A lot of food chains have tried to cash in on meat-alternative food but none have probably done it with as much marketing sass as Burger King has.

In fact, the success of the Impossible Whopper has helped fuel Burger King’s US same-store sales growth by 5% during the third quarter. This is the chain’s biggest jump since 2015.

Watch to find out more about Burger King’ plan to go meatless!

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Now, Restaurant Brands International, the parent company of Burger King, is banking on the same success by bringing vegetarian burgers to Europe. This move will be headlined by the Rebel Whopper, a meatless burger using patties coming from Unilever-owned The Vegetarian Butcher and will be introduced to more than 2,400 European locations in more than 20 markets.

Both the Rebel Whopper and the Rebel Chicken King, another meatless sandwich, were first introduced in Sweden earlier in the year.

Back in the US, Burger King will now be expanding its Impossible burger selection by first testing Impossible patties on Whopper Jr. and other signature burgers. The burger chain announced that 180 restaurants in Milwaukee, Cedar Rapids, Augusta, Cincinnati, and Buffalo will be testing the expanded Impossible burger menu.

During a conference call with analysts in October, Restaurant Brands CEO Jose Cil said, “The Impossible Whopper is a huge hit with our guests and has quickly become one of the most successful product launches in Burger King’s history.”

There are also plans in the works to bring meatless products to Asia and Latin America, Cil added.

So far, Burger King’s competitors have been slow on the uptake when it comes to meatless alternatives. Currently, McDonald’s is still testing a burger with Beyond Meat patties at certain locations in Ontario, Canada, and Wendy’s is experiments with black-bean burgers.

Restaurant Brands’ stock has risen 28% this year with a market value of $31 billion. McDonald’s shares in the meantime, though valued at $148 billion, has only risen 8% in the same period. Wendy’s stock, valued at $5 billion, has made the biggest jump at 33% so far.

Still, the way that Burger King has successfully introduced meatless products into its fastfood menu has given them all the signs that this will be one product line that will fuel even more growth in the months and years to come.

 

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