The two chains have 27 stores, making it the largest 100 percent plant-based restaurant platform in the United States.
Next Level Burger announced Thursday the acquisition of Veggie Grill, creating the U. S. -only plant-based dining platform. U. S.
The two fast groups have a combined total of 27 establishments, spread all along the coast. Next Level Burger co-founder Matt de Gruyter will be the CEO of either chain. The executive intends to make quick adjustments to Veggie Grill, which closed a dozen establishments in 2023. includes a transition to source Next Level Burger with non-GMO ingredients and all-organic products.
“We’re not simply writing a new bankruptcy filing for Veggie Grill, we’re starting a new book,” de Gruyter said in a statement. “Veggie Grill through Next Level will bring all kinds of changes: biologicals, non-GMO ingredients, and ensuring a living wage for our many team members across the country. Everything consumers know and love about Veggie Grill is about to be taken to the next level, but know that fan favorites go anywhere.
Next Level Burger bought Veggie Grill from VegInvest, an investment fund that saved the company from bankruptcy. VegInvest is now a shareholder and ner of Next Level Burger.
After the last 40% footprint in the summer of 2023, Veggie Grill co-founder T. K. Pillan told QSR that the move reflects the need for casual restaurants to rethink their localization strategy in the face of changing customer behaviors. The chain announced a franchise initiative, however, efforts to optimize the business were suspended.
“We signed most of our leases before COVID-19, when we had a big lunch business,” Pillan said last year. “This lunch business is a fraction of what it used to be, so some of our restaurants weren’t worth pursuing. “Large dining rooms in focused markets no longer make sense. It’s about resizing the cash register economy to adapt it to this new world.
The more pressing plan was menu development. In October, the chain announced “Veggie Grill 2.0,” a culinary expansion featuring six new entrées—Sesame Tofu Supergreens, Caesar Crunch Salad, Caesar Crunch Wrap, Ranchero Bean Fiesta, Pesto Chick’n Parm Sandwich, and Truffle Mac + Cheese. The brand also upgraded its popular All Hail Kale salad and added the Banh Mi Sandwich and Sunrise Kimchi Burger to the permanent menu.
Veggie Grill’s 17 retail outlets span California, Oregon, Washington and Massachusetts.
Next Level Burger’s acquisition comes after the company fundraised $20 million in 2022. Existing investors include an organic and natural foods partner and early-stage vegan investors Alex Payne and Nicole Brodeur. The fast casual has 10 restaurants across Oregon, Washington, Texas, California, Colorado, and New York. A majority of its locations are based inside Whole Foods. Next Level Burger claims to be America’s first 100 percent plant-based-only burger chain.
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