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Since Harold and Kumar went to White Castle, there has not been such insatiable hunger for hamburgers – but not for any pie.
The popularity of the Impossible Burger, a herbal creation that has created a burning sensation, even among the savvy carnivores, has disrupted the supply chain of two major national chains, White Castle and Red Robin.
Bingeing comes after Burger King launched the impossible Whopper at 300 locations in the US this spring and plans to roll it out to 7,200 of its national restaurants by the end of the year.
Impossible Foods, a Redwood City, Calif.-based company that makes pancakes from genetically modified heme soy protein, said it was not playing a favorite role and that it was speeding up production. hamburgers. It uses over 400 distributors and does not sell its burgers directly to restaurants and retailers, according to l & # 39; Company.
"It's not us who say," Oh, Burger King gets it or that little mother in Indianapolis has it, "Rachel Konrad, a spokeswoman for the company, said. "We had absolutely not expected that demand would increase as quickly."
Because it's a private company, Impossible Foods does not publish production or sales figures. The company has seen a 50% increase in sales since introduces the second version of its meatless burger in January, It said, and its signature hamburger is now on the menu of 9,000 restaurants.
But in a dozen White Castle and Red Robin establishments across the United States, hamburgers that were the subject of much discussion were scarce on Friday. when the restaurants were contacted by the New York Times.
"I can not believe how many people are going crazy," said Tricia Scanlon, bartender at Red Robin in West Babylon, N.Y. "Many people have claimed it, vegetarians or vegetarians. Everyone who lives this lifestyle loves it."
Ms. Scanlon said her Red Robin facility ran out of meatless burgers about a week ago. In her restaurant, she said: specialty cookies cost an additional $ 3.50.
"I am a carnivore, to be honest," she said. "For me it was not the best taste."
A senior White Castle executive, known for his tiny burgers and his association with the comedy stoner buddy "Harold & Kumar go to the White Castle, "attributes this shortage to the popularity of the hamburger and to a planned transition with the shape of its slides.
A square version of the mini-burger, which was previously round, will be beginning Monday, said Jamie Richardson, vice president of White Castle.
"People hear about it and want to try it," said Richardson. "They try and then they like it and want to buy more."
Mr. Richardson stated that White Castle was confident that "Impossible Foods" would be able to run the meatless slider controls, which cost $ 1.99 each.
"These are the same people who have figured out how to make a plant-based protein look like beef, sizzle like beef and have a beefy taste," he said. "This, for us, is a permanent menu item."
A public relations firm for Red Robin said that she was not ready to comment on Friday.
Konrad said the grilling season has increased demand for hamburgers, which Impossible Foods says could be used to make tacos, meatballs, lasagna and pasta Bolognese sauce.
The company said it was expanding its Oakland, California, plant currently employs approximately 130 people and where production takes place 24 hours a day, seven days a week.
"We are very transparent about this," Ms. Konrad said.
One of the few Red Robin locations to have the elusive hamburger on Friday was in Kissimmee, Florida.
"A few times a week, we receive calls," said Joshua Santiago, a restaurant employee who answered the phone.
Mr. Santiago said customer feedback on meatless burgers had been positive.
"The people I asked the question actually say that it's an ordinary hamburger," he said.
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