The biggest feature of Burger King is that the patties in the burgers are grilled over an open flame instead of fried in a flat griddle like McDonald's. To be honest, grilled hamburger patties do taste better than fried ones. Burger King sang the reason in an adapted song: "We have been grilling burgers since 1954, and you are still frying them. Now we have brought you this oven, and you can grill delicious burgers in the future. You must try it!” Burger King is trying a “plant-based burger” for the first time in China. The formula of this “True Flavor Plant-based Whopper” is basically the same as the Whopper, except that the fire-grilled beef patties in the Whopper are used. Replace it with a "plant-based patty." Interestingly, it was difficult for food lovers to tell the difference between the two in a pre-launch blind test.

Burger King China CEO Zhu Fuqiang said that Burger King China’s plant-based Whopper was not a temporary initiative. In 2019, Burger King took the lead in selling plant-based Whoppers in the United States, Europe and other places, causing a sensation. Many people are asking: "When will China have plant-based Whoppers?" "There is an old saying in China, 'Haste makes waste. '. Chinese consumers are well-informed, and vegetarianism has a history of thousands of years. We are in awe of Chinese consumers. Therefore, we must not simply copy the recipes of the United States and Europe, and let Chinese consumers do what we want. The amazing 'Plant-Based Whopper'." Zhu Fuqiang said that the company spent more than a year, invited top celebrity chefs to devote themselves to research and development, and made hundreds of improvements based on the tastes of Chinese consumers, and finally developed this delicious product. The "True Fragrance Plant-Based Whopper" praised by Chinese consumers is derived from non-GMO soybeans and uses Europe's leading production technology to create the bite, elasticity and juicy texture of the beef itself as much as possible. This "meat patty" You will also experience the real fire grilling unique to Burger King's chef, which retains the alluring barbecue aroma of the Whopper. After the fire grilling, the "patty" is chewy, firm and juicy, plus the crunchy lettuce is juicy. Tomatoes, crispy pickles and onion rings are topped with delicate mayonnaise and ketchup and put into a fragrant and soft sesame bun. Multiple different textures are layered on top of each other, perfectly restoring the experience of the classic beef Whopper. Burger King's selling point has always been "flame-roasted beef patty burgers." Compared with the fried or pan-fried patties in ordinary fast food restaurants, Burger King has made full use of this selling point. A "big news".

In Brazil, users can scan the McDonald's advertisements they see on the road through Burger King's mobile APP. You will find that the McDonald's advertisements are instantly surrounded and burned down by raging fire. Later, an advertisement for Burger King's "Open Fire Roasting" was revealed, and a coupon popped up that could be redeemed for a free Whopper at a Burger King store. This advertisement was so bold that it was even suspected of attacking competitors, but it received a strong response from consumers. While everyone on social media was posting videos of themselves "burning" McDonald's ads, Burger King's APP downloads increased by 5.6%, generating 1 billion media impressions.