Burger King Reports Increased Sales of Conventional Beef Burgers Alongside Climbing Impossible Burger SalesFri, 20 Sep 2019 10:35:00 CDT
Oklahoma Cattlemen's Association Executive Vice President Michael Kelsey offered testimony during a special legislative interim study meeting this week on the labelling of beef and talked about OCA's recent efforts to build a branded beef program in the state. He was asked by one lawmaker about "fake meat" and responded with a story about the Impossible Burger from Burger King.
"That's a big topic within our industry right now is the Impossible Burger. I'll pick on Burger King because the Impossible Whopper is interesting- Burger King has fed us some interesting data," Kelsey said, reporting to the committee the information shared with the OCA from Burger King. "Sales of their Impossible Burger are going up. But they also report the sales of their beef has gone up. Not at the same level, but up. Ok, so why is that?"
According to Kelsey, the way in which Burger King has explained it is that it is all about the group dynamic that has started to develop among the consumer base. Kelsey explains that often times a group of four or five people will get together and decide to go eat- potentially at Burger King. However, one in the group will nix the idea, being a vegetarian and insisting the group consider another more inclusive option. With the advent of the Impossible Whopper, the entire group can be accommodated and Burger King profits the sale of three or four burgers in that scenario, plus an additional sale of an Impossible Whopper, rather than losing all the sales.
"So, is the Impossible Whopper a threat, you bet it is- but I think what we have to do," Kelsey said, "is work on making sure the consumer understands the quality, consistency and the value of our product. Let's advertise to the consumer who we are and that is we're the best. You want the best, come and get some beef."
Listen to Kelsey talk more about the Impossible Burger with Radio Oklahoma Ag Network Farm Director Ron Hays, on today's Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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