The Impossible Whopper is driving steady traffic to Burger King, data shows

Location data reveals that the introduction of Burger King's meat-alternative patties increased traffic at the global fast-food franchise.

Barclays used geolocation tracking to study traffic at Burger King restaurants in St. Louis during the company's trial phase of its new Impossible Whopper.

Research suggests, "following the national launch of the Impossible Whopper, BK stores have seen an ~2 percentage point traffic lift nationally" versus McDonald's. Researchers at Barclays studied the ratio of traffic share between Burger King restaurants in St. Louis and locations nationwide during the company's trial phase of its new Impossible Whopper, a plant-based burger produced by Impossible Foods. Burger King began testing the new burgers exclusively at St. Louis locations in April.

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