The meat-substitute maker's customers keep buying animal protein, while the fast-food chain's Impossible Whopper hasn't eaten into Whopper sales.
Burger King and Beyond Meat have found plant-based, beef-like burgers don't cannibalize sales of the real thing., reported that 93% of buyers of its Beyond Burger in Kroger grocery stores in the first half of 2018 also bought animal protein during the same period.
"We request that the product be sold in the meat case at grocery retailers, where meat-loving consumers are accustomed to shopping for center-of-plate proteins," Beyond Meat said in its IPO filing. Burger King, which is preparing to roll out its plant-based Impossible Whopper nationwide this year after a successful trial in St. Louis, has noted the same pattern.
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