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>> great chefs love discovering something new, something innovative, and the undercurrent among chefs is really well developed. they follow each other. when you have a great hit, suddenly all the chefs that follow david chang are interested in trying the impossible burger. that followership isn't just true with consumers in social media, but it's true with chefs who really make a lot of the decisions in what to serve in the restaurants they're in. >> the impossible burger is currently served at more than 1,600 locations spanning every price range from top dollar restaurants in napa valley to y...

The thing they're pointing at here is called an ifb. anyone in tv knows what it is. i'm wearing one right now, and it is how my producers talk to me. >> i interviewed david from a studio in new york city. he was in parkland, florida. >> he hears you through one of these. >> the only way he was able to communicate with me in the television interview was through that device. >> that's right. >> pathetic. >> everyone in tv has an ifb. it is how you hear guests who aren't with you on set, or anchors in the studio, like david, you're being interviewed at a different location. on set guests also wea...

And restaurants is paying off for both sides. after putting the impossible burger on the menu for the first time in 2017 umami burger saw a lift in sales of 26% in just the first few weeks. >> we put a big marketing push behind it, and then i think people were excited. i think they were very curious, so you drove a lot of people to our restaurants. >> the marketing made them curious, but it was the taste that had them coming back. the impossible burger is now one of the brand's top three best sellers. >> up to 75% of the consumers were seeing it in places like umami and other great burger chai...

Directly to the consumer, they enlisted the help of top chefs known for their love of all things carniverus. >> they could take the impossible burger and insure that it would be delicious and delightful to consumers for the first time. you know, i like to think i'm a pretty good home chef, but i know that i have messed up many a burger, and we didn't want to take that risk. >> they started with david chang. >> david tried the burger. he called it a game changer. reached for his mobile phone and immediately posted it even before i could stop him. that broke the door open for people who followed...

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