Restaurant Brands International (NYSE: QSR) can breathe a sigh of relief after a Florida U.S. District Court Judge dismissed a lawsuit against Burger King. The class-action lawsuit, brought against the brand by a group of vegan and vegetarian customers, was dismissed on the grounds that Burger King at no time deceived customers in its branding or advertising of the Impossible Burger.
The class-action lawsuit was levied against Burger King on the grounds that the chain had misled customers. Specifically, the lawsuit claimed that the group misled customers by not cooking its impossible burgers on a separate grill than those used for regular meat patties. The group alleged that the advertisements "gave the impression" that the burgers were made separately.
U.S. District Court Judge Raag Singhal seemed to disagree, however and dismissed the case. Judge Singhal found that the chain did not claim to cook the burgers on a separate grill, and at no time deceived customers, nor did it "dupe" customers into paying a higher price based on the cooking methods.
"Burger king promised a non-meat patty, and they delivered," Judge Singhal said.
Singhal also stated that, at any time, the group could at any time have inquired with Burger King to determine the procedures the company used to prepare the impossible meat patties. The group also could have, at any time, requested accommodations of the restaurant, the Judge said.
Interestingly, the impossible meat burger is not actually intended for vegan or vegetarian consumers at all. According to Impossible Foods itself, its products are more intended for regular meat-eaters who are looking for a healthier alternative to traditional meat products.
Burger King is one of several chains that has piloted alternative meat products from Impossible Foods and competitor Beyond Meat (NASDAQ: BYND). Starbucks (NASDAQ: SBUX) offers an Impossible Foods breakfast sandwich at some locations, while also offering Beyond Meat products at other locations. Beyond Meat has also secured deals with Dunkin Brands (NYSE: DNKN) to provide its products at Dunkin locations.