The Future of (Fake) Food

What’s the world coming to? Taco Bell is selling fries, KFC puts Cheetos on chicken and iHop thinks they’re a burger joint.

Well, grab your buns and open wide. Burger King is launching the Impossible Whopper, a meatless patty made from plant-based protein.  And guess what? They’re pretty good!

Will America embrace a meatless burger? Yes, we’ll have to. The transition will be gradual.    

But the business of raising cattle isn’t sustainable due to spiraling costs, the scarcity of feed-growing farmers, medical treatment – and farting cows. It’s true, they affect our climate.

But here’s the game-changer. The cost of raising one cow is $900, and they’re sold at a loss of $275 per head. Meanwhile, plants can be grown quickly and at a fraction of the cost. One day, everyone will eat plant-based steak, burgers and chicken. And our fish won’t have heads or bones, just a filet that’s heathier and tastes nearly the same.

So, is the Impossible Whopper just a vegetarian option on Burger King’s menu? Or is the company preparing for the future of fast food?   

Here’s my take: In his book, The Tipping Point, Malcom Gladwell points to the power of ‘connectors’ who influence change. Soon, meatless ambassadors will emerge and spread the word.

If Burger King scores with their fake burger, McDonalds will be right on their heels. They must. Both chains live and die by the burger and can’t risk losing an advantage. Meanwhile, the Impossible Burger Company is already worth $2 billion. So, there’s gold in them patties.

After a successful debut in St. Louis, the Impossible Whopper is being rolled out to all 7,200 Burger King locations.

So, get ready America. Plant-based burgers are coming your way…as soon as they pass through St. Louis.

Next: The Whisper That Screams


Beau Phillips is President of Rainmaker Media. 
He’s a creative marketing consultant, strategist and speaker.
Reach him at 203-256-9347 

14 thoughts on “The Future of (Fake) Food”

  1. I’ve always been a boca burger guy-I tasted the Impossible Whopper-all the condiments and sauce make it a delicious bugger! But yes the world is going towards plant based meat!

    1. You know, even though it’s funnier to talk about farts, it’s not cow farts we have to worry about, but the methane that comes out the other end in burps!

      Jeff, cows are methane-producing machines that are much more productive than humans… at least when it comes to bodily functions. We still take the cake when it comes to overall environmental damage though, so maybe our habits and energy sources should be replaced before we start talking about replacing ourselves 🙂

  2. I’m seeing those impossible things everywhere here in Denver, BK, Carl’s Jr.’s , Del Taco has Beyond Meat tacos and I hear KFC is rolling out Beyond Chicken and Subway Beyond meatball sub. I personally dont like food pretending to be other food. The processing and chemicals it takes to make it taste like beef is really unhealthy. I’d rather just cut back on real beef than eat the fake stuff.

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