Impossible Whopper boosts Burger King restaurant sales

Burger King's national Impossible Whopper rollout is boosting sales and bringing in new customers, according to analysis by Cowen.

Orders including the plant-based burger tend to amount to $10 or higher, compared to Burger King's average check of $7.36 in 2018, according to analyst Andrew Charles.

Traditional beef Whopper sales have also increased since the Impossible Whopper launched.

Jose Cil, the CEO of Burger King parent company Restaurant Brands International, recently told Business Insider that the Impossible Whopper is “something we believe can be a part of the Burger King menu for the long term.”

Visit Business Insider's homepage for more stories.

Early signs are pointing to Burger King's national rollout of the Impossible Whopper already paying off for the chain.

In early August, Burger King launched the plant-based burger at more than 7,000 Burger King locations across the US. The rollout followed a four-month test of the Impossible Whopper in certain markets.

Read more: Burger King is taking the Impossible Whopper national and says it's looking into other plant-based 'meat' items

“This is not a gimmick,” Jose Cil, the CEO of Burger King parent company Restaurant Brands International, recently told Business Insider. “This is something we believe can be a part of the Burger King menu for the long term.”

According to Cil, the Impossible Whopper has attracted a mix of new customers and convinced regular Burger King visitors to try the new menu item. According to channel checks by Cowen, the Impossible Whopper is set to contribute to 6% same-store sales growth in the third quarter at American Burger Kings.

“Our 6% same store sales estimate for 3Q implies instances of one-time consumer trial for Impossible Whopper is sustained, and arguably offset, by awareness that continues to grow with Burger King using TV advertising to promote the innovation,” analyst Andrew Charles wrote in a note last Thursday.

According to Charles, stores are selling roughly 45 Impossible Whoppers per day. Once national advertising launches, Cowen predicts that figure will ramp up to 50 per store per day. Traditional beef Whopper sales have also increased since the Impossible Whopper launched.

The Impossible Whopper is also apparently convincing customers to pay more. According to Cowen, checks with the plant-based burger tend to be $10 or more, compared to the average Burger King order of $7.36 in 2018.

“While data is limited, our check suggests Impossible Whopper is attracting new and lapsed users to the brand that skew younger and affluent, as well as driving high rates of repeat orders,” Charles writes.

With the apparent success of the Impossible Whopper, other chains have been quick to test their own plant-based menu items. Impossible Foods' rival Beyond Meat has recently announced partnerships with KFC, Subway, Dunkin', and Del Taco.

据Cowen分析，汉堡王的全国Impossible Whopper正在推动销售并吸引新客户。据分析师安德鲁·查尔斯（Andrew Charles）称，与汉堡王在2018年的平均支票7.36美元相比，包括以植物为基础的汉堡的订单价格往往达到10美元或更高。自从Impossible Whopper推出以来，传统牛肉的销售量也有所增加.Bund King的母公司Restaurant Brands International的首席执行官Jose Cil最近告诉Business Insider，“Impossible Whopper”是“我们认为可以做到的事情”长期的汉堡王菜单的一部分。“访问Business Insider的主页了解更多故事。早期的迹象表明汉堡王全国推出的Impossible Whopper已经为该连锁店付出了代价。阅读更多：汉堡王正在采取不可能的Whopper国家，并说它正在调查其他植物为基础的'肉'项目”这不是一个噱头，“汉堡王母公司首席执行官何塞西尔Restaurant Brands International最近告诉Business Insider。 ”这是我们认为可以成为长期汉堡王菜单的一部分。“据Cil称，Impossible Whopper吸引了大量新客户，并说服常客汉堡王访客尝试新菜单项目。根据Cowen的渠道调查，Impossible Whopper将在第三季度为American Burger Kings带来6％的同店销售增长。 ”我们对第三季度6％同店销售额的估计意味着“Impossible Whopper”的一次性消费者试用的实例持续存在，并且可以说是由于汉堡王使用电视广告推动创新而持续增长的意识。分析师Andrew Charles上周四在一份报告中写道。据查尔斯称，商店大致卖得很好45每天不可能的Whoppers。一旦全国性广告推出，Cowen预计每天每家商店的数字将增加到50。自Impossible Whopper推出以来，传统牛肉Whopper的销量也有所增加。 不可能的Whopper显然也在说服客户付出更多。根据考恩的说法，与2018年平均汉堡王订单7.36美元相比，以植物为基础的汉堡的支票往往是10美元或更多。“虽然数据有限，但我们的检查表明Impossible Whopper吸引了新的并且失效了倾向于更年轻和富裕的品牌的用户，以及推动重复订单的高利率，”查尔斯写道。 随着Impossible Whopper的明显成功，其他连锁店已经迅速测试了他们自己的基于植物的菜单项目。 Impossible Foods的竞争对手Beyond Meat最近宣布与肯德基，赛百味，Dunkin'和Del Taco建立合作伙伴关系。