The Impossible Burger—if you can find it is—is for my money, the best tasting vegan patty/meat analog out there. Their business model is interesting as well: currently they are selling ONLY to businesses; there is no online or retail sales. Right now, Impossible Foods is focusing on getting their product into business, but eventually they do hope to get it into grocery stores and other retail outlets. Their mission is to basically, save the planet by giving regular not-vegan people a good tasting burger substitute. I mean, I can get behind that.
So, another interesting concept within their model is selling to places where normal people go—and by “normal” I mean “not vegan.’’ Hell, not even vegetarian. Impossible Foods is trying—and succeeding—to get their burgers (and their bricks—which can be be used for meatballs and other ground beef-like applications) to establishments such as White Castle, Umami Burger, Dave & Busters, House of Blues, as well as a whole slew of smaller restaurants and gastro-pubs all over the country. Even a couple of baseball parks are selling them, and supposedly Fatburger. FATBURGER. My point here is that, the Impossible Burger is not just sold in Moonbeam’s Veggie Dive or something; Impossible Foods’ goal is to create a really delicious burger patty; one that tastes very much like a real burger from an actual cow to the everyday Joe; to the person who would never dream of going vegetarian let alone vegan. They are trying give the opportunity to make better choices to everybody—not just granola-eating-tiedye-wearing goddamn hippies like you and me. No, the Impossible Burger is for EVERYBODY. And it tastes good too—it’s the realest not-burger I’ve ever tasted. And it doesn’t smell funny either (I’ve found that some veggie patties smell funny—like plastic). This means that you Ms. Vegan Thang can go have a beer and burger with your meat-loving uncle Frank; or your annoying co-working and YOU can having something delicious to eat too; not just a salad. (And no, I was not paid to write this post; this is of my own volition; just like everything else on Tofu Bunny).
One caveat: because the Impossible Burger is being marketed to that annoying co-worker, uncle Frank and generally non-vegan people, it is often served in non-vegan ways. Like with cheese, or spicy mayo. Or fucking bacon—you get my point. So don’t assume that just because the patty is vegan, that the burger you order automatically is. Read the menu and ask the server. I’ve found here in the Bay Area that usually, people are happy to make it vegan for you (hold the mayo, add avocado, use the vegan bun; etc.)—but make sure to always ask. Having said that, I have found several vegetarian restaurants that have it on their menu.
Also, depending on how you feel about faux meat, the Impossible Burger just might be TOO meaty tasing for. you. If you are a vegetarian or vegan, and liked or miss the taste of a real beef burger—then I say, go for it. But if you are a veggie who never liked the taste of meat, then skip this one. There are plenty of burgers that doesn’t taste like meat, and heck, if this is you, I bet you already make your own patties at home (out of lentils, grains, veggies, etc.).
You can find the Impossible Burger at a place near you by going to the Impossible Foods homepage and typing in your city. There are so many locations across the country; I was pretty impressed.
Above and below you see some pics of today’s lunch: an Impossible Burger at one of our local watering holes in Oakland: Ben n’ Nick’s. This is sort of the typical place one can find an Impossible Burger: a very non-vegan pub. They have a full bar and a local ball game on the TV. The kind of place that serves your glass of French sparkling wine in a regular wine glass. And it’s flat. But I digress….
Anyway, if you’re vegetarian or vegan, and miss the way a gold old fashion cruelty-filled beef burger used to taste, check out the Impossible Burger. In my opinion, it’s a step up from Beyond Meat’s Beyond Burger (which for some reason smells weird to me); but don’t listen to me—try it out for yourself. And if you do, let me know what you think—love it or hate it—on twitter or here in the comments.