The Impossible Foods burger is made out of a plant-based beef substitute that allegedly tastes remarkably similar to the real thing. The burger was launched on the east coast in July, debuting at Momofuku Nishi in New York City. Since then, the burger has been introduced to three west coast locations, including San Francisco’s Cockscomb and Jardiniere.
The two restaurants launched the burger on Thursday, October 13th. At Jardiniere, a line formed down the block hours before the burger was even available, and it sold out incredibly quickly. Since then, the restaurant has begun issuing a limited tickets for the burger at 7PM, to be served only in the lounge after 7:30PM. At Cockscomb, the menu is selling 100 to 125 of the burgers every day, and they are available even on the lunch menu.
Impossible Foods is a Redwood City-based company that produces plant-based foods for meat lovers, aiming to reduce the impact of livestock products on the environment and on individuals’ health. SF Gate caught up with Traci Des Jardins, chef-slash-owner of Jardiniere, who has been working with Impossible Foods for a year, saying ‘I was compelled by the idea in the context more of sustainability… how to supply our growing population with viable alternatives to meat.’ Chris Cosentino of Cockscomb agrees, telling SF Gate, ‘A lot of non-vegetarians are having it, which is really important. It’s giving people options that they didn’t have before.’
Some insight on the intricacies of the burgers: Jardins cooks them ‘in cast-iron skillets and serves them on (vegan) Acme buns, topped with Dijonnaise sauce, caramelized onions, avocado, cornichons, and lettuce and tomato.’