- Burger King Sweden
- Burger King locations in Sweden are having customers guess if their meals are made from meat or plant-based meat substitutes.
- Customers who purchase Whoppers or Crispy Chicken Burgers from the company’s new “50/50 menu” could instead receive a meatless Rebel Whopper or Rebel Chicken King.
- They can scan a code to check if their meal contains meat through the Burger King app after they guess which category their sandwich falls into.
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Burger King locations in Sweden are so confident that their meatless menu options taste like the real thing that they are challenging customers to guess if their meals are made from meat or plant-based substitutes.
Guests who purchase Whoppers or Crispy Chicken Burgers from the company’s new “50/50 menu” could receive a Rebel Whopper or Rebel Chicken King – two of Burger King’s newest meatless menu items.
Customers can then scan the code on the packaging to check if their meal contains meat through the Burger King app – but only after they guess which category their sandwich falls into.
- Burger King Sweden
“Both Rebel burgers are soy-based,” Daniel Schröder, marketing director for Burger King Sweden, told INSIDER. “The 50/50 menu price is reduced compared to a regular Whopper meal, further incentivizing people to try.”
Schröder said that, as of Monday, 60% of customers have guessed the makeup of their sandwich correctly and 40% have missed the mark. While there is no reward for guessing correctly, Schröder said that customers are still enjoying “the fun of the challenge and the pride of getting it right.”
“We are really proud of how hard it is to tell our plant-based burgers apart from real meat,” Schröder said in a statement given to INSIDER. “With the 50/50 menu, we hope that more people dare to try them. And hopefully have fun trying to figure out which one they got.”
The 50/50-menu is available in all Burger King restaurants in Sweden for the next three weeks. Customers can also still purchase meat and plant-based items off of the chain’s original menus.
In the United States, Burger King now offers an Impossible Whopper, a regular Whopper made with an Impossible Foods’ plant-based burger, in select cities across the country.
Burger King isn’t the only food company enjoying the recent spike in meatless mania. Chains such as White Castle, Little Caesars, and Carl’s Jr. have all recently incorporated or announced upcoming plans to include meatless products into their menus. Impossible Foods has also drawn several high-profile investors, including Jay-Z and Serena Williams.
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