Impossible Foods Debuts First In-Person Foodservice Concept at XMarket in Chicago

Impossible Foods has announced the launch of its first foodservice industry concept, Impossible Quality Meats. The pop-up restaurant, located in the XMarket Food Hall in Uptown Chicago, will officially open on Tuesday, August 13, offering a range of plant-based dishes made from Impossible’s meat alternatives.

The Impossible Quality Meats menu will feature options like the Impossible Breakfast Sausage Sandwich, Impossible Asian Style Meatballs, and the Impossible Chicago Style Hot Dog, among others. For dessert, the pop-up will offer Oatly Soft Serve in flavors such as vanilla, chocolate, and a swirl of both.

Peter McGuinness, president and CEO of Impossible Foods, explained the company’s motivation behind this new venture: “Impossible began as a foodservice brand, launching our flagship beef product in 2016 with some of the best restaurants in America. It’s been a natural evolution for us to create our own branded dining experience to showcase our delicious food.”

The pop-up, which will operate within the XMarket Food Hall managed by VEG House and leased by PlantX Life Inc., is part of the company’s strategy to reinforce its position as a leader in the plant-based meat industry.

Meat-forward brand strategy

Earlier this year, the company launched a new meat-forward brand strategy, aiming to establish its plant-based products as high-quality, nutrient-dense alternatives in the meat aisle. This strategy has been supported by a mass-market campaign encouraging consumers to continue enjoying the taste of meat, but from plants.

In addition to its new dining concept, Impossible Foods has recently expanded its market presence in several ways. The company secured distribution for its plant-based chicken products in Whole Foods, partnered with US Army Central to provide plant-based meals to troops overseas, and repurposed cattle farmland into a sanctuary and farm to cultivate crops used in its products.

 

 

 

Customers visiting Impossible Quality Meats will also have the opportunity to purchase popular retail items such as Impossible Beef, Impossible Hot Dogs, and Impossible Chicken Nuggets at the PlantX Bodega located within the food hall.

New ways to experience Impossible

McGuinness continued, “With Impossible Quality Meats, we wanted to offer diners a fun way to experience our food. From breakfast to lunch to dinner, we leaned into classic craveable dishes people love – like nachos, smash burgers, and chili cheese dogs. Choosing meat from plants shouldn’t feel like a compromise. It’s great-tasting food, plain and simple.”

To celebrate the opening, a grand opening event will take place on Saturday, August 17, at the XMarket Food Hall, starting at 11am. Attendees can enjoy free samples of Impossible Hot Dogs, Impossible Burgers, and Oatly Soft Serve while supplies last. The pop-up will remain open through Fall 2024, welcoming diners from Tuesday through Sunday, between 11am and 8pm.