How Successful Were Impossible Whoppers in Burger King’s Test Markets?

May 22, 2019 / by inMarket

Credit: Burger King

Burger King made big headlines when it announced it would be testing The Impossible Whopper — featuring an entirely meatless patty created by plant-based food producer, Impossible Foods — in the St. Louis market. Burger King is expanding this menu offering nationwide, so we’ve analyzed visitation patterns to show the impact of the Impossible Whopper’s launch on test markets, and how it may affect this fast food chain nationwide as well.

Get the full results for this deep-dive report on Impossible Whoppers — now available here.

  • Overall, Burger King locations selling the Impossible Whopper outperformed the chain’s U.S. foot traffic average by 18.5% during the test period.
  • During the month of the Impossible Whopper’s release, St. Louis Burger King locations attracted 16.75% higher foot traffic than the previous month’s average.
  • Burger King locations that did not roll out Impossible Whoppers saw a slight decrease in visits. Nationally outside of St. Louis, foot traffic was 1.75% lower during the Impossible Whopper’s test period, compared to the previous month’s average.
  • It’s likely that this massive boost in foot traffic is due in large part to the fast food chain’s new meatless option. Given the success in St. Louis, we expect to see a positive impact on visitation as the Impossible Whopper rolls out nationally in the future.

How We Did It

inMarket’s first-party, SDK-derived location data of over 50 million Comscore-verified active users to analyze visitation spikes and dips for Burger King locations selling the Impossible Whopper in St. Louis and compared it to nationwide Burger King locations who did not sell the Impossible Whopper.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for consumer behavior, fast food chain strategy and growth. Measuring these real-time movements is crucial because it provides an extra dimension of observation and early visibility into how new menu offerings might affect the direction in which the fast food industry will move.


Get the full results for this deep-dive report on Impossible Whoppers — now available here.

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