The Impossible Burger Boosts Foot Traffic at Burger King by 20%

The Impossible Burger Boosts Foot Traffic at Burger King by 20%

Burger King recently completed market trials for it’s Impossible Burger – a plant-based meat substitute that appears to “bleed”. InMarket Insights estimates that foot traffic to participating Burger King stores – all in the St. Louis area – increased by 18% during the month of April. The Impossible Whopper is Burger King’s first foray into meat substitutes; the company now plans to take the product nationwide by the end of this year.

One of our data engineers, Paul E., decided to take a look at our own foot traffic data for Burger King restaurants to see if he could verify InMarket InSights’ claims. To do so, he compared visits to Burger King restaurants serving the Impossible Whopper with those not serving the sandwich in locations throughout the U.S.

AVERAGE DAILY VISITS TO BURGER KING RESTAURANTS:
JAN 1 – APRIL 30, 2019

To summarize, locations serving the Impossible Whopper had almost 20% more visits per location than locations serving the regular menu during the month of April. He also found that St. Louis-area Burger Kings have a higher number of visits per venue than non-St. Louis restaurants, in general – but that difference was significantly more pronounced in April.

AVERAGE MONTHLY VISITS TO BURGER KING RESTAURANTS:
JAN 1 – APRIL 30, 2019

MonthImpossible BurgerRegular Menu
Jan2,8562,800
Feb2,5682,461
Mar2,9272,609
Apr3,4322,855

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