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Muscle Maker Grill adds Impossible Burger option to menu

Muscle Maker Grill Impossible Burger offered alongside veggie patty

Muscle Maker Grill has added the Impossible Burger, a plant-based protein. Muscle Maker’s protein option adds to the other diverse options on its menu, including grass-fed beef, turkey, all-natural chicken breast, and the more traditional veggie burger. Each Muscle Maker Burger build comes on a whole wheat bun and is served with a side of baked sweet potato fries.

“We wanted to offer our guests another protein option that has all of the characteristics of a traditional beef burger, without using animal protein,” said Michael Roper, Muscle Maker Grill chief executive, in the announcement. “The environmental benefits (of the Muscle Maker Impossible Burger) are an added value that we know our guests will get behind.”

Muscle Maker Grill offers different burger builds to appeal to its guests. Mushroom Supreme, California Club, Classic Jalapeno and the Recovery Burger are on its Burger Bar menu. The Muscle Maker Impossible Burger will be a protein option on all of these builds. Muscle Maker’s dressings selections include avocado, reduced fat mayo, turkey bacon, and reduced fat cheeses.

QSRs add plant-based proteins to menu

Similarly, Qdoba is testing Impossible in select markets in Michigan this month. In January, Carl’s Jr. added the Beyond meatless patty as a possible protein choice for customers and also features it in the the Beyond Famous Star sandwich. And Carl’s Jr.’s serves the Beyond patty 2.0 version,
which is now available at over 1,000 Carl’s Jr. locations, and has more striking beef-like qualities evident during the grilling process.

[Related article: Qdoba tests the Impossible in Michigan]

Today, meat-alternative proteins options find a greater share of space on the menu as consumer interest in plant-based options also rises. Consequently, the foodservice supply chain is meeting this demand: NPD, a Chicago-based research firm, reported shipments of meat-alternative proteins to smaller foodservice outlets increased 19 percent in the trailing months ended March 2018. These outlets comprise independent restaurants of two units or less and micro chains.

At the same time, 60 percent of consumers desire more protein in their diet. The Muscle Maker Impossible Burger should find a very welcoming audience among the chain’s customers, as they are typically more health conscious.

Back in 1995, Muscle Maker Grill opened its doors with a goal of providing its guests healthier versions of mainstream-favorite dishes. The fast-casual chain was founded by Rod Silva.

Photo credit: Muscle Maker Grill

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