American quick meals, the cornerstone of SAD (or the Commonplace American Weight loss program) 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 Stage Burger (NLB) introduced its acquisition of Veggie Grill, facilitated by funding fund VegInvest. Renamed Veggie Grill by Subsequent Stage, collectively, they comprise one of many largest vegan fast-food companies on the earth.
Subsequent Stage Burger
“Buying Veggie Grill aligns with our OG purpose, which is maximizing impression,” Matthew de Gruyter, NLB co-founder, tells VegNews.
“Legacy and world impression have been our purpose from the start,” he says. “The extra plant-based grub we sling, the extra our impression amplifies.”
Veggie Grill’s legacy lives on
Although their histories are distinct, NLB and Veggie Grill have at all times shared a standard mission: to offer customers a more healthy, extra sustainable, selection relating to quick meals.
Based in 2006 in Orange County, CA, Veggie Grill set out on a mission to remodel fast-food tradition with a totally plant-based menu. Regardless of preliminary challenges, the model resonated with a rising shopper base, finally increasing to greater than 30 places.
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, hen sandwiches, hand-spun shakes, and extra.
Whereas NLB initially operated inside Entire Meals Markets, the chain broke freed from its retail roots in 2022 with its first standalone places 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 avoid wasting the chain from chapter.
Veggie Grill
Earlier than the acquisition, Veggie Grill closed a number of eating places in main cities akin to New York Metropolis and Chicago, decreasing its location depend to 17. This era additionally noticed a menu refocus, introducing objects like Past Steak and the progressive Yo! Egg, a vegan egg with a runny yolk.
In his new function as CEO of Veggie Grill by Subsequent Stage, 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 Stage
The specifics of what is going to be on the Veggie Grill menu are at the moment a piece in progress. De Gruyter and his crew have been doing in depth analysis with Veggie Grill followers to search 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 ensure that we’re listening to our OG Veggie Grill company,” de Gruyter says.
The crew lately posted one among Veggie Grill’s early menus on social media to achieve insights into which objects prospects need to see return. Right here, longtime followers voiced pleasure in regards to 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 couple of time when Veggie Grill provided onion rings—an merchandise that’s sometimes not vegan at conventional fast-food chains.
“We’re asking of us far and huge on social media and in particular person what they might like to see change with this new period of Veggie Grill by Subsequent Stage,” he says. “We do plan to carry again some fan favorites, however after all, 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 right 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 recognized for his or her vibrant crew cultures, celebrating range, advantage, and management. This acquisition guarantees to increase these values, guaranteeing residing wages and best-in-class advantages for all crew members.
Subsequent Stage Burger
“We’re seeing this as a chance to take Veggie Grill’s tradition to the following stage,” de Gruyter says. “We wish all of our crew members to be happy 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 Stage alongside for the trip.
“We’re not asking ourselves, ‘How can we not lose?’ We’re asking ourselves, ‘How can we win?’” de Gruyter says.
“Veggie Grill by Subsequent Stage and its enlargement is entrance and heart alongside Subsequent Stage 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 at all times maintaining a tally of all issues vegan in her residence metropolis of San Francisco, CA and in every single place else.
