The Burger King brand is growing plant-based offerings globally with the launch of Rebel Whopper across Europe and testing an expanded plant-based burger platform in select U.S. markets.
Plant-based products at Burger King restaurants globally have performed very well, and in the U.S. specifically the Impossible Whopper has quickly become one of the most successful product launches in brand history leading to a comparable sales performance of positive 5 percent this past quarter.
The Burger King Rebel Whopper is launching in more than 20 markets, 2,400 restaurants, across Europe on November 12, making it the largest European market launch for Burger King and the biggest restaurant chain offering plant-based burgers in Europe. In Europe, BK has partnered with The Vegetarian Butcher to create a plant-based offering which delivers the same great quality and flame-grilled taste you’d expect from the Whopper, but with no beef.
In the U.S., Burger King is testing a plant-based burger platform featuring the Impossible Whopper JR. and the Impossible Burger. The new burger will be market tested at 180 restaurants in Milwaukee, Cedar Rapids, Augusta, Cincinnati and Buffalo locations.
The same Impossible Whopper taste but now in a smaller package, the Impossible Burger market test menu items will include:
The Burger King Impossible Whopper JR. features a flame-grilled patty made from plants, topped with juicy tomatoes, fresh lettuce, creamy mayonnaise, ketchup, crunchy pickles, and sliced white onions on a soft sesame seed bun.
The Burger King Impossible Burger features the chain's signature flame-grilled patty made from plants topped with a simple layer of crinkle cut pickles, yellow mustard, and ketchup on a toasted sesame seed bun.
The Burger King Impossible Burger is also available on the King Jr. Meal and as an Impossible Cheeseburger. This marks the first national quick-service restaurant chain in the US to launch a plant-based menu entrée on the kid’s menu.