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Emerging Brands

Impossible Foods starts a restaurant brand

The delivery-only Impossible Shop offers exclusive recipes and new products from the plant-based meat maker. It's being served out of Dog Haus locations in eight states.
Impossible Burger
Photograph courtesy of Impossible Foods

Plant-based protein company Impossible Foods, a major supplier of faux meat for restaurants, has created a restaurant of its own.

The Impossible Shop is a delivery-only virtual brand that serves exclusive recipes and new products from Impossible. Its menu features burgers, chicken nuggets and breakfast burritos, all made with Impossible's plant-based meat. It also offers fries.

The Impossible Shop doesn't have physical restaurants, and is instead partnering with fast-casual chain Dog Haus to prepare the food. Impossible's website lists availability in 40 Dog Haus locations across eight states: Arizona, California, Colorado, Illinois, Maryland, New York, Texas and Wyoming.

The move puts Impossible in direct competition with restaurants that serve its meat, including Burger King and White Castle, which offer burgers made with Impossible beef patties. Dog Haus itself menus an Impossible Burger along with a brat made by Impossible rival Beyond Meat.

Meanwhile, major chains including McDonald's and Chipotle are also testing plant-based versions of their regular menu items.

The Impossible Shop's menu prices start at $11.99 for its Shop Burger and go as high as $22.99 for its Chili Cheese Double Down Shop Burger. The food is available via DoorDash, Uber Eats and Grubhub.

Redwood City, Calif.-based Impossible was founded in 2011 and has raised nearly $2 billion in its lifetime, including a fresh $500 million late last month. Its products include plant-based beef, chicken, pork and meatballs. They are also sold in grocery stores.

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