Burger King’s Impossible Croissan’wich
Source: Burger King
Burger King stated Monday it is including a breakfast sandwich made with meat-free Impossible Sausage to its menu across the country.
The Restaurant Brands International chain, which started evaluating the menu product in January, is the very first nationwide chain to include Impossible Foods’ sausage to a breakfast sandwich. The Impossible Croissan’wich will be offered for a restricted time at getting involved places. Dunkin’ currently offers breakfast sandwiches made with Beyond Meat’s plant-based sausage.
The menu addition comes as fast-food chains report lower breakfast sales due to the coronavirus pandemic. More customers are working from house — and consuming breakfast there. Some dining establishments, like Yum Brands’ Taco Bell, briefly reduced their hours in reaction to slower need for the breakfast.
A brand-new menu product made with a meat option might stimulate breakfast sales for Burger King. Nearly a year back, in reaction to the fad for plant-based meat options, Burger King included the Impossible Whopper, made with Impossible’s meatless hamburger, to menus across the country. The hamburger raised traffic and sales for the chain. Earlier this year, Burger King consisted of the meat-free hamburger in its 2 for $6 promo in an effort to attract more price-sensitive consumers.
To promote the brand-new breakfast sandwich, Burger King is distributing as much as 100,000 of them through its mobile app with any purchase of a minimum of $1.
Shares of Impossible’s competitor Beyond Meat fell 2% in premarket trading in the middle of a more comprehensive market sell-off.
Restaurant Brands shares were up 1%.
Correction: An earlier variation misstated Burger King’s promo. Burger King is distributing as much as 100,000 of the brand-new breakfast sandwiches through its mobile app with any purchase of a minimum of $1.
