If we had launched this in retail, there is no way we would have made this much of a buzz.” — Impossible Foods’s Rachel Konrad
Traci Des Jardins, who consulted for Impossible Foods well before its products were available to the public, became one of the first chefs on the West Coast to serve the Impossible Burger at her San Francisco restaurant Jardiniere. She was by no means a vegetarian and Jardiniere was far from a burger joint, but Des Jardins says she was “blown away” by the Impossible meat. “I felt like it was the most revolutionary thing in all my years of cooking.
When the Impossible Burger did launch at Jardiniere, it was a huge success. “All of a sudden we had to create a ticket system and people would line up to get a ticket to have the Impossible Burger,” she says. “We had to limit the number that we served.” Like any limited-edition sneaker drop, its scarcity no doubt heightened its appeal.
Des Jardins, Chang, and other early-adopter chefs like Michael Symon and Chris Consentino signaled that the Impossible Burger was a restaurant-quality product, not a compromise for vegetarians dragged to a restaurant by carnivores. Des Jardins likens its introduction to restaurants to the first time customers tasted grass-fed beef. “[Beef and grass-fed beef] were different but the same at the same time,” she says.
Impossible’s rollout followed the lead of other culty food companies: Blue Bottle was a boutique coffee roaster in San Francisco before it was a
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