Will Impossible Burger’s grocery store debut match its Burger King launch?
Impossible has, deliberately or not, created a sense or urgency through scarcity. Buyers have had to act quickly and competitively to avoid missing out on allocations. Meanwhile, consumers have raised a perception of value from the product being hard to get.
Rather than immediately rolling the burger out to retailers across the nation, Impossible is limiting their start to just Gelson’s in Southern California. Further, Gelson’s will enforce a maximum of 10 Impossible Burger packages per customer purchase. The Impossible Burger will sooner or later make it into the east coast shopping carts, as Impossible Foods plans to announce additional retailers later this month. “It’s our choice,” Lee remarked on their minimal introduction to retail.
Even though there is substantial interest for it, the Impossible Burger cannot yet be found in Asian grocery stores. Impossible Foods shared that since launching in Singapore in March 2019, their sales have increased 500% in Asia. Their product is being sold in restaurants, including revered establishments by David Myers, Wolfgang Puck and Gordon Ramsay, across Hong Kong, Singapore, and Macau.
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