Where’s the Beef?
On April 1, Burger King announced plans to begin selling meatless Whoppers at restaurants in St. Louis, Mo., a decision that seemed like it could’ve been an April Fool’s Day prank — Whoppers without the flame-grilled beef patties carnivores had come to know and love? Blasphemy.
But it was very real, and apparently a rousing success.
The company now plans to test Whoppers containing plant-based patties created by Impossible Foods in additional markets with the goal of a nationwide rollout before the end of 2019 — a move that could solidify meatless meat’s place on the menu of mainstream America.
José Cil, CEO of Burger King’s parent company Restaurant Brands International (RBI), discussed the expansion during an earnings call with investors on Monday.
“It’s really difficult to distinguish between the Impossible Whopper and the original offer,” Cil said, according to Engadget. “And based on guest reaction, we decided to advance our plans to expand the Impossible Whopper to select new markets this summer.”
Cil went on to note that Burger King is “going to target a national rollout toward the end of the year, if guest reaction continues to remain as strong as we’ve seen in St Louis.”
READ MORE: Burger King plans to sell the Impossible Whopper nationwide this year [Engadget]
More on the Impossible Whopper: Burger King Debuts Meatless Whopper