The nation’s second-largest burger chain began testing the plant-based burger from Impossible Foods at locations in St. Louis in April. Those Burger King locations saw traffic outperform national averages by 18.5% that month, according to a report from inMarket inSights.Chris Finazzo, president of Burger King North America, declined to share any specific numbers about foot traffic or sales in an interview.
Since April, Burger King has brought the Impossible Whopper to six more markets. Jose Cil, CEO of Burger King’s parent company, Restaurant Brands International, said in late May that the chain will roll it out nationwide to its 7,200 U.S. locations.
McDonald’s, the largest burger chain in the U.S., has yet to offer a plant-based burger in its home market. CEO Steve Easterbrook has said that the chain is waiting to learn more about how the vegan item can drive foot traffic.
Burger King is now selling the meatless, plant-based burger patty at some restaurants in Miami; Columbus, Georgia; and Montgomery, Alabama; the burger chain announced on Tuesday.
Burger King’s test of a vegetarian version of its signature Whopper was such a success, the chain is planning to roll the Impossible Whopper out nationally this year.On April 1, Burger King started testing the vegetarian burger, using a plant-based patty from Impossible Foods. The test took place in St. Louis and “went exceedingly well,” a spokesperson for Restaurant Brands International, Burger King’s parent company, said. The spokesperson added that the sales of the Impossible Whopper are complementary to the regular Whopper.