TL;DR
Burger King's test of the Impossible Whopper resulted in an 18.5% increase in foot traffic at participating locations. The partnership with Impossible Foods made Burger King the first coast-to-coast QSR to serve the award-winning meat substitute.
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.
In this story
This story was originally published in 1851 Franchise on May 29, 2019. Burnaze summarizes and links to the original reporting.
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