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Burger King takes its Impossible Croissan’wich national

The breakfast item, made with Impossible Sausage, shows that chains are slowly returning to normal following the pandemic.
Impossible Burger
Photograph courtesy of Burger King

Here’s an indication of where the fast-food sector is in its recovery from the coronavirus pandemic: Burger King is getting back to the business of fake meat.

The Miami-based burger chain on Monday said it is rolling out its Impossible Croissan’wich nationwide at a suggested price of $3.99. The rollout follows a test of the breakfast sandwich earlier this year.

The sandwich is made with Impossible Sausage, the imitation sausage from Impossible Foods, and follows the company’s successful introduction of the Impossible Whopper last year. The breakfast sandwich is made with a croissant, eggs, cheese and Impossible Sausage.

Yet it’s also an indication that companies are increasingly confident in their comebacks to get back into the marketing game.

Most big chains have avoided product marketing during the coronavirus, opting to avoid limited-time offers to help their franchisees with costs and throughput. That trend is gradually beginning to end.

Subway, for instance, is planning a 2-for-$10 Footlong sandwich offer beginning tomorrow, and Jimmy John’s is offering customers the ability to get a second sandwich for 50% off when they buy another one through the chain’s digital channels.

Burger King, however, is taking the step of adding a new product. Before the coronavirus hit, the chain and several others had been aggressively offering sandwiches made from plant-based meat, hoping to generate sales from consumers who feel better about eating the products than they do burgers or breakfast sandwiches.

Sales at many fast-food chains have improved to the point where they are up over last year—big Burger King operator Carrols said on Monday that its same-store sales were up in the first week of June, for instance.

Burger King apparently feels strong enough that it is resuming its move further into the fake-meat world.

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