Burger King Launches 'Real Meals,' For Mental Health Awareness

by Noah Mcgee May 3, 2019, 1:01
Burger King Launches 'Real Meals,' For Mental Health Awareness

The Impossible Whopper uses an Impossible Burger patty with the regular Whopper toppings, giving customers "permission to come into the restaurants more frequently" to enjoy a burger while cutting back on meat products, according to Chris Finazzo, president of Burger King North America. That is what Burger King used in their Impossible Whoppers.

Burger King is taking another jab at McDonald's, this time with "Real Meals".

Starting April 1, 59 Burger King restaurants in and around St. Louis tested the Impossible Whopper.

The Impossible Whopper is meant to "give somebody who wants to eat a burger every day but doesn't necessarily want to eat beef every day, permission to come into the restaurants more frequently", Chris Finazzo, president of Burger King North America, said in a statement.

Additionally, the company noted the new burger option is not stealing sales from its core offerings. To do this, Burger King partnered with Impossible Foods, a relatively new fake meat start-up. It's this latter ingredient, which happens to be extractable from plants such as soy, that causes the patty to sizzle, smell and cook like beef. "We're not seeing guests swap the original Whopper for the Impossible Whopper", said Restaurant Brands International CEO Jose Cil during the company's first quarter 2019 earnings call. "And based on guest reaction, we made a decision to advance our plans to expand the Impossible Whopper to select new markets this summer", said Cil to Engadget.

Nintendo: 34.74M Switches Sold, No Plans for New Hardware at E3
Also, just because it doesn't plan to announce new console skus at the event doesn't mean new offerings aren't in the works. Digital software sales on Switch brought in ¥118.8 billion ($1.06 billion), an 95.4% increase year-over-year (yoy).

For now, we can confirm that limited-edition Real Meals will be available at select locations throughout May in the US.

Another point of concern is that there is no indication that Burger King is actually donating any money or percentage of proceeds from the campaign to any advocacy groups or non-profit organisations that support real people living with mental health concerns.

Impossible Foods has previously collaborated with other fast food joints, including White Castle, to produce vegan items for the menu. The main competitor of Impossible Foods envisions a $35 billion market for pseudo-meats in the US.

A plant-based burger (left) and a beef burger (right).

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