In Sweden, Burger King wants you to have it the vegan way...or to least to give it a shot. With the recent addition of two new plant-based menu items (the Rebel Chicken King and the Rebel Whopper), BK is trying something new to get customers to be a little more open to new options.
In a press release, marketing director Daniel Schröder declared that BK Sweden's team is "really proud of how hard it is to tell our plant-based burgers apart from real meat." They're so proud that they've launched a "50/50" menu, which allows the burger chain to serve customers either meat or plant-based sandwiches at random. You heard me: Burger King is literally challenging its customers to a game of chicken...with fake chicken.
For the new campaign, BK is hoping that "more people dare to try" their extensive plant-based menu (it's currently made up of about seven different items), and that they'll "have fun trying to figure out which one they got." That said, serving customers mystery meat is risky business. Fortunately, Fox News has reported that those who want to know what they were actually served can "scan the sandwich box with their Burger King apps." Still, they'll "only be allowed to see the results once they enter a guess."
For now, it sounds like the 50/50 menu will last for the rest of the summer. Then, the burger chain will release "data regarding the accuracy of the guesses."
Finally, if this campaign is as successful as we predict, it'll hopefully make it's way over to the States! Although something (...and by something I mean Twitter) tells me that American BK customers might not be down for this little experiment...
Yep. Might be best to hold off on this for a minute. Sorry.
