Back in June came Mac n’ Cheetos, a deep-fried, cheese-puff concoction Burger King put out. Before that, in April, BK re-launched its chicken fries in ring form, and before that, last fall, BK put out a Halloween black bun burger. Gross, you say? Bizarre? Burger King cares more about whether it helps with brand buzz and sales.

In the same vein, Burger King has just come out with the Whopperrito, another brave new food mashup item. It’s the Whopper burger, inside a burrito wrap—pretty simple. Yahoo Finance conducted a taste-test of this burger-burrito, and it tastes…. fine. (See the above video.)

But for Burger King, it may not even matter how the Whopperrito tastes. Believe it or not, sales may not be the top priority with these gambits.

Vera Gibbons, a senior consumer advocate at gasbuddy.com, says that Burger King’s end goal with the Whopperrito is more likely to “generate hype,” and get young people “buzzing about it on social media,” which would generate new foot traffic. If those visitors are buying something other than the Whopperrito, that’s fine—they’re still buying.

Besides, positive buzz for Burger King is critical, as the fast food sector hasn’t been doing too hot lately. Shake Shack (SHAK) and Wendy’s (WEN) both reported disappointing Q2 earnings this month. Chipotle (CMG) had a bad quarter as well, though it has been dealing with a health scare. This is all despite the fact that gas prices remain near all-time lows, and the most recent jobs reports have been excellent.

It remains to be seen whether the Whopperrito is popular enough to boost sales, but judging by the stock price of Burger King’s parent company, Restaurant Brand (QSR), the new product launches certainly don’t hurt. Restaurant Brand stock is up over 25% in 2016 so far.

—

Rayhanul Ibrahim is a writer for Yahoo Finance.

Read more:

Apple is single-handedly bringing down tech sector profits

From biomass to nuclear: The evolution of American energy usage since 1776

How pros are advising clients in this bizarre world of negative rates

As the stock market hits new highs, Wall Street is getting more skeptical

How the Internet of Things will explode in 5-10 years