Case Study: Impossible Foods achieves scalable, data-led customer support with Zendesk Messaging

Impossible Foods + Zendesk Data-led customer support

Impossible Foods, the fast-growing maker of plant-based meats, faced the twin challenge of serving both B2B and B2C customers while scaling rapidly. Viral publicity and major rollouts (including Burger King) exposed gaps in support: a complex distributor chain left operators and consumers needing direct education, ticket volumes surged, and the company needed data and processes to understand customer journeys.

Impossible Foods implemented Zendesk (Support, Guide, Chat, Talk), created a Customer Advocacy function with a proactive onboarding team, and integrated Zendesk with Salesforce and loyalty workflows. The help center logged 1.5M views in six months, Answer Bot and Guide reduced noise and halved support volume (from ~1,100–1,200/week to ~2,000/month), web/email deflection improved, CSAT is 94%, median first reply is four hours (15 minutes for onboarding), and the team now funnels “tens of thousands” of feedback points into product and sales decisions.

Impossible Foods

Gabrielle McCobin

Senior Manager of Customer Advocacy