Words & Deeds

A ‘bloody’ hit in Meridian, this Impossible veggie burger is now served in Boise

Meridian has something special that Boise doesn’t have?


Hey, it was true for a few months. The plant-based, meatless Impossible Burger, which debuted in Idaho last year at The Counter at The Village at Meridian, is now available in Boise.

The trendy veggie hamburger recently was added to the menus of both locations of The Ram Restaurant & Brewery: 709 E. Park Blvd. in Boise and 3272 E. Pine Ave. in Meridian. It costs $12 at the two restaurants. It’s also showing up elsewhere, such as 13th Street Pub & Grill in Boise, where it’s been available for a few weeks.

John Hess, who owns The Counter, was skeptical until he took his first Impossible bite last November.

“I couldn’t believe it,” he said. “My staff was just laughing at me, because I was just flabbergasted that it tasted like meat.”

“It’s crazy. This thing looks like meat. It does actually ‘bleed’ like meat. It tastes like meat. You could pass it off at a barbecue as meat.”

During the week of the Impossible Burger launch, Hess said, vegetarians and vegans formed lines at the door. The build-your-own burger franchise’s version is larger than The Ram’s, he adds. It weighs 1/3 of a pound, includes options such as vegan buns and vegan cheese, and goes for $15.

Created in Silicon Valley by a company called Impossible Foods, the Impossible Burger attempts to fool your taste buds with ingredients such as wheat, potatoes and coconut oil.