Burger King Sweden is putting its plant-based patties to the test. The burger chain is convinced it has made their sandwich patties taste just like actual beef or chicken. Therefore, in order to test their theory, they’ve decided to flame-grill the taste buds of patrons by serving randomized burgers and asking them to distinguish if they’re real meat or not.
With the success of meat alternatives, it’s increasingly popular for fast food chains to brag that their plant-based patties taste as good as meat. Burger King Sweden, through promotion by Stockholm-based agency Ingo, has created a 50/50 menu that lets you order a Whopper your way — then try to guess whether the finished product is meat or not. Obviously, this coin toss is a bad idea if you’re a committed vegetarian, but for the veggie-curious, it’s a fun way to see whether you can really tell the difference.
However, not wanting to repeat the mistake of an NYC location that served real Whoppers to customers who ordered the vegetarian Impossible Whopper, Burger King’s menu will be split into two with the new 50/50 menu being separate.
“We are really proud of how hard it is to tell our plant-based burgers apart from real meat,” says Daniel Daniel Schröder, marketing director for Burger King Sweden in a statement about the campaign. “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.”
Burger King’s two plant-based burgers are meatless versions of the classic Whopper and chicken sandwich, called the Rebel Whopper and Rebel Chicken King. Patrons who use the 50/50 menu will only find out the contents of their burgers when they scan their boxes through the Burger King app. The guesses made by visitors, no matter how many are right or wrong, will then fuel new ads that Burger King Sweden plans to launch later this summer.
Are you willing to play roulette with your taste buds?