White Castle moves into the future with Impossible Foods’ meatless burger
After 97 years selling beef, the cult flavorite fast food chain has added Impossible Foods’ plant-based Impossible Burgers to its menu.
Most notably, as a substitute to put on their world famous sliders — a product Time magazine once called “the most influential burger of all time” — in 140 of its 340 locations.
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In 2014, Forbeswrote a piece about White Castle “searching for new sizzle,” and assuming that all goes well with the new wheat, coconut oil, and potato-based product, this could be the ticket.
In sticking to the same frozen-patty delight that has attracted fans for nearly 100 years, the 4th-generation family-owned burger royalty has, like most fast food chains, endured the pitfalls of nostalgia, long ignoring the shift in what people now wish to shove into their mouth-holes — quality over quantity.
Over the last few years, fast food chains have gone through a reckoning of epic proportions and, amidst a newfound devotion to healthier menu options, White Castle’s move to attract a new generation of customers is nothing unique.
That said, they are attacking it from a different angle. According to Quartz, the deal with Impossible Foods makes White Castle the first American “quick-serve” restaurant to serve the plant-based patty, and if all goes well, the chain says it will expand the offering to all of their locations.