Impossible Foods Opens Pop-Up Restaurant In Collaboration With Oatly

Impossible Foods has teamed up with Oatly to launch a new pop-up restaurant named “Impossible Quality Meats” in Chicago’s XMarket Food Hall. The menu features plant-based beef, chicken, and pork products, as well as burgers, salads, hot dogs, and dairy-free soft serve made with Oatly’s oat milk. This marks the first time Impossible Foods has opened its own restaurant, after establishing a significant presence in over 49,000 food service locations in the US.

The restaurant will be open every day except Monday from 11am to 8pm until fall, with a launch party scheduled for Saturday, August 17 where visitors can sample the dishes for free. Impossible Foods aims to appeal to meat-eaters with its realistic alternatives through a new marketing strategy, including red packaging that has been associated with good flavor. This move is part of the brand’s efforts to tackle the “meat problem” by offering more sustainable and ethical meat alternatives.