And it seems to be attractive to even their most loyal Whopper customers: Burger King conducted an experiment with customers and found that they could not distinguish between their usual Whopper and the Impossible Whopper.
Burger King partnered with the non-profit organization Mental Health America to increase visibility about issues surrounding mental health during May, which is Mental Health Awareness Month. The company hopes to oversee a national launch at its 7,300 US locations by the end of 2019, CNN reported.
Patrons across 59 restaurants in St Louis, Missouri, were the first to try a new iteration of the fast food chain's most famous sandwich - one made with a meatless patty from Impossible Foods.
"The Impossible Whopper test in St. Louis went exceedingly well and as a result there are plans to extend testing into additional markets in the very near future", the company said in a statement. According to the company's 2018 Sustainability Report, if Americans replace 50 percent of their beef intake with plant-based food, the earth would be spared 35 million metric tons of carbon. If guest reaction stays on top of the charts, the company would expand in a nationwide launch. Earnings, adjusted for non-recurring costs like fees to a restructuring consultant, came to 55 cents per share. Only a month later, Burger King has called the pilot sales a success and revealed that it will start offering the vegetarian option at stores located across the nation later this year.
Restaurant Brands posted revenue of $1.27 billion in the period, beating analysts' forecasts.