The Impossible Burger, which says its recent shortages are behind it, will face its biggest test yet next week — a nationwide rollout in more than 7,000 Burger Kings.
Impossible Foods said in July its supply issues had been resolved, as the 68,000-square-foot plant in Oakland, California, added more staffing and efficiency improvements. Impossible earlier this week said it would look to OSI to help make its meat-free products, too.
“They’re a really big and sophisticated vendor,” Finazzo said of OSI, which already is a Burger King supplier. “It’s going to give us and every other brand that’s interested in selling the Impossible product the possibility to be able to do just that.”
Restaurants including White Castle and Tim Hortons have been racing to add plant-based foods to their menus as health and environmental concerns mount. American diners are increasingly seeking out meat-free options, and Restaurant Brands International Inc.-owned Burger King says 90% of the people who ordered it during the trial run are meat eaters.
Although Burger King is more known for selling meaty excess like its 1,150-calorie Bacon King sandwich, the chain found its test runs pulled in a new kind of diner. Burger King’s soy-based Whopper will be $1 more expensive than its beef counterpart.
“It drove a tremendous amount of new guests into our restaurants,” Finazzo said. “This guest is not our typical guest: They shop at places like Trader Joe’s, Whole Foods and visit restaurants closer to Panera Bread.”