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Impossible Slider Is "Home Run" at White Castle

According to the fast-food chain's Vice President, the plant-based mini-burgers have been selling like hot cakes.

In a recent interview with Forbes, White Castle Vice President Jamie Richardson discussed the unexpected success of the plant-based Impossible Slider, calling it a “home run.” In April, White Castle added the Impossible Slider—which can be ordered vegan by omitting cheese—to 140 of its 385 locations in New York, New Jersey, and Chicago to test demand for meatless burgers. “The customers are enthusiastic. Sales have exceeded expectations and some restaurants are selling as many of 300 of these sliders a day,” Richardson said. “What we’re really pleased with so far is that the enthusiasm has remained pretty constant. This illustrates that we’re not just getting first-time purchasers. What we’re seeing is that they’re gratified enough to keep coming back.” While he did not reveal plans to expand the Impossible Slider to all White Castle locations, Richardson explained that the chain adapts to consumer tastes, which he believes are shifting in the plant-based direction. “There is a lot going on in this plant-based space that seems to be captivating to customers,” Richardson said, “and I think it could emerge as something really relevant.”

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