Meat-eaters don’t love “veggie burgers” or “fake meat.” Yes, Impossible Burger is plant-based, but it wasn’t made for vegans. It’s actually made for people who love meat. Familiarize everyone on your staff with the basics of Impossible Burger, and the best way to present them to customers.
Impossible Burger may be plant-based, but it’s made for people who love meat. Here’s how to promote it on your menu so your customers know what it is and why they should order it.
Those words can turn customers off. We recommend saying “plant-based”: it sounds tastier, and it’s how consumers are talking about it now.
More and more people recognize the Impossible brand. Help them recognize it on your menu by using “Impossible Burger” rather than a “vegan,” “veggie,” or even “plant-based burger/patty.”
Impossible Burger tastes great in any ground beef dish. Letting customers sub Impossible Burger can help more people enjoy more of your menu.
Love the taste of meat? Then you’ll love the taste of Impossible Burger.
Our products are made to have the same amount of protein as meat from animals.
Impossible Burger is a dietary source of iron, fiber and calcium.
Impossible Burger has no animal hormones or antibiotics.
Impossible Burger requires way less land and water than cows, and produces a fraction of the emissions.
We want to make it as easy as possible to train your staff. Our training guide and quiz will get your front-of-house team up to speed.
Selling Impossible Burger for the first time? Let your fans know by posting on your social media channels. Together we can reach new customers and old fans, and bring more traffic to your restaurant.
People love finding food that other people love. Show them the way by reposting photos of your customers enjoying Impossible menu items in your restaurant. The more you post, the more word will spread!
Get noticed. #ImpossibleBurger has over 77,000 photos on Instagram! And not just of burgers. Take advantage of the hype by sharing your Impossible creations.
Connect with us on social, and we might even share your posts! Tag @Impossible-Foods on Instagram and @ImpossibleFoods on Twitter to see if you get featured on our channels.
Soy protein is the primary ingredient. It also contain coconut and sunflower oil (for that special sizzle) and heme (the “magic ingredient” that makes meat taste like meat). You can see the full breakdown of Impossible Burger's ingredients here.
Impossible Burger contains soy. It also contains coconut oil (Health Canada classifies coconuts as tree nuts for food labelling purposes, but refined coconut oil is not considered an allergen). Our product does not contain dairy, eggs, fish, peanuts, shellfish, or wheat, and it’s safe for those with alpha-gal syndrome.
The Impossible Burger also contains potato protein. If you have an allergy to either raw or cooked potatoes, you should not consume the Impossible Burger.
If you're dining out, please apply the same level of caution that you would with any food and check with the restaurant about cross-contamination risks. And as always, please reach out to us with questions.
Meat is just a combination of protein, fats and flavors. We make our meat the same way, but we use plant-based ingredients instead of animals. And that takes some work behind the scenes. Want to learn more about the science behind our products? Click here.
Impossible meat is the only plant-based meat that has heme, which is why it’s so delicious. Heme is a molecule found in all living things – both plants and animals – that gives meat its unmistakably meaty flavor. Our heme is derived from soybeans and produced by fermenting genetically modified yeast (similar to how some cheeses and wines are made).