Burger King launches a '50/50 menu' that will randomly serve customers a plant-based or meat burger and urge them to guess what they're eating.
To prove they taste like the real thing, they've launched a "50/50 menu" that will randomly serve customers either a plant-based or real meat burger.Burger King's new 50/50 menu in SwedenBurger King is so confident its new plant-based burgers in Sweden taste like real meat that it is asking customers to order off a random menu and guess whether they're eating real meat or an imitation.
The burger chain recently launched two plant-based burgers in Sweden. They're meatless versions of the classic Whopper and of a "Crispy Chicken" sandwich called the "Rebel Whopper" and "Rebel Chicken King." The new products will soon be launching in other countries in Europe, Burger King said in a statement. Burger King has more than 16,000 restaurants in the world, with 135 in Sweden, the chain said.
To get consumers to believe the new sandwiches "taste so similar to real meat that you won't notice any difference," the restaurant has launched a "50/50 menu." If customers order off that menu, they'll be randomly served a plant-based or regular meat patty. Then they'll have to guess which one they're eating.
Curious customers can then scan their box in the Burger King app to find out. Data from the guesses will be collected and used for ads that will run later this summer . Burger King is working with creative agency Ingo Stockholm for the campaign.Impossible Burgers, which are known to "bleed" just like real burger patties. It then said it would launch the product nationwide this year.
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