The geek in me is one of those early adopters who likes to be one of the first to try something new and innovative. When I first heard about the Impossible Burger, I seriously could not wait to try it more because I was intrigued by the way the texture of the burger looked from the photos. The patty looked like ground beef to me.
I was quickly sold on the premise, “High on taste. Low on impact.” Here is a burger that has 1/8 the carbon footprint and tastes like beef. From a marketing perspective, brilliant!
I first tried the Impossible Burger at Cockscomb in SF. Their Impossible burger comes with lettuce, dijon, Gruyere cheese, caramelized onions, and bread & butter pickles. I didn’t get the cheese because I’m allergic to dairy. Here is a video I did at Cockscomb where you can see the burger and my final opinion on whether the Impossible Burger lives up to the hype.
Spoiler alert. OMG! Is this thing for real? It’s making me see the world differently already.
What’s mind blowing about the Impossible Burger is that this isn’t your dad’s veggie burger. If you closed your eyes and took a bite, you’d think it was a regular beef burger. It’s like Impossible re-imagined ground beef using plants instead of cows. It’s like if Mother Nature said okay if we could go back in time and create beef again, we could do it like this. No sentient beings need to be killed. No factory farms required.
The Impossible Burger is a great example of Clean Proteins, protein sources that are akin to Clean Energy. Clean Proteins are proteins that are produced with low carbon and low eco footprints. It’s all about low impact to help stop climate change, further environmental damage, and more threats to human health caused by industrial animal agriculture while having a delicious time doing it.
One thing that surprised me was how good this burger is without ketchup. Sorry, not sorry, but I’m one of those people who puts ketchup on everything. Can’t help it. I LOVE my ketchup! The way the Cockscomb burger is prepared is actually better without ketchup. Never thought I’d say that about a burger.
My only criticism of the Impossible Burger is that it’s primarily being served at high-end restaurants where the going price is averaging almost $20…a burger. At Cockscomb, it was $19 without fries.
But, I get why Impossible is starting with the high-end to make it an aspirational want. It’s a great approach to make plant-based eating cool and desirable. Umami Burger partnered with Jaden Smith for a special Impossible slider trio to help raise donations for Hurricane Relief Efforts.
Fortunately, the Impossible Burger is starting to come down in price because they have opened a new manufacturing facility here in the Bay Area which can crank out 1 million pounds of plant-based meat per month at full capacity, which can supply about 1,000 restaurants.
At Gott’s Roadside, they are selling an Impossible Cheeseburger for $12.99 without fries. Their burger is served with American cheese, lettuce, tomatoes, pickles & secret sauce on a toasted egg bun. Sadly though, at least to me because I like bread, to make it vegan you have to nix the cheese and order the burger with a lettuce wrap so it ends up looking like the In N’ Out “Protein Style” burger. All of Gott’s buns including their gluten-free bun is made with egg.
Here is the Impossible Burger at Gott’s without cheese. I already knew about the Gott’s egg buns beforehand so I brang a vegan hamburger bun and swapped it after taking the photos so I could eat it. The first photo in the post cover image is the same Gott’s Impossible Burger.
Again, SO GOOD! The patty is a little slimmer than the one at Cockscomb but it’s just as good and meaty. You can see in this closer up photo that the texture of the Impossible Burger looks like ground beef. Gott’s also features Sir Kensington’s Spicy Brown mustard which is amazing!
Here is the FAQs about the Impossible Burger which includes the nutritional information and a locator so you can find out if the Impossible Burger is being offered at a restaurant near you. Impossible does not have any retails sales yet so you cannot buy it at a grocery currently. When that happens, I’ll be one of the first people at the grocery store because I want to make some Impossible spaghetti sauce and sloppy joes.
Have you tried the Impossible Burger? What did you think of it?