Following the success of the Impossible Burger’s U.S. debut this past year, Burger King has announced a plant-based foray into the European market.
The fast food giant has elected to go with a plant-based patty made by The Vegetarian Butcher, a brand owned by Unilever. The new menu item will go by the name “Rebel Whopper” and is already available in 2,400 locations across Europe.
During an analyst call discussing third quarter results for Restaurant Brands International (), which owns Burger King, CEO José Cil called the Impossible Whopper “a huge hit,” adding that the burger “has quickly become one of the most successful product launches in Burger King’s history.”The launch helped accelerate US sales. In the third quarter, sales at domestic restaurants open at least a year grew 5% — the brand’s strongest growth rate since 2015 and a “significant acceleration” compared to the first two quarters of the year, said Cil.The Impossible Whopper helped drive the increase by both drawing in new or lapsed customers. And because people who buy Impossible Whoppers are often meat eaters, they treat the meatless option as an addition to — rather than a replacement of — their regular Burger King orders.