Wednesday, August 7, 2019

Burger King Plans Path Forward with Plants

Hedging its bet moving forward Burger King is introducing the “Impossible Whopper” nationwide and consumer will decide its path forward according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. This branded marketing partnerships has the ability to be disruptive, driving a new electricity around the partners brands according to Johnson.
In the Video below, BK found fans to come to the grand opening of what they thought would be a restaurant that only serves the Impossible burger. Plant based food products have the ‘halo’ of better for you around them and consumers desire to test them to date has shown an insatiable appetite for them as well. 
On August 8, guests across the U.S. will be able to visit their local BK restaurant, or order for delivery via the BK App and through DoorDash, to try the Impossible WHOPPER for a limited time only and decide for themselves if it delivers the same flame-grilled, juicy craveability of the famous WHOPPER sandwich.
Burger King says that “the Impossible WHOPPER is 100 percent Whopper, zero percent beef. It features a flame-grilled patty made from plants topped with freshly sliced tomatoes and onions, crisp lettuce, creamy mayonnaise, ketchup and zesty pickles on a toasted sesame seed bun.”
Chris Finazzo, President, North America, Burger King Corporation  stated “We are really excited to be able to offer our new Impossible WHOPPER to our guests across the country at an unbeatable value for a limited time,” … “Since we first launched our market tests in St. Louis in April, and later in six other markets across the country, we’ve heard great feedback and know the Impossible WHOPPER appeals to both current guests who are already big fans of the WHOPPER sandwich, as well as new guests who are excited about this new option.”
Currently this three-way test from Burger King, Impossible Foods, and DoorDash is scheduled to run from August 8 to September. Here is how the test will work: “exclusively on DoorDash and the BK App, guests can order the Impossible Taste Test and receive both an Impossible WHOPPER and the original WHOPPER sandwich for only $7.
To receive the $7 Impossible Taste Test and a $0 delivery fee, customers can use code IMPOSSIBLE and order on the DoorDash platform or through the app for Android or iOS.” This is a branded marketing partnership that is interactive and participatory with the ability to prove industry disruptive according to Johnson. How are you driving new electricity?
So, is your brand looking a customer ahead?  Are you looking to grow business like you did yesterday or do you want tomorrow customers? Just where is your brand headed? Are you building a larger share of stomach or a larger share of Top of Mind or both?
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, plant based  foods,  sampling, toy’s, beer, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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