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Massive Demand for Impossible Burger 2.0 Leads to Nationwide Shortage

Image credit: Impossible Foods

Across the United States, restaurants are facing a shortage of the plant-based Impossible Burger, as demand for the product reaches record highs.

Impossible Burger distributors, including US Foods, have completely run out, leading some restaurants to find innovative ways to get their hands on the product, Eater reports.

An Impossible Foods spokesperson told Eater that the company reached out to distributors and all the restaurants it could to inform them that there could be a shortage of the popular burger.

In a letter dated April 10, seen by Eater, Impossible Foods explains that demand for its products exceeds the company’s production capability.

The letter came just a week and a half after Burger King’s launch of the Impossible Burger at 59 St. Louis area locations for consumer testing.

Today, the fast food giant announced that it will roll out the plant-based, “bleeding” Impossible Burger to all its restaurants across the United States.

Due to Impossible Foods’ rapid expansion, restaurants are running out of the plant-based meat.

“[It’s] super frustrating,” said Ruby’s Café Managing Partner Tim Sykes. “I’ve never had a product where I can’t get it anywhere.”

The shortage of the Impossible Burger 2.0 is expected to last until the middle of May and until then, some restaurants have tried to be innovative by offering customers the vegan Beyond Meat Burger instead.

Image credit: Impossible Foods

“We bought extra stock because the supplier told us they wouldn’t have enough for a while,” said Chris Caron, general manager of NYC vegan eatery Delice & Sarrasin.

“When I said I would order three cases, she said, ‘I only have two cases left for all of New York.’”

Impossible 2.0, as the name suggests, is an upgraded version of the Impossible Burger, which is designed to mimic animal-derived meat in taste and texture, using only plant-based ingredients.

The “beefier” Impossible Burger 2.0 even “bleeds” like animal-derived meat but contains no cholesterol and as much iron and protein as a beef burger.

Currently, Red Robin is the largest chain to offer the Impossible Burger at 570 restaurants nationwide.

However, Burger King’s upcoming addition of the plant-based Impossible Burger at all of its over 7,000 restaurants across the United States is likely to lead to plant-based meat going mainstream in 2019, just as it was predicted to happen.

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Paul Ibirogba

Written by Paul Ibirogba

Paul is a former writing teacher turned writer. He loves to travel the world (the southeast Asia region in particular), meet people from a variety of cultures and learn about various lifestyles. When he's not doing one of those things, he's probably reading non-fiction or watching YouTube videos.

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