To me it tasted like a regular hamburger (as in decades ago before I switched). But I actually like Field Roast's Hand Formed veggie burgers better than the BK or beef, the texture is solid, and it's way tastier and more flavorful I think. $7 for packet of 4, but worth it, good stuff. Their "sausages" are first rate too, I prefer them over the old meat stuff as well.