"I love vegetarians and vegans as much as the next guy," said the Stanford biochemist turned entrepreneur and himself a longtime vegan, "but that is not the customer we care about."
Last month, after a brief but spectacular test in 59 St. Louis stores, Burger King announced a nationwide rollout of the Impossible Whopper in its nearly 7,300 locations by the end of 2019. That headline news overshadowed Impossible's two-year strategic marketing campaign to introduce America to its better-for-you burger by way of more than 7,000 establishments across the country — from high-end restaurants to college cafeterias — as well White Castle, Red Robin and other chains.
Our products are going to get tastier, healthier, more affordable and better in every way, continuously into the far future, and the incumbent meat industry is just standing there, waiting for the tsunami.White Castle recently marked the first anniversary of its Impossible Slider. "It's a great way for us to offer variety to our customers," said company vice president Jamie Richardson, especially to younger vegetarians and vegans who now have an option on the meat-centric menu.
In 2018, Beyond Meat reported revenue of $87.9 million, up 170% from the previous year's net sales of $32.6 million. Contrary to Impossible's focus on food service, Beyond sells its plant-based burger, sausage and other products mostly at retail, though a growing number of chains, such as Carl's Jr. and TGI Fridays, now carry them.
Just the fact that ppl would eat something called ‘fake’ & unashamedly too.. Well, you are what you eat.. Fake meat = Fake people.. They’re the ones that eat up fake news too..SMH..
This is going to crash more than Lyft!
No thank you.
What a great start for this IPO.
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Source: BusinessInsider - 🏆 729. / 51 Read more »