US market indices are shown in real time, except for the S&P 500 which is refreshed every two minutes. Your CNN account Log in to your CNN account (MCD) and Wendy’s outpaced Burger King during the same quarter.Īnother part of Burger King’s turnaround plan includes adding more value items, which it did last month with the launch of a new $1 menu. In the three months that ended on September 30, sales at its restaurants open at least a year fell 7%. (QSR) said the burger chain has been struggling during the pandemic. Perhaps the fresh design and familiarity could reignite diners’ interest in Burger King. He added that the redesigned logo is “instantly recognizable anywhere in the world” and that the colors “evokes joy and warmth harkening back to their heritage.” “Given the current state of the world, the new identity feels warm and familiar,” Douglas Sellers, executive creative director at global branding firm Siegel+Gale, which wasn’t involved in Burger King’s redesign, told CNN Business. Tamar Haspel, a food-policy columnist at the Washington Post, joins Sean Rameswaram to discuss the rise - and potential impact - of the meatless meat movement.The exterior of a redesigned restaurant. With the Impossible Whopper now on offer, we’ll see whether that bet pays off. The implicit wager is that this gambit will ultimately prove worthwhile because it’ll help alternative meat take off way faster than it could’ve done without a boost from big players. ![]() The unlikely alliance of Burger King and Impossible Foods, like the alliance of Tyson and Beyond Meat, is a strategic choice to prioritize scaling up, even if it means making some compromises along the way. That’s because Burger King douses it in the same mayo it uses on its regular Whoppers. This is the argument some made when Tyson teamed up with Beyond Meat.Īnd lest anyone be confused by the “0% beef” label affixed to the new Impossible Whopper, it’s important to note: This meal isn’t vegan. … As Tyson’s then-CEO Tom Hayes told Fortune last summer, ‘If you can’t beat ’em, join ’em, right?’”įor a startup like Impossible Foods, the benefit of partnering with Burger King is obvious: The chain can sell Impossible’s plant-based product at scale and help normalize the practice of going meatless.īut by working with such a chain, Impossible Foods may also be courting controversy.īecause Burger King is by no means going to stop producing beef burgers, some might argue that teaming up with it wrongly gives it the sheen of moral legitimacy. Some of the country’s biggest meat companies are investing in meat alternatives, as my colleague Kelsey Piper has written: “The meat industry has to some extent ceased to regard them as a competitor and started considering them a possible future for meat. Consumers are increasingly seeking out meat alternatives, and if a chain can provide alternatives that are both delicious and cheap - the Impossible Whopper will cost $1 more than a regular burger - it stands to turn a big profit.īurger King is not alone in trying to corner the protein market this way. It may seem counterintuitive for meat-focused chains to get in on the alternative meat movement (which is part of why Burger King’s announcement struck some as a prank). ![]() restaurants started offering a veggie burger made by another plant-based meat company, Beyond Meat. White Castle has already begun selling a slider version of the patty produced by Impossible Foods. That could signal the start of a noticeable drop in meat consumption nationwide if other chains follow Burger King’s lead. Louis area, and if that goes well, the fast-food chain will make the product available in all its 7,200 branches across the US, according to Machado. It could also combat other problems like antibiotic resistance.īurger King is giving the Impossible Burger a trial run in 59 restaurants in the St. ![]() If this scales up, it could help save hundreds of thousands of animals from suffering on factory farms, and it could fight global warming by reducing the number of methane-producing cattle. This is a huge deal for those who want to see meat alternatives replace actual meat because of concerns over animal cruelty or climate change. ![]() “People on my team who know the Whopper inside and out, they try it and they struggle to differentiate which one is which,” Fernando Machado, Burger King’s chief marketing officer, told the New York Times. The new beefless burger is a partnership with the startup company Impossible Foods, which will supply patties made with heme, a protein cultivated from soybean roots that mimics the texture of meat - convincingly, by the sounds of it. No, that’s not an April Fools’ joke (though some people, including in the Vox newsroom, wondered if it might be). Starting April 1, Burger King is selling a new kind of Whopper that it claims is identical in taste to its traditional beef patty, with just one difference: It contains zero beef.
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