Vegan Burger Brand Incentivizes Restaurants with Cash

Food technology company Impossible Foods—known for its flagship product, the plant-based Impossible Burger—recently launched a new campaign to encourage restaurants to add its vegan patty to its menus. The “Impossible Demand” campaign—a landing page on the company’s website—asks Impossible Burger fans to input the restaurant they want to carry the burger. In turn, users receive a “hero ticket” that its preferred restaurant can redeem for a $200 discount on its first order of Impossible Burgers. As of today, more than 4,700 hero tickets have been issued as part of the campaign. Impossible Burger launched last year at select restaurants—including the Los Angeles-based vegan eatery Crossroads Kitchen—and is currently available at several chains nationwide, including Umami Burger. The company recently opened a larger production facility in Oakland, CA and plans to expand to 1,000 points of distribution by the end of the year. While the burger patty is the company’s first product, Impossible Foods CEO Patrick Brown plans to develop plant-based replacements for cheese, eggs, chicken, lamb, fish, and pork to fulfill his mission of replacing all animals in the food industry by 2035.