Impossible Quality Meats brings the food brand back to its roots

Long before plant-based food was a staple in many people’s refrigerators, Impossible Foods infused some excitement, innovation, and flavor onto restaurant menus. With the opening of Impossible Quality Meats, the food brand takes a step towards showing people that its offerings taste great in all settings.

What was once a novelty has become food staple. For those of us who have covered food trends for years, we have seen the progression of this category. It might have started with a brat and a burger, and now the category covers almost everything.

While all those Impossible Food items can be found in the grocery store, some people might be intimidated or unsure about making that purchase. Impossible Quality Meats takes the guess work out of the scenario. Being able to enjoy a meal prepared by chefs who can highlight the ingredient is important for people to appreciate the flavor and its uses.

Speaking about the Impossible Quality Meats, Peter McGuinness, president and CEO of Impossible Foods said, “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. 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."

Opening in Chicago’s XMarket Food Hall, Impossible Quality Meats will feature several chef-driven dishes. Menu items include: Impossible Asian Style Meatballs, Impossible Nachos, Impossible Chicago Style Hot Dog and Impossible Grilled Chicken Caesar. Basically, it gives consumers an opportunity to taste the difference and hopefully start using the ingredient swap in their own kitchens.

Impossible Quality Meats is set to open on August 17 and run through the Fall 2024. The pop-up restaurant will be open Tuesdays through Sundays from 11 a.m. till 8 p.m. in the XMarket Food Hall.