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- According to Cowen's analysis, Burger King's National Impossible Whopper deployment boosts sales and attracts new customers.
- Orders including the herbal burger tend to reach $ 10 or more, compared to Burger King's average check of $ 7.36 in 2018, according to analyst Andrew Charles.
- Whopper sales of traditional beef have also increased since the launch of Impossible Whopper.
- Jose Cil, CEO of Burger King's parent company, Restaurant Brands International, recently told Business Insider that the impossible Whopper was "a product that we believe can be part of Burger King's long-term menu" .
- Visit the Business Insider home page for more stories.
The first signs indicate that the national launch of the movie Impossible Whopper by Burger King is already bearing fruit for the channel.
In early August, Burger King launched the herbal burger at more than 7,000 Burger King establishments in the United States. The launch took place after four months of testing the Impossible Whopper in some markets.
Read more: Burger King takes the National Impossible Whopper and says he's looking at other items of "meat" herbal
"This is not a gadget," Business Insider's Jose Cil, CEO of Restaurant Brands International, parent company of Burger King, told Business Insider recently. "It's something we believe we can be part of the Burger King's long-term menu."
According to Cil, the Impossible Whopper attracted a mix of new customers and convinced the usual Burger King visitors to try the new menu. According to Cowen's chain checks, the impossible Whopper would contribute to comparable sales growth of 6% in the third quarter at American Burger Kings.
"Our estimate of 6% of comparable store sales for 3Q involves unique cases of consumer testing for Impossible Whopper that are maintained, or even offset, by rising awareness, with Burger King using TV advertising to promote Innovation, "wrote analyst Andrew Charles. in a note last Thursday.
According to Charles, stores sell about 45 Impossible Whoppers a day. Cowen predicts that once national advertising is launched, it will increase to 50 per store per day. Whopper sales of traditional beef have also increased since the launch of Impossible Whopper.
The Impossible Whopper also seems to convince customers to pay more. According to Cowen, checks with the herbal burger tend to be $ 10 or more, compared to Burger King's average order of $ 7.36 in 2018.
"Although the data is limited, our audit suggests that" Impossible Whopper attracts new, stale users to the brand, who are leaning more and more young and affluent, while generating high rates of renewed orders, "writes Charles.
With the apparent success of Impossible Whopper, other chains have quickly tested their own herbal menu items. Impossible Foods' rival, Beyond Meat, recently announced partnerships with KFC, Subway, Dunkin & Del Taco.
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