Impossible Foods Launches Pop-Up Restaurant with Plant-Based Menu

Impossible Foods, a leading name in plant-based meats, has opened its first restaurant concept called Impossible Quality Meats. This pop-up spot is open from August 13 through the fall in Chicago.

Impossible Quality Meats offers a menu full of plant-based dishes made with the company's beef, chicken, and pork alternatives. You can order and try things like a Breakfast Sausage Sandwich, Chicago Style Hot Dog, Grilled Chicken Caesar salad or wrap, and a special dessert made with Oatly.

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"This is the biggest and boldest concept we have ever done," said Peter McGuinness, the president and CEO of Impossible Foods.

The new restaurant is a nod to Impossible Foods’ roots - by partnering with other restaurants like Starbucks, White Castle, and Burger King to get its products out there. Now, the company wants to showcase its own delicious food in a fun way.

"We're trying to have a little bit of fun, and at the end of the day this is burger and hot dogs," McGuinness said. "I think this whole category has been over intellectualized, and in some cases politicized, and in some cases it's been partisan, and it's been very heavy."

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Impossible Foods has been focusing more on getting people to try its products rather than just talking about the environmental benefits of plant-based meat. They've even changed their packaging to appeal more to meat eaters.

"We stand behind our food. We know it's delicious and nutritious, and and so consumers are smart. They're going to choose the better choice. And that's kind of our approach, right? We don't want to guilt or manipulate people into it," said McGuinness.

Impossible Quality Meats had a grand opening party on August 17, with free samples of Impossible Hot Dogs, Impossible Burgers, and Oatly Soft Serve.