Impossible Burger Patties Invade Atlanta

Impossible Burger — the much-hyped vegan burger with the meaty taste — is hitting grills at restaurants across the metro Atlanta area for the first time.

After selling out during a soft launch at a few outposts, Grindhouse Killer Burgers is now offering the Impossible Burger on its menu at every outlet except its airport location. The plant-based patty is made out of water, plant proteins, coconut oil and heme. That last ingredient is a compound that Impossible Foods thinks contains the essence of meat.

Grindhouse is pairing the patty with its vegan bun for a totally plant-based meal. But diners can also sub it in for any burger (say the Grindhouse style with American cheese).

"We decided to slowly roll out the Impossible Burger to see how the response was from our guests, before we went full scale with it,” Grindhouse Killer Burgers owner Alex Brounstein said in a press release. “With just a little promotion via social media, people were lining up for it right away, and the response was phenomenal. It became very clear that this was something we needed to offer at all our locations, as soon as possible.”

Meanwhile, national chain The Counter launched Impossible Burgers across the country this month, including The Counter’s location in Roswell.

• The ‘veggie burger that bleeds’ available in Atlanta for the first time [AJC]
• Watch: Does the Meatless Impossible Burger Live up to the Hype? [Eater]