Burger King isn't backing away from plant-based Impossible Foods items: It plans more promotions and ads, said the CEO of a major franchisee.
Carl’s Jr. has a Beyond Meat burger and Burger King has an Impossible Whopper: Which will reign supreme in our fake-meat burger showdown?
Nationwide, restaurants and grocery stores are rushing to add plant-based options. It remains to be seen whether their popularity is a long-lasting trend, but the biggest restaurant and food companies are moving to capitalize on the growth. Starbucks Corp. said Tuesday that it’s exploring meat alternatives for its breakfast menu, while McDonald’s Corp. is testing faux meat from Beyond Meat in Canada and from Swiss company Nestle in Germany. Food distributor Sysco Corp.
Impossible Whopper sales were not cutting into regular Whopper sales, UBS analyst Steven Strycula said in a note last month. It’s not surprising that sales have leveled off, said Adam Chandler, author of “Drive-Thru Dreams: A Journey Through the Heart of America’s Fast-Food Kingdom.”“The fatigue tends to set in after the initial buzz,” he said, noting that Carrols has reported a similar stabilization in sales of the much-hyped Popeyes chicken sandwiches. But Chandler doesn’t expect the Impossible Whopper to be cut from menus anytime soon because of the chain’s big investment in a national rollout.
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