The Chew's Chef Michael Symon is in town promoting a new veggie burger that looks, cooks and tastes like red meat.
It's called the "Impossible Burger" and is debuting for the first time in the Midwest on Friday at his Royal Oak restaurant B Spot Burgers.
Company representatives say the burger is often one of the top selling burgers in many restaurants where it's sold, outselling burgers made from cows.
"We are making an impossible burger and it is a 100 percent plant-based burger," Symon said.
It's called impossible because he says it's hard to believe.
"I think most chefs will tell you it would be impossible to make a plant-based burger that actually tastes like the hamburger that they grew up with," he said. "I like it because texturally and flavor-wise, it tastes like the burgers I'm used to eating. "
Symon said he is a carnivore expert.
"When you feel it, it feels like a hamburger. When you feel the texture on the outside, texturally, it feels like how a burger would cook up on the grill," he said.
For people who do enjoy red meat, Symon suggests taking one day of a week to take a break from red meat.
"I would never have put this burger on the menu if it didn't taste great," he said. "I wouldn't care if it was vegetarian-friendly, I wouldn't care about all those other things. For me, if it doesn't taste good, it doesn't matter.
The "Impossible Burger" debuts Friday in Royal Oak and on Monday at the B Spot in Rochester Hills.
