Burger King announced that it plans to roll the Impossible Whopper out to all of its stores nationwide after a pilot in its locations in the St. Louis area “went exceedingly well,” according to a representative of the chain’s parent company. Burger King found that adding the meatless patties to the menu translated to incremental sales for its locations, which means more customers and more profit.
What’s especially exciting about the rollout of the Impossible Burger at all of Burger King’s locations is that the company is doing it in grand fashion, with its iconic Whopper. It’s not an afterthought or a substitution, but rather, an optional configuration of its flagship burger.
For Impossible Foods, the rollout of its patty to the rest of Burger King’s locations in the US is validation that the product truly is fantastic (we told you so!) and that there really is mass market appeal for it. The video announcing the pilot at Burger King’s St. Louis locations was absolutely hilarious and shows people’s reactions to being tricked into eating an Impossible Whopper.
I may or may not have been trolling Burger King and Impossible Foods about expanding beyond the pilot on Twitter, as the Impossible Burgers are not easy to find. Zachary Shahan, Chanan Bos, and I indulged in Impossible Burgers for our first meal when we met up before our tour of the Tesla Fremont Factory and we were all impressed. Chanan was so over the moon about it that he ordered a second one and gobbled that down as well.
The 100% vegetarian burger patties bring all of the flavor, texture, and experience of a beef burger, but without the beef. Impossible Burgers are becoming increasingly common as mainstream restaurant chains recognize the quality of the product and its ability to lure in not just vegetarians, but the families of vegetarians and vegans who otherwise would not visit their establishments due to the lack of options.
Personally, this is a big one, as our family has our favorite places to eat and they sit at the top of the list not only because they make great vegetarian food (for me). They have become our favorite haunts because they have a range of delicious options, with the ability to use tofu, meatless patties, extra vegetables, and the like without any hassle.
The nationwide expansion of the Impossible Whopper at Burger King will happen by the end of 2019. You can track the rollout and start drooling over the possibility of a delicious vegetarian burger over at the Impossible Foods Burger King location finder today.