Impossible Foods – Meateasy

The Impossible Burger is a 100% veggie burger that smells, cooks and tastes like ground beef from cows. It comes from a Silicon Valley start-up on a mission to prove plant-based foods can be just like real meat. In order to drive demand for the burger in Chicago, a city with dining culture centered around meat, the company hosted a unique pop-up experience. For two days a restaurant was turned into a ‘meateasy’, a 1920s-inspired speakeasy hidden behind a fake butcher shop facade. Inside actors dressed like butchers, bouncers and flappers interacted with about 400 guests over the two evenings.