Next Level Burger, a plant-based burger chain headquartered in the United States, has successfully acquired Veggie Grill, establishing itself as one of the foremost plant-based-only restaurant platforms in the country.
The combined entity will operate 27 units throughout the country.
Matt de Gruyter, co-founder of Next Level Burger, is set to lead both chains as CEO.
De Gruyter said, “We’re not just writing a new chapter for Veggie Grill — we’re starting a new book. Veggie Grill by Next Level will mean all sorts of changes: organic produce, non-GMO ingredients and ensuring living wages for our many team members across the country.
“Everything guests know and love about Veggie Grill is about to be taken to the Next Level, but know that the fan favourites aren’t going anywhere.”
De Gruyter has outlined immediate changes for Veggie Grill, which closed a dozen units – 40% of its outlets – in the summer of 2023.
These adjustments will bring Veggie Grill in line with Next Level Burger’s dedication to using non-GMO ingredients and exclusively organic produce.
VegInvest, an investment fund that previously rescued Veggie Grill from bankruptcy, played a key role in facilitating the acquisition.
VegInvest will maintain its involvement with the expanded entity, serving as both a shareholder and partner.
Veggie Grill had launched a franchising program to rejuvenate the business. However, this initiative was temporarily halted to concentrate on optimizing the company’s operations.
Veggie Grill co-founder TK Pillan said, “We signed most of our leases pre-Covid when we had a large office lunch business.
“That office lunch trade is a fraction of what it used to be, so a group of our restaurants weren’t worth moving forward with. Large dining rooms in office-centered markets just don’t make sense anymore. It’s about resizing the box economics based on this new world.”
Veggie Grill currently operates across 17 stores in California, Oregon, Washington, and Massachusetts. Meanwhile, Next Level Burger runs ten restaurants spanning California, Colorado, New York, Oregon, Texas, and Washington, enhancing the coast-to-coast coverage of the newly established platform.
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