Last night I went out on a mission to eat the Impossible Burger. Currently, they only serve it in 4 restaurants in the world. One’s in LA, one’s in NYC, and two are in San Francisco, where I live — lucky me!!
I chose to go to the restaurant called Jardiniere to get it. It’s a “4 dollar sign” restaurant (aka FANCY A. F.). The burger isn’t explicitly advertised being vegan or vegetarian. To me, this means they’re trying to target the more upscale, meat-eating diners.
I think targeting meat-eaters is the way to go in order to make this catch on. Targeting vegans and vegetarians would be like preaching to the choir.
They have a limited supply of burgers so you have to get a ticket when they open at 5pm. I was actually the first person last night lol (ticket #1). They don’t start serving the burgers until 7:30pm, so I left and came back.
There’s a menu for the burger, which comes with optional beverage pairings. I didn’t get one because I already ordered a cocktail while I was waiting (and I can’t drink that much).
The first burgers started coming out at 8pm, and I got mine at 8:15.
The burger patty was exactly what I expected from what I read and saw on the Impossible Burger website, but I was still blown away at experiencing what food sorcery was done to create such a beef-like burger. The bun and all the toppings were also delicious!
The main ingredient that makes this burger so different is something called “heme“:
Heme contributes to the characteristic color and taste of meat, and it catalyzes all the other flavors when meat is cooked. Heme is exceptionally abundant in animal muscle — and it’s a basic building block of life in all organisms, including plants. We discovered how to take heme from plants and produce it using fermentation…
I mean, it’s pink inside! Like an undercooked burger would be. The texture and flavor were not at all like any other veggie burger I’ve eaten.
Full Ingredient List:
Water, Textured Wheat Protein, Coconut Oil, Potato Protein, Natural Flavors, 2% or less of: Leghemoglobin (heme protein), Yeast Extract, Salt, Soy Protein Isolate, Konjac Gum, Xanthan Gum, Thiamin (Vitamin B1), Zinc, Niacin, Vitamin B6, Riboflavin (Vitamin B2), Vitamin B12.
I strongly believe that if you served this at a BBQ, no one would know it’s not meat. I wish I could buy it at the grocery store right now.
I’m so excited at getting the first taste of what I believe will be the future of meat. I truly think that in 10 years, mainstream meat products (as well as egg and dairy products) will not have once come from a living animal. Whether that’s lab-grown meat or whether we’re food sciencing the shit out of plants, I’m not sure. Either way, I’m thrilled that this is the future we’re heading toward.