Impossible Foods and Oatly Team Up on New Pop-Up: “Choosing Meat From Plants Shouldn’t Feel Like a Compromise”

Tomorrow, Chicago is getting a major plant-based food upgrade with the launch of a new pop-up in the city’s XMarket Food Hall. Operated by Impossible Foods, the shop is called Impossible Quality Meats.

Impossible Foods’ inaugural brick-and-mortar concept is designed entirely around the company’s plant-based beef, chicken, and pork products featuring a diverse menu that includes small plates, main courses, Sunday brunch, and a special collaboration with oat milk company Oatly for dessert.

RELATED: From Corn Dogs to Lion King Nuggets: Here’s What’s New at Impossible Foods 

Impossible Quality Meats

The eats at Impossible Quality Meats 

At Impossible Quality Meats, diners can enjoy a variety of dishes starting with Sunday brunch offerings such as the Breakfast Sausage Sandwich, Breakfast Burrito, Chicken & Bacon Waffle Sandwich, Breakfast Hash, and Sausage Biscuits & Gravy. 

Impossible Foods

For those interested in small plates, the menu features Asian Style Meatballs, Beef Chili, Chili Cheese Fries, Italian Meatball Sliders, and Nachos with a choice of beef or chicken—all plant-based, of course.

For a lighter option, the Grilled Chicken Caesar, Spicy Crispy Chicken Southwest, and Crispy Asian Chicken are available as a salad or wrap.

Burger lovers can order a Classic Single, Classic Double, or SmashBurger. For hot dog fans, Impossible is serving a Chicago Style Hot Dog, Hot Dog, Chili Dog, or Bratwurst. Chicken Nuggets with Fries are also on offer.

Sides include House Cut French Fries and House Made Onion Rings. To complete the meal, oat milk-based Oatly Soft Serve will be available in vanilla, chocolate, or swirl options. 

Oatly

The pop-up will operate Tuesday through Sunday, from 11am to 8pm, providing customers with ample opportunities to experience the full range of Impossible’s plant-based offerings.

A natural progression for Impossible Foods

Impossible Quality Meats marks a significant milestone for Impossible Foods, which first made its mark in the foodservice industry in 2016 with the launch of its flagship product, Impossible Beef, in partnership with several high-profile restaurants across the US.

Burger King

Since then, the company has expanded its reach to nearly 49,000 foodservice locations nationwide, including major national chains such as Starbucks, White Castle, and Burger King, where the Impossible Whopper recently celebrated its fifth anniversary.

“Impossible began as a foodservice brand, launching our flagship beef product in 2016 with some of the best restaurants in America,” Peter McGuinness, CEO of Impossible Foods, said in a statement sent to VegNews.

“It’s been a natural evolution for us to create our own branded dining experience to showcase our delicious food,” McGuinness said. 

The new Chicago concept is a full-circle moment for the brand, and a way to showcase all of its popular products—doubling down on its mission to help people eat more meat, as long as it comes from plants. 

“With Impossible Quality Meats, we wanted to offer diners a fun way to experience our food. From breakfast to lunch to dinner, we leaned into classic crave-able dishes people love,” McGuinness said. “Choosing meat from plants shouldn’t feel like a compromise. It’s great-tasting food, plain and simple.”

Behind the Impossible Quality Meats concept

The menu at Impossible Quality Meats reflects the brand’s mission to make classic dishes more sustainable without compromising on taste. Developed by Impossible’s in-house culinary team, the selection of dishes is intended to showcase the versatility of the company’s plant-based meat products in familiar and satisfying ways for all diners, whether vegan, meat-lover, or somewhere in between.

Impossible Foods

“We don’t believe diners should have to compromise on their favorite foods in order to make better choices,” an Impossible Foods spokesperson said. “Now, that choice is even easier with the option of indulgent menu items like Impossible Meatball Sliders, Impossible Chili Dogs, Impossible Breakfast Burritos, and more.”

In addition to the savory dishes, the collaboration with Oatly brings a delightful dessert option to the table with Oatly Soft Serve, which has become a favorite among frozen treats lovers from around the world. 

“And of course, no meal is complete without dessert,” an Impossible Foods spokesperson said. “That’s why we partnered with Oatly to offer a delicious, nostalgic treat with a modern twist.”

Is an Impossible restaurant in the works?

The location of the pop-up was very intentional. XMarket Food Hall near Uptown Chicago is the largest vegan food hall in the Midwest and serves as an incubator for new, plant-based businesses. 

“XMarket Food Hall felt like a great location to pilot this new concept because it’s a hub for dynamic, innovative culinary experiences,” an Impossible Foods spokesperson said. “This drive to deliver culinary innovation is at the core of who we are as a brand, and our consumers are inherently curious.”

Impossible Foods

As the company embarks on this new venture, it will be closely monitoring the pop-up’s performance to determine the potential for future expansions. While no permanent plans have been announced, Impossible Foods is eager to gauge public reception. 

“We’re excited to make this pop-up a success and while we haven’t announced any expansion plans at this time, we’re eager to hear what people think,” an Impossible Foods spokesperson said.