While other restaurants were jumping on the bandwagon and joining in on the meatless craze, McDonalds sat back silently and waited to see what would result. Essentially, this wait and see approach enabled other restaurants to do the product testing. When McDonalds saw that the Impossible Burger was performing well, they decided to offer the Impossible Burger in their restaurants. The decision to sell the Impossible Burger spawned the partnership between OSI Group and Impossible Foods.
Since sales of the impossible Burger skyrocketed almost immediately after release, Impossible Foods faced a great deal keeping up with the production. This meatless burger became so popular that a shortage occurred. Customers were left gravely disappointed, and Impossible Foods knew that they needed to come up with an immediate solution.
Impossible foods knew that they could not keep up with production on their own. They needed to partner with another company that shared the same goals and visions. After a thorough search, Impossible Foods decided they would form a partnership with OSI Group. Though OSI Group is a meat supplier, they possess the same goals and visions as Impossible Foods in that they desire to engage in the production of sustainable foods and ensure that quality is at the forefront of all operations.
Many positive things have resulted from this partnership. One major positive development is that the Impossible Burger will now be offered in McDonalds in roughly one month’s time. Vegan and vegetarians will have one more restaurant chain to add to their list. Secondly, the Impossible Burger will soon become part of meals cooked at home as consumers will be able to purchase this delectable treat at neighborhood grocery stores. Finally, consumers will no longer have to worry about shortages as far as the Impossible Burger is concerned as production has literally doubled. Plans have been put in place to ensure that supply remains stable for years to come.
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