Will you try Burger King's 'Impossible Whopper'? | The Tylt
Will you try Burger King's 'Impossible Whopper'?
In partnership with the start-up Impossible Foods, Burger King is redefining the Whopper: no meat required. According to Whopper experts, you can barely taste the difference. The New York Times' Nathaniel Popper reports:
Burger King’s chief marketing officer, Fernando Machado, said that in the company’s testing so far, customers and even employees had not been able to tell the difference between the old meaty Whopper and the new one.
“People on my team who know the Whopper inside and out, they try it and they struggle to differentiate which one is which,” Mr. Machado said.
Burger King plans to role out the "Impossible Whopper," as it has been proudly entitled, to 59 restaurants in the St. Louis area. But according to Machado, if St. Louis takes to the new item, beefless burgers could be placed on the menu of Burger Kings around the country. Burger King fans can appreciate that the Impossible Whopper is healthier than its traditional counterpart:
On the health side, the Burger King version of the Impossible burger will have about the same amount of protein as the regular Whopper, with 15 percent less fat and 90 percent less cholesterol.
Although anticipation is high for Burger King's latest addition, beef fans and vegetarians are both apprehensive.
Fans of Burger King feel that the Impossible Whopper will never come close to the classic burger. This camp feels the chain shouldn't try to be something it's not by offering a burger without beef, particularly since Burger King has long acclaimed the Whopper to be "100% beef."
Vegetarians, on the other hand, worry that the beefless burger will be contaminated during the cooking process, as it will likely be cooked on the same surfaces and with the same tools as all the other Whoppers. If this is the case, Burger King is only fooling customers into believing they are truly eating a vegetarian product.