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This Is What Happens When Silicon Valley Takes on the Burger
The vegan patty is now in restaurants in three U.S. cities, and it could be the next step in nudging die-hard meat fans toward more sustainable fare.
A handful of restaurants in three major U.S. cities now have a new menu item that’s deliciously misleading.
The “Impossible Burger” is a vegan patty that looks, smells, and tastes like beef. Cockscomb and Jardiniere serve it in San Francisco, as does Crossroads Kitchen in LA. In New York, Momofuku Nishi started serving it six months ago for $12, and two others—Saxon + Parole and PUBLIC, which has earned a Michelin star and James Beard Awards—are adding it to their menus this month.