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Starbucks introduces the Impossible Breakfast Sandwich

The chain is the latest to jump onto the fake meat bandwagon, which is rolling again after a pandemic-caused hiatus.
Starbucks Impossible Breakfast Sandwich
Photo courtesy of Starbucks

Add Starbucks’ considerable name to the chains jumping on the fake-meat bandwagon.

The Seattle-based coffee giant on Tuesday said its new summer menu will feature the Impossible Breakfast Sandwich, making it officially the largest restaurant company to take such a step.

The new sandwich is made with Impossible Sausage, a cage-free egg, cheddar cheese and ciabatta bread. The sandwich is now available at the majority of Starbucks locations in the U.S.

The sandwich was revealed as part of a summer menu that features a selection of new drinks and ingredients that target the growing number of consumers who consume animal product imitations.

That includes a new non-dairy cold foam platform, including Cold Brew with Cinnamon Almondmilk Foam, featuring the chain’s Cold Brew topped with cinnamon, vanilla and almond milk cold foam, and Cold Brew with Dark Cocoa Almondmilk Foam, which features Cold Brew with mocha sauce, cocoa power and almond milk cold foam.

Cold Brew

The chain is also expanding its use of oat milk. The chain introduced its Cold Brew with Cinnamon Oatmilk Foam in the Midwest in January and is now expanding its availability to California.

The chain’s introduction of the Impossible Breakfast Sandwich makes it the latest big chain to do so, following Burger King’s addition of the Impossible Croissan’wich this month.

The introductions suggest the fast-food business is moving into a new phase, in which they are pushing for customers as states reopen dining rooms and try to normalize—despite spikes in infections in many states.

Many fast-food chains have seen sales return in recent weeks and have started marketing their offerings more often to lure customers.

Starbucks, one of the hardest hit fast-food chains, has opened 95% of its locations across the country and is working to lure customers to its shops. Same-store sales have improved, but remain lagging many other quick-service concepts. Same-store sales declined 32% the last week of May, up from a decline of 63% in April.

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