News | January 17, 2019

Umami Burger Launches Impossible Foods New Recipe Of The Impossible Burger

Umami Burger & Impossible Foods continue to grow their strategic partnership by bringing innovative products to Umami Burger's guests

Los Angeles, CA /PRNewswire/ - sbe, a leading international hospitality group that develops, manages and operates award-winning global hospitality brands, is delighted to announce that Umami Burger is one of the first official restaurants to serve Impossible Foods innovative new Impossible Burger recipe. Impossible Foods' new recipe has replaced the current Impossible Burger at all locations featuring a juicier and more flavorful patty with added nutritional benefits. Umami Burger is thrilled to bring the latest innovations to their guests with an unbeatable taste.

Sam Nazarian, Founder & CEO of sbe states: "Impossible Foods and its CEO, Patrick Brown, and COO, David Lee, have been incredible partners. We are excited to further their mission with our continued success. Umami Burger is delighted to be one of the first restaurant partners to launch Impossible Foods' new recipe of the Impossible Burger. We are always striving to bring the latest products to our guests and know they will thoroughly enjoy our new menu items."

David Lee, Chief Operating Officer of Impossible Foods states: "Umami Burger is a trend-setter in the better burger category, so we are thrilled they will be among the first to bring our game-changing new recipe of the Impossible Burger to Umami Burger guests."

The new recipe is better on all fronts – from the taste to the texture, to the aroma. With a firmer grind and beefier chew, the mouthwatering new recipe is also more nutritious, compared to the previous recipe, as the new recipe has 40% less saturated fat, 30% less sodium, a higher quality protein and it is made without gluten (gluten-free certification still pending).

Umami Burger first launched the Impossible Burger in May 2017, and it remains one of the top selling items on the menu. Umami Burger has created several additional versions of the Impossible Burger, appealing to a wide variety of guests and attracting new customers from coast to coast. This past July, Umami Burger signed a two-year contract with Impossible Foods, making the Impossible Burger the exclusive plant-based burger at all locations in the US.

Umami Burger has seen unprecedented success with their partnership with Impossible Foods and has sold over 325,000 Impossible Burgers to date, averaging 6,250 burgers per week. From the limited release of Jaden's Impossible Trio partnership with Jaden Smith in 2017 to the launch of three new Impossible Burgers this past spring, the partnership has been a tremendous success for Umami Burger and Impossible Foods.

The announcement of this launch follows the recent news of Umami Burger launching their first ever airstream in Baha Mar and the opening of Umami Burger's second location in Tokyo. Umami Burger currently has 16 locations in the US with exciting plans to open four franchise locations in Mexico City, with massive international expansion in the near future, including 40 more locations in Mexico, 10+ in Japan, as well as outposts in the UAE and Qatar.

For more information on Umami Burger visit umamiburger.com or follow @umamiburger or #umamiburger on Facebook, Twitter, and Instagram.

About Impossible Foods
Based in California's Silicon Valley, Impossible Foods makes delicious, nutritious meat and dairy products directly from plants — with a much smaller environmental footprint than meat from animals. The privately held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of Biochemistry at Stanford University and a former Howard Hughes Medical Institute investigator. Investors include Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital, and Open Philanthropy Project. For more information please visit, impossiblefoods.com

About Umami Burger
Founded in Los Angeles in 2009, Umami Burger has been named GQ's "Burger of the Year," Men's Journal's "Best Burger in America" and one of the "25 Most Innovative Consumer Brands of 2016" by Forbes' CircleUp25. Currently, Umami Burger has 18 restaurants in California, New York, Illinois, Nevada, and Japan with additional locations planned around the world. sbe, the leading lifestyle hospitality company that develops, manages and operates award-winning hospitality venues, is Umami Burger's majority shareholder. For more information on Umami Burger, please visit umamiburger.com or follow @umamiburger or #umamiburger on Facebook, Twitter, and Instagram.

About sbe
Established in 2002 by Founder and CEO Sam Nazarian, sbe is a privately-held, leading lifestyle hospitality company that develops, manages and operates award-winning hotels, residences, restaurants and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is devoted to creating extraordinary experiences throughout its proprietary brands with a commitment to authenticity, sophistication, mastery and innovation. Following the acquisition of Morgans Hotel Group, the pioneer of boutique lifestyle hotels, in partnership with AccorHotels, sbe has an unparalleled global portfolio with 28 hotels and over 174 global world-renowned culinary, nightlife and entertainment venues. The company is uniquely positioned to offer a complete lifestyle experience - from nightlife, food & beverage and entertainment to hotels and residences, and through its innovative customer loyalty and rewards program, The Code, as well as its award-winning international real estate development subsidiary, Dakota Development - all of which solidify sbe as the preeminent leader across hospitality. The company's established and upcoming hotel brands include SLS Hotel & Residences, Delano, Mondrian, The Redbury, Hyde Hotel & Residences, and The Originals. In addition, sbe has the following internationally acclaimed restaurants and lounges under subsidiary Disruptive Restaurant Group: Katsuya by Chef Katsuya Uechi, Umami Burger, Cleo by Chef Danny Elmaleh, Fi'lia by Michael Schwartz, Leynia and Diez y Seis by Chef José Icardi, Hyde Lounge, S Bar, Doheny Room Skybar, Bond, and Privilege. To learn more, watch sbe's #thisisbeyond video and visit sbe.com.

SOURCE: Umami Burger

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