Umami Burger Now Serving the ‘Meaty’ Vegan Impossible Burger

The delicious vegan Impossible Burger will now be served at all L.A. County Umami Burger restaurants.

If you’re not hip to the Impossible Burger, it generated a lot of buzz last year because of a revolutionary molecule called heme that makes the burger taste “bloody.” The Impossible Burger uses a legume-derived heme-containing protein, so no animals are harmed in the process.

Gregg Frazer, chief operating officer of Umami Restaurant Group, explains Umami’s reaction on tasting the burger:

“We would never compromise on taste—and after one bite of the Impossible Burger, we knew it belonged on the menu.”

Chef David Chang was also so impressed that he became the first to serve it at his New York–based Momofuku Nishi restaurant. Los Angeles–based Crossroads Kitchen also carries it on weekdays, but you’ve got to get there early—rumor has it that they sell out by noon every day.

The proof is in the patty: The burger’s deliciousness is so universal that both vegan and nonvegan restaurants are serving it. And it makes sense—more people are learning of the harm the meat industry inflicts on animals, the environment, and their own health and demanding plant-powered foods.

As this burger becomes more widely available, more and more people will appreciate how meat-like plants can taste. And if that’s the only thing stopping omnivores from going vegan—well, no more excuses!

Want to learn more about ordering vegan at fast-food and fast-casual restaurants? Check out our guide to ordering at chain restaurants.

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