Impossible Burger to get Southern exposure

by MEAT+POULTRY Staff
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Grindhouse Killer Burgers in Atlanta now offers the plant-based burger.
 
ATLANTA – Diners at Grindhouse Killer Burgers will now have the opportunity to enjoy the plant-based Impossible Burger while eating at the Atlanta restaurant.

The Impossible Burger, which was developed in 2011, is the first burger made entirely from plants that looks, smells and tastes like ground beef, according to the company.

“Atlanta is the cultural and food capital of the South, and our customers expect the most innovative and delicious dishes,” Brounstein said. “They’ve asked for the Impossible Burger by name, and we’re thrilled to give them exactly what they want -- in a way that’s uniquely tailored for the South.”

Founded in 2009 by Alex Brounstein, Grindhouse is known for its customized burgers made from top-quality meat ground fresh in house. Grindhouse offers the Impossible Burger as one of its signature “grinds,” along with a wide variety of toppings, sauces and sides. The restaurant is the first to offer the Impossible Burger in a classic Southern style – with pimento cheese, fried green tomato, Carolina cole slaw and chipotle ranch. Customers can also order the classic “Grindhouse” Impossible burger with American cheese, grilled onions, lettuce, pickles, and grindhouse sauce – or they can customize their burger any way they want.

Launched in 2016 in a handful of restaurants in New York and California, the Impossible Burger is now sold at more than 250 restaurants in at least 18 states (click here for a full list of restaurants).

“The restaurant business is one of the most competitive industries in America--and the Impossible Burger is one of those rare menu items that brings new customers in the door and keeps them coming back,” said Impossible Foods COO and CFO David Lee. “We are happy to help restaurants increase revenue while surprising and delighting customers.”

Impossible Foods launched production in September at its first large-scale manufacturing plant in Oakland, California. After the Oakland plant is fully ramped up, Impossible Foods plans to launch at retail.

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