Umami Burger Debuts Two All-Vegan Impossible Burgers

The chain developed its first vegan bun in response to consumer demand for fully vegan Impossible Burgers.


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Restaurant chain Umami Burger debuted this week two new vegan Impossible Burger options to its menu at locations nationwide. The chain first partnered with Impossible Foods in May 2017 to debut the Impossible Burger but at the time did not offer a vegan option. Since, Umami Burger has developed its first vegan bun to accommodate customer demand, which SBE (the restaurant’s parent company) executives said exceeded their expectations. “Since our initial launch, we have seen a tremendous response from our fanbase as well as first-time guests who have come in specifically to try the Impossible Burger, and it inspired us to expand our innovative partnership with Impossible Foods even further,” SBE CEO Sam Nazarian said. “The double-digit growth and success we’ve seen together proves there is a desire for delicious, environmentally-conscious, plant-based options, and we’re excited to help lead the movement.” Umami Burger now serves a total of four Impossible Burger options—two of which can be ordered vegan as-is. The Impossible VBQ—the chain’s first barbecue offering—is an Impossible Burger patty with an espresso rub, smoky sweet barbecue sauce, vegan coleslaw, jalapeño, and grilled onions, while the Impossible Trufflemaker features truffle fondue, truffle aioli, a port wine and truffle glaze, curly lettuce, and tomato. “We are keen to introduce these new Impossible options as well as our first-ever vegan bun nationwide,” Chef Martin Heierling, Umami Burger Chef Culinary Officer, said. “We listened to what our diners were telling us and delivered this craveable collection for meat-lovers and plant-lovers in response.” Heierling teased that these new menu additions are “just the beginning” and that more Impossible Burger options will be added in the future.