1. Building it better
Houlihan’s longtime veggie burger—a housemade blend of black beans, brown rice, garlic, jalapenos and nine other ingredients—is a menu staple, says Michael Slavin, VP of culinary and menu innovation for the casual-dining chain. But customer feedback indicated that guests were looking for a greater variety of healthy, sustainable plant-based options. In January, Houlihan’s tested the Impossible Burger in two restaurants, rolling it out systemwide in May.
“Three years ago, there wasn’t a plant-based burger that met our specs, but quality finally delivered on the hype,” says Slavin, referring to the meat analog products now in use and available commercially. “Consumers want a burger that eats like meat, with texture, color, flavor and satiety that mimics beef.”
Nevertheless, Slavin wanted to menu the best possible version before launching the burger chainwide—a requirement that took several tweaks, especially with cooking technique. “We went from cooking it on a flattop to cooking it individually, to order, in a saute pan. This gives the burger a nice sear and crust and better retains its flavor and juiciness,” he says. The cooked patty is served on a brioche bun with optional cheddar cheese, Houlihan’s secret sauce, lettuce and tomato. It’s priced from $11.50 to $12.49.
So far, sales have exceeded projections, Slavin adds. “The Impossible Burger is selling two to three times as much as the veggie burger and is not cannibalizing sales of the regular beef burger.” The burger’s parent company is helping build buzz. “Impossible Foods does a good job marketing to its fan base,” says Slavin.