Traditional beef sales have also increased since the launch of Impossible Whopper.

The Impossible Whopper also apparently convinces customers to pay more. According to Cowen, checks with the plant-based burger tend to be $ 10 or more, compared to the average Burger King order of $ 7.36 in 2018.

"While data is limited, our check suggests that Impossible Whopper attracts new and lapsed users to the brand that skews younger and wealthy, and drives high prices for repeat orders, "writes Charles.

With the apparent success of Impossible Whopper, other chains have been quick to test their own plant-based menu items. Impossible Foods & # 39; rival Beyond Meat recently announced partnerships with KFC, Subway, Dunkin & # 39; and Del Taco.


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