By Allison Watkinson
TLL Reporter
Impossible Foods has opened an in-person food-service concept in the XMarket Food Hall through a licensing partnership with Veg House and PlantX Life.
Leased through PlantX Life and managed by Veg House, the Impossible Quality Meats pop-up restaurant will offer a plant-based menu that spans small plates, main courses, brunch offerings and desserts.
The new Impossible Quality Meats pop-up expands on Impossible Foods’ existing footprint throughout the food-service industry, which currently includes more than 45,000 restaurant locations across the U.S. that serve Impossible-branded products.
“Impossible began as a food-service brand, launching our flagship beef product in 2016 with some of the best restaurants in America,” said Impossible Foods CEO Peter McGuinness. “It’s been a natural evolution for us to create our own branded dining experience to showcase our delicious food.” 
The Impossible Quality Meats menu currently includes hearty dishes such as the Impossible Breakfast Sausage Sandwich, Impossible Asian Style Meatballs, Impossible Nachos, Impossible Grilled Chicken Caesar, an Impossible Chicago Style Hot Dog, Impossible Bratwurst, Impossible Chicken Nuggets with Fries, Impossible Burgers and Oatly branded soft serve ice-cream.
To celebrate its arrival in the neighborhood, Impossible Foods hosted a special grand opening event on Aug. 17 that offered free samples of its Impossible Hot Dogs, Impossible Burgers and Oatly Soft Serve to diners.
“With Impossible Quality Meats, we wanted to offer diners a fun way to experience our food,” said McGuinness. “From breakfast to lunch to dinner, we leaned into classic craveable dishes people love, like nachos, smash burgers and chili cheese dogs. Choosing meat from plants shouldn’t feel like a compromise. It’s great-tasting food, plain and simple.”
In addition to the Impossible Quality Meats food-service pop-up, consumers will be able to purchase Impossible-branded retail products at the PlantX Bodega that is located inside the XMarket Food Hall.
The Impossible Quality Meats pop-up restaurant will be available in Chicago’s XMarket Food Hall throughout Fall 2024.
Initially founded in 2011, Impossible Foods is a privately-held food company that focuses on developing and manufacturing plant-based meat that replicates the flavors, textures, and cooking experience of traditional meat products.
Cinnabon and Warheads Launch Sweet and Sour Collaboration