Plant-Based Impossible Burger 'Played Significant Role' In Growth Of Major Burger Chain

The tech startup has now signed a two-year exclusive partnership deal with the eatery
The plant-based Impossible Burger served at Umami Burger
The Impossible Burger is now the exclusive plant-based burger at the chain (Photo: Umami Burger)

Major burger chain Umami Burger is expanding its partnership with tech startup Impossible Foods after crediting the company for 'playing a significant role' in its growth.

The food company's flagship product - the Impossible Burger - is now the exclusive plant-based burger at all 22 Umami Burger locations in the USA. The chain has sold more than 140,000 of the burgers to date, including limited edition celebrity builds, including a partnership with Jaden Smith.

The patty has been one of Umami Burger's bestsellers since it launched in May 2017, after the eatery created a variety of burger builds in a bid to appeal to as many consumers as possible.

Exclusive

In addition, Umami Burger's parent company, sbe, is making the Impossible Burger the exclusive plant-based burger at the Delano Hotel and Beach Club. Sam Nazarian, Founder & CEO of sbe, said: "Umami Burger and Delano Hotel South Beach are thrilled to continue to drive culinary innovation with our partner Impossible Foods with new products for the market and our guests.

"We are excited to continue building a stronger relationship with Impossible Foods – bringing the plant-based meat to the domestic Umami Burger locations and to our award-winning Delano South Beach food and beverage program.

"sbe's Culinary Innovation Lab headed by our Chief Culinary Officer Martin Heierling with the incredible team at Impossible Foods will continue to collaborate to create new unique options for our customers."

The plant-based Impossible Burger
The burger has been popular with customers (Photo: Impossible Foods)

'Demand is strong'

Stephanie Lind, Senior Vice President of Global Sales of Impossible Foods, added: "Our partnership with Umami Burger proves that demand for the Impossible Burger starts strong and stays strong.

"Umami Burger's leadership also demonstrates an exceptional sense of innovation, managing to surprise and delight customers with delicious, new Impossible offerings."

Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.

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