In 2017, Burger King France gave consumers the chance to order a Mystery Burger and be surprised with one of 10 signature sandwiches from the burger chain—now, Burger King Sweden is exploring a similar concept with its 50/50 menu. Only meat eaters will want to order from the 50/50 menu, as it is based around sharing the Rebel Whopper and Rebel Chicken King, one of which is made with real meat and the other that is said to be "so similar to real meat that you won’t notice any difference."
The 50/50 menu randomly serves up either a plant-based or a regular meat patty to customers, where the Rebel Whopper offers a similar experience to the classic Whopper with a plant-based patty. For the sake of surprise, Burger King Sweden doesn't reveal whether a person received a plant-based meal or not.
Mystery Burger Menus
Burger King Sweden's 50/50 Menu Offers Plant-Based and Meat Options
Trend Themes
1. Mystery Menus - Creating mystery menus for customers provides an element of surprise and encourages exploration of a brand's offerings.
2. Plant-based Alternatives - The rise of plant-based alternatives provides an opportunity for companies to appeal to a wider range of customers who are looking for more sustainable and ethical food options.
3. Meat/plant Sharing Options - Offering both meat and plant-based options in the same menu allows customers to explore and compare the taste and benefits of both options.
Industry Implications
1. Fast Food - Fast food chains can benefit from creating mystery menus to encourage customers to try new items and increase sales.
2. Plant-based Foods - Companies that offer plant-based alternatives have the potential to disrupt the traditional meat industry.
3. Meat Processing/production - Meat processors and producers can innovate by exploring sustainable and ethical methods of meat production to appeal to environmentally-conscious customers.