On Monday, Cracker Barrel added Impossible Sausage (fake meat) to its breakfast menu. And people are, literally, not having it.
Vegetarian options are pretty standard on menus these days — especially at major chains like Cracker Barrel. So the company seemed excited to share the news on Facebook. “Discover new meat frontiers,” the corporate post read. “Experience the out of this world flavor of Impossible™ Sausage Made From Plants next time you Build Your Own Breakfast.”
But the seemingly innocuous announcement has inspired thousands of hateful comments. And now, the vitriol is going viral.
Brats and prayers.
Impossible Sausage, Impossible Outrage
Being vegetarian is not inherently political. But try telling that to these Cracker Barrel commenters. Equating the new menu item with “being woke,” it seems that even sausage patties have fallen into this country’s cultural divide.
“I just lost respect for a once great Tennessee company,” one comment read.
“Don’t you ever try to push that crap in my direction. Stick to the basics that made your franchise a success,” said another.
And of course: “You just lost the customer base, congratulations on being woke and going broke.”
(Who’s going to tell them about Burger King’s — massively successful — Impossible Whopper?)
I’m a meat lover myself, but this is excessive. And others clearly agree. A viral Twitter thread (above) roasting the angry comments has gained much more traction than Cracker Barrel’s original post.
What Is Impossible Meat Made Of?
The fake meat manufacturer Impossible Foods, Inc. gained fast popularity when the Impossible Burger debuted in 2016. Though plant-based patties (veggie burgers) have long been beloved among vegetarians, Impossible kicked things up a notch — by tricking your senses.
The appearance is designed to mimic real meat — right down to its rare pink color and beefy texture. The molecule heme, which looks and tastes like blood, is essential to that process.
Impossible meat appeals to the sight and touch of an eater, as much as their taste. And the psychological dining experience has been a huge success. Since its founding in 2011, Impossible Foods has raised $1.3 billion of funding from investors. It’s now a regular staple at BBQs and fast food chains alike… but we’ll see how it fares at Cracker Barrel.