Impossible Foods launched in 2011 and, despite some initial controversy, is now a major player in the booming meat alternative industry. Its range is already available in over 5,000 restaurants in the United States, Hong Kong and Macau. Red Robin is the latest collaboration for the plant-based meat company, with a further 550 restaurants across the USA.
Red Robin, traditionally a gourmet meat burger chain, reported that in the fourth quarter of 2018 they had a 4.5 per cent decline in store sales and a 4.4 per cent decline in patrons at its restaurants, compared to the same period in the prior year. Total revenue was down 10.8 percent in the quarter. These figures have spurred Red Robin to look for new items to bring in to their menu, and with the demand for vegan food sky-rocketing this year, the decision to bring in an established plant-based food company was made.
At the Consumer Electronics Show in Las Vegas earlier this year, Impossible Foods launched the Impossible Burger 2.0, a new version of its original vegan burger. The new offering was a success and is cited as the reason that Red Robin chose to work with Impossible Foods.
Lisa Will, Vice President of Sales at Impossible Foods has stated: “Red Robin takes meat seriously – and it’s a major endorsement that the Impossible Cheeseburger is now part of Red Robins’ justifiably famous menus”.