Burger King’s recent bet on alternative meats has payed off, according to Business Insider.

The burger chain’s recent addition has had new customers paying for the meatless burger, while also boosting sales of their traditional, meat-filled Whoppers.

The early signs show that Burger King’s new Impossible Whopper is already paying off. The Impossible Whopper was launched in early August at over 7,000 locations across the US, after being tested for about four months at a select few locations. According to Burger King’s parent company’s CEO, Jose Cil, the Impossible Whopper is a success that should stay on the menu going forward. “This is something we believe can be a part of the Burger King menu for the long term,” Cil explained.

According to Cil, the newest addition to the Burger King menu has brought in a lot of new customers. At the same time, regular customers have tried the Impossible Whopper out of curiosity, increasing profits, as the Impossible Whopper comes with a higher price tag. The next major step at Burger King is an upcoming national advertising campaign, which is expected to solidify the Impossible Whopper’s place in Burger King and also give the chain a major revenue boost. Various analysts are predicting only success, so if the burger chain can keep up this momentum, its bet on alternative meats will have been a great one.