The story of fads so hot they inspire feverish hunting and gathering is legion in American history — the pet rock; Tamagotchi, “Tickle Me Elmo”, catching a rare Kangaskhan in augmented reality. That a no-meat, fake-blood-filled chemistry miracle is the next among those is incredible — and that’s Impossible.
The Impossible customer experience starts with a simple question: how close is one of these delicious things to me? If Impossible was trying to get America searching for a taste, they fueled a fire hotter than a grill searing plant protein to a perfect medium rare. Impossible Mania has swept the country, inspiring copy cat maps in Bloomberg and a social media scavenger hunt that pushes adherents to track availability and proximity to their next possible meal.