Impossible Foods has collaborated with Oatly to open a new pop-up restaurant called Impossible Quality Meats.
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The brand will offer its plant-based beef, chicken and pork products at Chicago’s XMarket Food Hall. The menu will include entrees and small plates, as well as a Sunday brunch. Dishes include Asian meatballs, chili cheese fries, nachos, grilled chicken Caesar salad and crispy Asian chicken, as well as several burgers and hot dogs. For dessert, customers can enjoy Oatly’s dairy-free, oat milk-based soft serve ice cream.
“Impossible began as a foodservice brand, launching our flagship beef product in some of America’s finest restaurants in 2016,” said Peter McGuinness, CEO of Impossible Foods, in a statement. “It was a natural evolution for us to create our own branded dining experience to showcase our delicious food.”
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How to visit Impossible Quality Meats
The restaurant will welcome guests again from tomorrow (Tuesday, August 13th) and will be open every day of the week (except Mondays) until autumn. Opening hours are from 11 a.m. to 8 p.m.
If you’re in the area, Impossible Foods is hosting a launch party on Saturday, August 17, where you can try some of the dishes (including the Oatly soft serve) for free.
Impossible products can be purchased at around 49,000 foodservice locations in the U.S., but this is the first time the brand has opened its own restaurant. Impossible Foods is one of the world’s leading meat alternative manufacturers and has a customer base that is predominantly flexitarian. Earlier this year, the company unveiled a new marketing strategy to “solve the meat problem with more meat” and encourage more meat eaters to choose the company’s realistic alternatives over traditional meat products. The brand also recently introduced new red packaging aimed at meat eaters. This decision followed a study that found that plant-based products with a red brand are associated with good taste. The new restaurant, Impossible Quality Meats, also uses the red brand.
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