MIAMI—Starting August 8, all U.S. Burger King stores will serve Impossible Whoppers after a successful test in St. Louis, CNBC reports. Those units had a 18.5% uptick in traffic during the April pilot.
Chris Finazzo, president of Burger King North America, said the test proved that customers want a plant-based alternative to hamburgers, with the pilot drawing in new customers. Flexitarians—people who want to lower their intake of meat—have been the driving force behind the explosion of meat alternatives.
Burger King will run a limited-time offer to promote the Impossible Whopper via its mobile app and DoorDash delivery partner. For $7, customers can order a taste test box with a beef Whopper and the plant-based Whopper. “I think one of the insights we had during the entire process is that it really does taste like beef,” Finazzo said.
However, Finazzo indicated that the Impossible Whopper is only on menus for a limited time, which is how the chain trials new items. Burger King is also testing $1 tacos.
Impossible Burger this week won approval from the U.S. Food and Drug Administration for a color additive—soy leghemoglobin—that gives its burgers its pinkish appearance. The approval clears the way for Impossible Burger to expand beyond restaurants to putting its products on grocery store shelves, CNBC reports.