Impossible Whopper Boosted Burger King Traffic by 18%, Report Says

While McDonald’s is waiting to jump into plant-based meat substitutes, Burger King is reaping the rewards for taking the plunge.

On April 1, the Restaurant Brands International chain announced it was testing a vegetarian friendly version of its Whopper, made with the plant-based Impossible Burger, which is known for “bleeding” just like a real burger patty. Before the month ended, Burger King said it would launch the product nationwide this year. It has since brought the Impossible Whopper to three more cities.

Locations in Burger King’s test market, St. Louis, outperformed the chain’s national foot traffic average by 18.5% in April, according to a report from inMarket inSights. The firm analyzed location data from mobile apps for March — before the Impossible Whopper started testing — and April.

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