Impossible Foods has succeeded by appealing to meat eaters and getting free publicity whenever possible, including menu adoption and word of mouth, says Chief Financial Officer David Lee. Impossible Foods is not competing against health foods but "was designed to compete in the $1.7 trillion global meat and dairy market in which meat eaters want to eat meat not just every week but at every meal," he says.
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Customer communications right now should offer products or services that help people cope and grow, writes Clearview Social CEO Adrian Dayton. "If every message you send isn't providing that value, you may not have what it takes to survive," he writes.
Burger King will roll out the plant-based Impossible Whopper nationwide this year, after launching a test of the burger from Impossible Foods in St. Louis. Qdoba Mexican Eats is also rolling out plant-based meat from Impossible at its 730 US eateries by the end of next month.
Restaurant chains including Burger King, Carl's Jr., Del Taco, Taco Bell and White Castle are all promoting new plant-based burgers and other meat alternatives, in an effort to court not just vegetarians but also people cutting back on animal protein. "Greater than 90% of our customers are self-avowed carnivores who want to eat meat, just not every meal," Impossible Foods' David Lee said.
Burger King has teamed with Impossible Foods to introduce a plant-based, entirely meat-free burger in 59 restaurants across St. Louis, Mo. A digital spot from David Miami features unsuspecting real customers eating the Impossible Whopper instead of their usual meat patty and showcases their stunned reactions.
Your words have the power to unite or divide, empower or weaken, inspire or destroy, writes Scott Mabry. "Leaders set the bar for communication through the values they transmit in every email, every meeting, every discussion," he writes.