中国营销新闻网:Hamburg King创素食汉堡拟推广营销
发表时间:2019-08-06 08:56来源:中国营销新闻网

中国营销新闻网www.lnnewsw.com:Hamburg King创素食汉堡拟推广营销

汉堡王将于8月8日开始在全美范围内推广植物人造肉汉堡“Impossible Whopper”。
Vegetarian Hamburg Trial Successful Hamburg King Program Promoted throughout the United States
今年4月,汉堡王首次推出Impossible Whopper,并在美国圣路易斯地区的59个餐厅试水。根据inMarket inSights的一份报告的数据,这些销售Impossible Whopper的汉堡王门店在当月的人流量比全国平均水平高出18.5%。

Burger King will begin promoting Impossible Whopper, a plant-based artificial meat burger, across the United States on August 8. In April, Burger King launched Impossible Whopper for the first time and tested it in 59 restaurants in St. Louis. According to a report from in Market in Sights, the Impossible Whopper Hamburg King's stores had 18.5% more people in the month than the national average.
汉堡王北美总裁Chris Finazzo表示,Impossible Whopper帮助汉堡王连锁门店吸引了不少新客人,比如那些过去常在Trader Joe's,Whole Foods和Panera Bread购物的人。但他未透露具体的人流量或销售增长数据。
Chris Finazzo, president of Burger King North America, said Impossible Whopper helped the Burger King chain attract many new customers, such as those who used to shop at Trader Joe's, Whole Foods and Panra Bread. But he did not disclose specific data on human flow or sales growth.

Impossible Whopper是汉堡王与美国人造肉企业Impossible Foods合作推出的素食汉堡,该产品售价比普通皇堡贵1美元。素肉汉堡目前是Impossible Foods的核心产品,主要供应给餐厅。其产品使用植物中的血红素让素肉吃起来和真肉一样。在外观上素肉饼看起来也和流血的新鲜牛肉无异。
Impossible Whopper is a vegetarian burger launched by Burger King in collaboration with Impossible Foods, an American manufactured meat company. It costs $1 more than ordinary burgers. Vegetarian burgers are currently the core product of Impossible Foods, mainly for restaurants. Its products use heme from plants to make vegetarian meat taste like real meat. In appearance, vegetarian meat pies also look like fresh beef bleeding.

植物性饮食潮流、降低碳排放的环保意识增强等因素,正在推动人造肉产业的快速发展。食品或餐饮领域大企业也都积极关注人造肉领域。据悉,除了汉堡王,肯德基正积极与植物人造肉生产商沟通,考虑在一些市场研发人造鸡肉产品;雀巢预计秋季在美国的超市、大学餐厅等推出Awesome Burger纯素汉堡;麦当劳母公司百胜集团也与Beyond Meat达成了合作。
The trend of vegetable diet and the increasing awareness of environmental protection to reduce carbon emissions are promoting the rapid development of artificial meat industry. Big companies in the food or catering sector are also actively concerned about the artificial meat sector. It is reported that besides Burger King, KFC is actively communicating with plant-based artificial meat producers, considering developing artificial chicken products in some markets; Nestle expects to launch Awesome Burger in supermarkets and University restaurants in the United States in autumn; and Yum Sheng Group, the parent company of McDonald's, has also entered into cooperation with Beyond Meat.


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