When it comes to music, food, and culture, the South definitely has something to say. There’s always plenty to do in Atlanta, but on April 4, 2026, the city will be extra festive in honor of its 15th annual 404 Day (named after its longstanding area code). To celebrate the occasion, Impossible Foods will be taking over Smorgasburg Atlanta for a hometown celebration with hip-hop legend Big Boi. The “Impossible x Big Boi: 404 Taste the Block” event will be a free, one-day-only block party from 11 am–7 pm.
Beyondish spoke with Impossible Foods about what to expect this 404 Day.
The Smorgasburg brand has made a significant impact by spotlighting local food vendors, and Big Boi is a hip-hop legend. How did this collaboration between the two and Impossible Foods come about?
We wanted to integrate into local Atlanta culture in a way that felt both authentic and accessible, and we knew from the beginning that having the right partners would be key. We’ve worked with Smorgasburg before out in LA and were impressed by the platform they’ve built, so it felt like an easy decision to team up to host this block party. And of course, who isn’t a fan of Big Boi? He embodied the Atlanta hip-hop scene in the 90s and early 2000s, and taps into that nostalgic vibe we wanted to create with this event. Atlanta has such a unique and vibrant culture, and we wanted to show up in a way that actually did it justice.
What can visitors expect throughout the day?
Obviously, everyone is looking forward to the performance from Big Boi. But we’ve got so much else in store, a little something for everyone, from a barbershop pop-up to custom airbrushed hats and totes, to live DJ sets and a drum line performance to hype up the crowd. And of course, Impossible Foods and Smorgasburg will bring the flavor with exclusive dishes like the Big Boi Double Smash Burger.
We’re listening. What’s on this burger?
The Big Boi Double Smash Burger is Big Boi’s take on a classic, stacking two Impossible Burger plant-based patties with cheese, onions, lettuce, pickles, ketchup, and mustard.
That works! Impossible Foods will also be partnering with vendors at Smorgasburg Atlanta to serve local favorites with an Impossible twist. How many vendors are participating?
We’ll have more than 20 vendors on 404 Day, serving dishes like Bara ATL’s Curry Impossible Beef Roti, Bun and Bites’ Sizzling Impossible Potsticker, HibachiRrito’s Impossible Beef Eggrolls, SaffronWok’s Impossible Shish Kebab, and ShaZa Kitchen’s A-Town Impossible Roll.
That’s a mouthful. What impact is Impossible Foods hoping to make by tapping into Atlanta’s dynamic culture and local food talent?
We don’t just want to show up in Atlanta. We want to integrate into the local scene. 404 Day offers us the perfect opportunity to celebrate everything that makes the city so special. Our hope is that we can show people that Impossible Foods fits naturally into their world, not as an alternative, but as something that’s additive.
There are a lot of major events this summer. Can we expect to see the Impossible Foods food truck going on tour? What’s next?
We’ve got a busy stretch ahead, including a pop-up at the Boston Marathon in a couple weeks, where we’ll be fueling runners and spectators with delicious, protein-packed bites. We’ve got more surprises to come after that, but you can expect to see us in other familiar spaces where people are already gathered around something they love – and making sure the food is worth talking about. We can’t wait to show folks what we’re cooking up.
AUTHOR
Allanah Dykes is a freelance writer whose niche is home decor and food, but she has written in almost every field from mental health to political op-eds. Her favorite pastimes are listening to Biggie and Bach and enjoying New York Italian ices and slices
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