If all goes according to plan, St. Louis might serve as the gateway to a meatless America. Reducing animal product intake could help the environmental impact of the meat and dairy industry, and Burger King is currently the fast-food chain at the forefront of the movement.
Burger King will be rolling out the Impossible Whopper, a meatless hamburger, across its 7,200 locations nationwide—but only if it proves a success in St. Louis.
Unlike vegan and vegetarian patties of the past, the Impossible Burger is known for its meat-like texture and consistency. St. Louis was selected as the test market because it’s not a coastal city, meaning that the population is less exposed to meat alternatives.