US-based plant-based burger chain Next Level Burger has acquired Veggie Grill, creating one of the largest plant-based-only restaurant platforms in the US.
The combined entity will have 27 units across the country.
Next Level Burger co-founder Matt de Gruyter 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 also outlined immediate changes for Veggie Grill, which closed a dozen units – 40% of its outlets – in the summer of 2023.
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By GlobalDataThese changes will align Veggie Grill with Next Level Burger’s commitment to non-GMO ingredients and all-organic produce.
The acquisition was facilitated by VegInvest, an investment fund that previously rescued Veggie Grill from bankruptcy.
VegInvest will continue to be involved with the new, larger entity as a shareholder and partner.
Veggie Grill had initiated a franchising programme to revitalise the business. This initiative was paused to focus on optimising 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’s presence spans 17 stores in California, Oregon, Washington, and Massachusetts. Next Level Burger operates ten restaurants across California, Colorado, New York, Oregon, Texas and Washington, contributing to the coast-to-coast reach of the newly formed platform.
