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This Popular Grocery Aisle Brand Just Launched a New Premium Burger Chain

With a well-curated menu centered around fast-food classics.

The plant-based meat trend isn't even a trend anymore but rather an omnipresent option on restaurant menus and on grocery shelves. And while you've likely had the chance to try a plant-based fast-food at chains like Burger King, Starbucks, and White Castle, a new venture from Impossible Foods will have you tasting the company's meatless creations in their most authrntic versions—the way their makers envisioned them being prepared.

That's because Impossible Foods is cutting out the middleman and has opened its own virtual restaurant, The Impossible Shop, which showcases its popular products in all their glory. The delivery-only concept was launched last week in California, Arizona, Colorado, Illinois, Maryland, New York, Texas, and Wyoming. The brand is operating out of the kitchens of hot dog chain Dog Haus and can be found on third-party delivery platforms including DoorDash, Postmates, Uber Eats, and Grubhub.

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For now, the menu is relatively small (or should we say, well-curated) and includes only six items. But they all seem like craveable winners: a classic plant-based burger, a burger smothered in plant-based chili, a patty melt, plant-based chicken nuggets, fries in several versions (from plain to chili cheese), as well as a breakfast burrito with a plant-based sausage.

The menu was developed in collaboration with Impossible Foods' head of culinary, Chef J. Michael Melton and Dog Haus, and these items are unique to the new restaurant. In the future, the company said it may test new Impossible Foods products on the Shop's menu before they become more widely available.

The Impossible Shop is now a direct competitor to fast-food chains that serve burgers using Impossible's patties, like Burger King. But its prices are slightly higher than those of an average burger joint—ranging from $11.99 for the classic Shop Burger to $22.99 for the Chili Cheese Double Down Shop Burger—which puts it in the premium category with the likes of Shake Shack and BurgerFi.

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Mura Dominko
Mura is ETNT's Executive Editor, leading the coverage of America's favorite restaurant chains, grocery stores, and viral food moments. Read more about Mura