Starting today, metro Detroit vegetarians will be able to sink their teeth into the plant-based yet deceptively meat-like, bleeding Impossible Burger. The meatless burger patties are rolling out at Michigan outlets of chef Michael Symon’s B Spot Burgers today, followed by locations in Ohio and Indiana next week.
B Spot is serving a burger featuring the faux meat patty called the “Thin Lizzy” with grilled onions, mayo, dill pickles, and cheddar cheese for $9.99. Customers can also use the patty in a build-you-own burger or salad. B Spot currently operates locations in Royal Oak at 310 South Main St. and Rochester Hills at 176 N. Adams Rd.
This is the first time the Impossible Burger has been available in the Midwest. The burgers were developed by Silicon Valley tech startup Impossible Foods which has raked in more than $250 million over the last few years from investors like Bill Gates. Since last year, the company has begun raising its profile through major partnerships with restaurants such as Momofuku Nishi in New York and Hopdoddy Burger Bar in Texas.
Impossible Burgers get their “bleeding” quality and meat-like flavor by way of a substance called soy leghemoglobin found in the roots of soybean plants.
Impossible Foods is just one of many new startups seeking to entice both meat eaters and non-meat eaters with bleeding burgers. Competitor Beyond Meat already entered the Michigan market through grocery chain Kroger in August with patties offered in the meat aisles. It’s also currently being offered at BurgerFi in Northville.
This evening from 5 p.m. to 7 p.m. Impossible Foods will be serving free samples of the Impossible Burger to the public on a first come, first served basis fat The Garden Bowl at The Majestic in Detroit’s Midtown district. Stay tuned for more details on the Impossible Burger invasion.