American quick meals, the cornerstone of SAD (or the Normal American Food plan) is in determined want of a makeover. Now, a united entrance is coming to make a veggie burger-sized dent within the fast-food house.
That’s as a result of this month, Oregon-based Subsequent Degree Burger (NLB) introduced its acquisition of Veggie Grill, facilitated by funding fund VegInvest. Renamed Veggie Grill by Subsequent Degree, collectively, they comprise one of many largest vegan fast-food companies on the planet.
Subsequent Degree Burger
“Buying Veggie Grill aligns with our OG aim, which is maximizing affect,” Matthew de Gruyter, NLB co-founder, tells VegNews.
“Legacy and international affect have been our aim from the start,” he says. “The extra plant-based grub we sling, the extra our affect amplifies.”
Veggie Grill’s legacy lives on
Although their histories are distinct, NLB and Veggie Grill have all the time shared a typical mission: to provide customers a more healthy, extra sustainable, alternative with regards to quick meals.
Based in 2006 in Orange County, CA, Veggie Grill set out on a mission to rework fast-food tradition with a totally plant-based menu. Regardless of preliminary challenges, the model resonated with a rising client base, finally increasing to greater than 30 areas.
NLB, based in 2013 by Matthew and Cierra de Gruyter in Bend, OR, quickly grew from a single location to a multi-state presence. Motivated by a dedication to sustainability and wholesome consuming, the de Gruyters led NLB to redefine the basic American fast-food expertise with natural and plant-based variations of hearty burgers, rooster sandwiches, hand-spun shakes, and extra.
Whereas NLB initially operated inside Complete Meals Markets, the chain broke freed from its retail roots in 2022 with its first standalone areas in Denver, CO.
Within the final couple of years, each chains tailored their menus and approaches all through the pandemic. Nevertheless, Veggie Grill—like many eating places—was struggling, with VegInvest stepping in final yr to save lots of the chain from chapter.
Veggie Grill
Earlier than the acquisition, Veggie Grill closed a number of eating places in main cities similar to New York Metropolis and Chicago, lowering its location depend to 17. This era additionally noticed a menu refocus, introducing objects like Past Steak and the modern Yo! Egg, a vegan egg with a runny yolk.
In his new function as CEO of Veggie Grill by Subsequent Degree, de Gruyter plans to revive a model of Veggie Grill that speaks to its essence however with some upgrades, emphasizing a shift to top-shelf sourcing with non-GMO components and all-organic produce.
The menu at Veggie Grill by Subsequent Degree
The specifics of what’s going to be on the Veggie Grill menu are at present a piece in progress. De Gruyter and his staff have been doing intensive analysis with Veggie Grill followers to seek out out what they need to see on the menu.
“Cierra and I’ve been followers of Veggie Grill from again within the day, and we need to make certain we’re listening to our OG Veggie Grill friends,” de Gruyter says.
The staff not too long ago posted considered one of Veggie Grill’s early menus on social media to realize insights into which objects prospects need to see return. Right here, longtime followers voiced pleasure concerning the potential return of “OG” objects such because the All Hail Kale salad, the Bali Bliss tempeh-packed sandwich, and the beloved soup and salad combo.
Veggie Grill
Followers additionally reminisced a few time when Veggie Grill supplied onion rings—an merchandise that’s sometimes not vegan at conventional fast-food chains.
“We’re asking people far and vast on social media and in particular person what they might like to see change with this new period of Veggie Grill by Subsequent Degree,” he says. “We do plan to carry again some fan favorites, however in fact, made with natural and non-GMO components.”
On the finish of the day, de Gruyter needs to craft a enterprise that goes again to the fundamentals in some methods, with a menu he’s proud to serve to his kids.
“We need to go old-fashioned, as in, our nice grandparents consuming natural earlier than it was cool,” de Gruyter says. “For us, it comes all the way down to why wouldn’t we serve natural and non-GMO meals? There’s an added value, however we’re speaking about our collective human well being and the well being of the planet.”
Increasing Veggie Grill to the following stage
Each NLB and Veggie Grill are identified for his or her vibrant staff cultures, celebrating range, benefit, and management. This acquisition guarantees to increase these values, making certain dwelling wages and best-in-class advantages for all staff members.
Subsequent Degree Burger
“We’re seeing this as a chance to take Veggie Grill’s tradition to the following stage,” de Gruyter says. “We would like all of our staff members to be pleased with the work they’re doing and the mission they’re standing behind.”
The Veggie Grill acquisition additionally comes after NLB secured a $20 million funding spherical in 2022, which it has been utilizing to broaden its location depend. De Gruyter is holding steadfast to his plan to open 1,000 vegan fast-food outposts nationwide however now with Veggie Grill by Subsequent Degree alongside for the trip.
“We’re not asking ourselves, ‘How will we not lose?’ We’re asking ourselves, ‘How will we win?’” de Gruyter says.
“Veggie Grill by Subsequent Degree and its growth is entrance and heart alongside Subsequent Degree Burger as we develop our nationwide presence,” he says. “We’re simply getting began.”
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Anna Starostinetskaya is the Senior Information Editor at VegNews and is all the time keeping track of all issues vegan in her house metropolis of San Francisco, CA and all over the place else.
