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something so real in front of you. this is real meat. >> this partnership is paying off on both sides. putting the impossible burger on the menu for the first time, they saw a lift in sales in 26% in a few weeks. >> we put a big marketing push behind it. i think people were excited, curious. it drove a lot of people to our restaurant. >> it made them curious, but the taste had them coming back. the impossible burger is one of the top three sellers. >> up to 75% of consumers were seeing it and are hard core meat eaters. it's driven great business for them. it's their core customer that keeps coming back, making it the best selling burger for weeks on end. it's why they launched several versions of it. >> they are making a tasty version, but more culinary

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