Impossible Foods opened a brick and mortar foodservice concept called Impossible Quality Meats at XMarket Food Hall near uptown Chicago. CEO Peter McGinnis told Food Dive that it’s all about availability and accessibility. A lot of people think plant-based is like a warm beer or cold shower, and it’s simply not,” he says. “The opening is a physical manifestation of the brand and a creative way to bring the company’s portfolio together.” The company’s beef, chicken, and pork products will be joined with other breakfast, lunch, and dinner items. Menu items will include a plant-based breakfast sausage sandwich, a Chicago-style hot dog, a grilled chicken Caesar salad or wrap, and a dessert item in collaboration with Oatly. “At the end of the day, this is all about burgers and hot dogs,” McGuiness adds. “I think this whole category has been over-intellectualized and in some cases politicized, and it’s been very partisan too.”
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