Impossible Foods opened a brick and mortar foodservice concept called Impossible Quality Meats at XMarket Food Hall near uptown Chicago. CEO Peter McGinnis told Food Dive that it’s all about availability and accessibility.
“A lot of people think plant-based is like a warm beer or cold shower, and it’s simply not,” he says. “The opening is a physical manifestation of the brand and a creative way to bring the company’s portfolio together.”
The company’s beef, chicken, and pork products will be joined with other breakfast, lunch, and dinner items. Menu items will include a plant-based breakfast sausage sandwich, a Chicago-style hot dog, a grilled chicken Caesar salad or wrap, and a dessert item in collaboration with Oatly.
“At the end of the day, this is all about burgers and hot dogs,” McGuiness adds. “I think this whole category has been over-intellectualized and in some cases politicized, and it’s been very partisan too.”
NAFB news service
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