The Ledger
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Software-style version iterations fail in food because poor first impressions are permanent.
“But with, you know, Beyond Meat, for example, launching Beyond Burger version, two point oh, three point oh, four point oh it's not an iPhone. You know, this is not a situation where you hook somebody on basic functionality, and they stick with you one, two, t…”
Plant-based meat sales fell before reaching expected market penetration levels.
“They were offered at fast food chains, companies went public, et cetera, and then the traditional curve bent downward, which is to say that sales have actually declined, and we're not nearly yet at the level of penetration where that's what you would expect.”
Beyond Meat's fast-food pilots failed to stick, unlike Impossible at Burger King.
“I think Impossible has made some of the, you know, the stickiest gains, you know, with Burger King there. You know, I think Beyond Meat's been, it's been more disappointing, you know, in the sense that there were a couple of trials with you know, A&W up in Can…”