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(KNOW YOUR AUDIENCE)

“IT’S MEAT. MADE FROM PLANTS.”

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Meat-eaters don’t love “veggie burgers” or “fake meat.” Yes, Impossible meat 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 Impossible basics, and the best way to present them to customers.

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ON YOUR MENU

Impossible 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.

TIP 1: DON'T CALL IT "FAKE" OR "FAUX"

Those words can turn customers off. We recommend saying “plant-based”: it sounds tastier, and it’s how consumers are talking about it now.

TIP 2: PUT THE WORD “IMPOSSIBLE” IN THE NAME OF YOUR DISH

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.”

TIP 3: ALLOW YOUR CONSUMERS TO "MAKE IT IMPOSSIBLE"

Impossible meat tastes great in any ground beef dish. Letting customers sub Impossible meat for ground beef can help more people enjoy more of your menu.

INSANELY TASTY

Love the taste of ground beef? Then you’ll love the taste of Impossible™.

PROTEIN RICH

It has the same amount of protein as 80/20 ground beef from a cow.

NUTRITIOUS

It’s a dietary source of iron, fiber and calcium.

PLANT-BASED

Because it’s made from plants, it has 0 mg of cholesterol (14g total fat per serving).

ANIMAL FREE

Impossible meat has no animal hormones or antibiotics.

GOOD FOR EARTH

It requires way less land and water than cows, and produces a fraction of the emissions.

(TRAINING MATERIALS)

ON THE SAME PAGE 

We want to make it as easy as possible to train your staff. This training guide and quiz will get your front-of-house team up to speed.

GENERATE SOCIAL BUZZ

Selling Impossible for the first time, or launching a new Impossible menu item? 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. 

TIP 1: SHARE YOUR CUSTOMER’S EXPERIENCES

People love finding food that other people love. Show them the way by reposting photos of your customers enjoying Impossible in your restaurant. Every Friday we repost our favorite fan posts -- the more you post, the more word will spread!

TIP 2: LEVERAGE THE ALMIGHTY HASHTAG

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. 

TIP 3: TAG US!

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. 

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PUT IMPOSSIBLE ON YOUR MENU

Consumers everywhere are asking for Impossible. Now’s your chance to grow your business by adding it to your menu.

FREQUENTLY ASKED QUESTIONS:

WHAT’S IN IMPOSSIBLE MEAT?

Our recipe is primarily made from soy protein. It also contains potato protein, coconut and sunflower oil (which gives it its sizzle) and heme (which makes meat taste like meat).

DOES IMPOSSIBLE MEAT HAVE ALLERGENS?

Our recipe is plant-based, nut-free and dairy free. It contains soy. 


DID YOU CHANGE THE RECIPE?

In 2019, we debuted the a new version of the Impossible Burger. It’s tastier, juicier, and all-around better -- and it’s the one you’re probably serving today. Read about the original recipe here.

HOW DO YOU MAKE IT?

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.

HOW IS IT DIFFERENT FROM OTHER PLANT-BASED MEATS?

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 it’s 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). 

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MEDIA SUPPORT 

Got some Impossible news for the press? We’ve come up with some talking points to help you get the most hype out of your media coverage.

MEDIA KIT

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