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The Impossible Burger, a plant-based meat alternative developed by <a href="https://impossiblefoods.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-counter-kickstarted-the-impossible-burger-trend-2710880" target="_blank" rel="nofollow">Impossible Foods</a> that is touted for its nearly identical taste and consistency to that of a standard burger, <a href="https://1851franchise.com/impossible-foods-raises-another-300-mill-ion-with-celebrity-investments-2709945">has been regularly making headlines</a> for much of 2019 as an increasing number of restaurant and food brands incorporate it into their menu offerings.&nbsp;For California-based gourmet build-your-own burger franchise The Counter, this is practically old news.<a href="https://1851franchise.com/thecounter/latest-stories.html">The Counter</a> was way ahead of the game when it started testing the Impossible Burger back in 2017. While other brands in the quick-service and fast-casual burger segment are just now starting to jump on the bandwagon, The Counter has long been enjoying an enthusiastic response to the menu item from its loyal customer base and is proud of have led the pack with this particular trend.&nbsp;Making the decision to introduce the Impossible Burger at select Los Angeles and San Francisco in the early summer of 2017 was the result of extensive research done by The Counter. Brand representatives even toured the plant of then-fledgling Impossible Foods to better understand the product and how it’s made. After the months-long test period was deemed a success, The Counter officially rolled out the Impossible Burger across all of its locations in October 2017.&nbsp;The response to the rollout was huge, as The Counter was featured on Good Day L.A. and had media outlets as far as Idaho and Arizona covering the brand as it introduced the Impossible Burger to consumers.&nbsp;“We were very surprised by how well the Impossible Burger was received,” said April Fogle, Vice President of Operations for The Counter. “We had to approach it strategically from a marketing standpoint because the Impossible Burger was meant for people who love beef. We wanted to embrace this and promote it, so we positioned the Impossible Burger as a delicious substitute option for consumers who can’t have red meat every day of the week.”&nbsp;Fogle noted that a great deal of thought from The Counter’s research and development team went into incorporating the Impossible Burger into the brand.&nbsp;“It was all extremely positive,” Fogle said. “<a href="https://1851franchise.com/thecounter/interview-nicole-rayborn-vp-of-franchise-development-at-kahala-brands-2708457">The Counter team members</a> did a nice job of facilitating tasting events for franchisees to offer samples of the Impossible Burger outside of their restaurants so that people could try it.”&nbsp;Word spread quickly, with some customers even driving up to an hour to get a taste of the Impossible Burger at The Counter.“People were very excited to try it knowing it was completely different from our Sprouted Veggie patty, which is just made from vegetables,” Fogle said. “I think most people are very surprised by how much they like it after they try it. It’s very unique.”&nbsp;One of the great things about the Impossible Burger is that it can still be cooked at different temperatures served medium or medium-well, for instance. This versatility further aligns the Impossible Burger with The Counter’s mission to provide a dining experience that is conducive to and inclusive of all types of eating habits and dietary restrictions.“The philosophy of The Counter is that everybody has a different lifestyle, so we want everyone to feel comfortable in our restaurant,” Fogle said. “From vegan options to gluten-free options, we’re always trying to accommodate and provide options that appeal to the health consciousness of our clientele. Sometimes they even just want to be indulgent and have a burger with lots of cheese and a milkshake. We try to cater to every lifestyle.”&nbsp;The Counter’s early adoption of the Impossible Burger demonstrates this philosophy in practice. And as other brands are just becoming wise to the meat-alternative movement, The Counter is ahead of the pack in the innovation front yet again. “We’re always looking at new and different things,” Fogle said.&nbsp;Start-up costs to open a franchise with The Counter range from $746,000 to $2,340,250, with a franchise fee of $35,000. For more information on franchising with The Counter, please visit <a href="https://www.thecounterfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-counter-kickstarted-the-impossible-burger-trend-2710880" target="_blank" rel="nofollow">https://www.thecounterfranchise.com/</a>.©2019 CB Franchise Systems, LLC.&nbsp; All rights reserved. All other trademarks referenced are property of their respective owners. The information provided herein is for informational purposes only and is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise; nor is it directed to the residents of any particular jurisdiction within the U.S. or elsewhere.&nbsp; The following states currently regulate the offer and sale of franchises: CA, HI, IL, IN, MD, MI, MN, NY, ND, RI, SD, VA, WA, and WI. If you are a resident of one of these states, or of a jurisdiction that has similar requirements, we will not offer you a franchise until we have completed the applicable registration or obtained the exemption from registration, and completed the applicable disclosure requirements.&nbsp; Regardless of what state you reside in, an offering can only be made by a franchise disclosure document.

How The Counter Kickstarted the Impossible Burger Trend

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The burger franchise began testing the plant-based meat alternative back in 2017 and has led the pack in the meatless movement ever since. 

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