Qdoba Mexican Eats is adding plant-based Impossible to its restaurants’ menus across the U.S. Following a successful product test in Michigan, the brand has decided to broaden its offering of Impossible with rolling availability beginning April 23 at select restaurants in Brooklyn, Denver, and Los Angeles. By May 28, Impossible will be available at more than 730 locations across the country, which will make Qdoba the largest Mexican fast-casual chain to serve this plant-based protein.
“During our test, we quickly learned that consumers loved our unique take on Impossible, making it an easy decision to launch nationally,” says Jill Adams, vice president of marketing for Qdoba. “Our Impossible offering appeals to both meat lovers and vegans, while also delivering on the big, bold flavors that we’re known for at Qdoba.”
Qdoba’s version of this plant-based protein—which tastes and cooks like beef—is seasoned in-restaurant with a unique blend of tomatoes, garlic, smoked chiles, and paprika, all mixed with diced red onions. The result is a product that is savory, slightly smoky and delicious. Guests can create their own entrée with Impossible or try one of Qdoba’s chef-inspired creations:
- Qdoba Impossible Bowl: Cilantro-lime white rice and black beans are layered with 3-Cheese Queso, pico de gallo, guacamole and seasoned Impossible.
- Qdoba Impossible Taco: Wrapped in a warm corn tortilla, Impossible is enhanced with red onions, cilantro and salsa verde.
“Qdoba created a truly unique and delicious Impossible offering, so it’s no surprise that the Michigan market test was such a success,” says David Lee, chief operating officer and chief financial officer of Impossible Foods Inc. “We’re thrilled to grow our partnership with Qdoba and further advance our mission of transforming the global food system to support the planet—as well as our growing population.”
