popular burger chain, white castle's, impossible sliders en route to disrupt fast food industryFortune recently divulged the details of White Castle's Impossible Slider, which will be served alongside the fast food chain's traditional meat-based sliders. As of September 12, 2018, White Castle will be serving the vegetarian slider option topped with smoked cheddar cheese, onion, and pickle, sandwiched in the chain’s infamous steamed buns. “We’re not a hamburger company, we’re a slider company,” Jamie Richardson, vice-president of White Castle, told Fortune magazine. By positing that White Castle is not a “hamburger company” but a “slider company,” Richardson is showing that the company is willing to pivot and rethink its existence in order to answer changing consumer demand. This risk that could potentially disrupt the entire fast food industry by introducing vegetarianism. According to Fortune, White Castle tested the Impossible Slider in 140 metro locations in April 2018. White Castle President Lisa Ingram told Fortune that the company was surprised to see the Impossible Slider outsell their projections by 30%. The Impossible Slider is a plant-based meat substitute patty that is just one of many Impossible Food products. Impossible Food is a company known for its vegetarian products based on their meat counterparts. They even feature meat-like texture and the ability to “bleed.” Due in part to scathing documentaries such as Food, Inc., fast food has become seemingly unpalatable to customers who prefer to spend their money on foods that they identify as healthy or safe to eat. The Impossible Slider shows White Castle's willingness to not only answer to consumer demand, but to answer the problem of climate change. According to a 2016 article in Scientific American by Annick de Witt, meat consumption and production are largely responsible for climate change. Eating predominantly vegetarian diets are just one way that humans can reverse the threat of global warming. By offering the Impossible Slider, White Castle is displaying a commitment to the environment as well as consumers.
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