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Belly Up to The Counter:Impossible Burger Debuts at Premium Build-Your-Own Burger Restaurant


The award-winning burger restaurant The Counter will begin serving the highly anticipated Impossible Burger starting today at all of its outlets throughout California.

Starting next month, The Counter will expand availability of the plant-based burger from Impossible Foods. The Impossible Burger will be available in all U.S. locations of The Counter by the end of this year.

True to The Counter’s emphasis on “build your own” meals, customers can personalize the Impossible Burger in hundreds of ways. The Counter is encouraging customers to show off their best Impossible Burgers and salads on social media with the hashtag #CreateYourImpossible.

“We’re always searching for new ingredients and options that will give customers the ability to create indulgent, creative burgers that can’t be replicated anywhere else,” said Jeff Weinstein, founder and Co-CEO of The Counter, which is credited with igniting the nation’s better-burger craze. “Our mission is to challenge the way people think about burgers, making the Impossible Burger the perfect addition to our menu.”

Casual, personalized, sustainable

Casual and fast with an emphasis on high-quality and sustainable ingredients, Culver City, Calif.-based The Counter encourages customers to “build your own” meals. Customers can personalize their Impossible Burger with dozens of toppings for hundreds of delicious configurations.

In addition, customers can select The Counter’s signature Impossible Burger, which features herbed goat cheese, tomatoes, grilled red onions, mixed greens, spicy tomato jam and dijon balsamic on an English muffin for $15.

The Counter is the first restaurant group to feature the Impossible Burger in a salad. The Counter’s $16 Impossible Salad includes mixed greens, lettuce blend, quinoa, alfalfa sprouts, toasted almonds, grilled red onions, roasted grape tomatoes and sesame ginger vinaigrette.

The burger will debut at lunch on Tuesday at the Santa Monica, Marina Del Rey, Downtown Los Angeles and Miracle Mile locations in Southern California and Palo Alto and Corte Madera in Northern California.

Mission: Impossible

The Impossible Burger is a plant-based burger that tastes, cooks, smells and sizzles like ground beef from cows. It is produced without hormones, antibiotics, cholesterol or artificial flavors.

Dr. Patrick O. Brown, a Stanford biochemistry professor emeritus, founded the company to reduce the negative environmental impact of the global food system. The Impossible Burger is made from simple ingredients and uses about 75 percent less water, generates about 87 percent fewer greenhouse gases and requires around 95 percent less land than conventional ground beef from cows.

“The Counter ditches convention and encourages customers to build a burger uniquely suited to their taste -- from the protein to the patty,” Brown said. “Our missions are well aligned, and we’re excited that The Counter will introduce plant-based cuisine to millions of die-hard burger enthusiasts.”

About Impossible Foods

Based in Redwood City, California, Impossible Foods makes delicious, nutritious meat and dairy products directly from plants -- with a much smaller environmental footprint than meat from animals. The privately held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D., formerly a biochemistry professor and Howard Hughes Medical Institute investigator at Stanford University. Investors include Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek and Open Philanthropy Project.

About The Counter®

Founded in 2003 by Jeff Weinstein, The Counter®’s mission was to challenge the traditional burger joint. In partnership with Craig Albert, the Culver City, California-based brand grew into more than 40 domestic and international locations. The Counter® offers a fresh, unconventional approach to creating the ultimate burger, offering over a million possible burger combinations with a choice from eight proteins, 11 distinct cheeses, 33 signature toppings, 20 unique sauces and 11 types of buns or fresh greens. The Counter® offers a full-service, casual dining experience in an inviting space with industrial décor and upbeat music. For more information, visit www.thecounterburger.com.

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