The Impossible Cheeseburger looks just like any other conventional burgers. The unconventional part lies in the source of its protein, which is 100% plant-based. It is different from a veggie burger on that fact that it is made for meat-lovers who are not willing to compromise the pleasure they get from conventional burgers. It is “the most delicious burger they can buy at the best value”, Impossible Foods claimed.
Veggie burgers have been around for decades, but they are usually sold on a side menu to accommodate the small segment of vegetarian consumers. Impossible Foods’ plan to target the general public solely with its plant-based burgers is definitely a bold move, especially in the highly competitive fast food industry. Its unique meat recipe well differentiates the company and helps it enter the market strong. The company recognizes that most consumers are unlikely to compromise the pleasure they get from burgers for the environment. Therefore, instead of emphasizing on the environmental and health benefits of its products, Impossible Foods emphasizes on the quality of its “meat”, which provides the same or better taste and smell. The company’s strategic marketing message grabs the public’s attention and aids the successful launch of this new product.
As of now, Impossible Foods has only one product planned for sale, the Impossible Cheeseburger. I think there is little problem attracting the first batch of consumer because it is a fresh and interesting concept; the real challenge is to sustain sales after the hype and outcompete other well-established fast food giants on quality and price. Moreover, the company need to generate enough revenue to fund the development of other products and launch them fast before its competitors come up with similar products. Ongoing innovation is crucial to secure the company’s place in the industry.
One concern I have for the product is the amount of artificial flavouring and other additives required to create the meat taste and smell. It would be reassuring to the public if Impossible Foods can be transparent on its ingredients and provide nutrition facts on its products.
For those who are interested in learning more about the company, you can find an interview with the company’s founder, Patrick Brown, here: http://www.greenbiz.com/video/impossible-foods-founder-patrick-brown-burgers-made-plant
I found this post very interesting, because I’m curious about impossible foods marketing strategy for this product. When I was a vegan I found myself looking for substitute goods for meat at the beginning. In the latter I discovered that replacing meat, with fake meat, was not a very easy way to be a vegan. This is because it was disappointing, hard, and it just made you want non vegan foods. It was better to learn how to eat natural non animal products, and that’s what i did, and that’s what my vegan/vegetarian friends do. I think what they are doing is super cool and innovative, I just want to know to who and how they’re planing to sell it, because it would be super nice if everyone would consume less meat and this is a great way to do it to an extent.
This is an interesting post. I was trying to go vegan 4 years ago but I failed, I still just can’t give up the taste of meat. After reading this post, it makes me really want to try this burger out, because I knew for most veggie patty, they are made of soy, and I have never heard of a meat that is made from plants. Also, this post make me think of the former McDonald’s CEO and President Don Thompson who has recently resigned his position and join a company called Beyond Meat which is making veggie foods. I can clearly see vegan and vegetarian is a growing trend. More and more people join this segment either for the purpose of better health or because of animal well-being.