Next Level Burger Acquires Veggie Grill, Becomes Biggest Plant-Based Chain in the US

EAT

Jan 24

The acquisition means that Next Level now has 27 locations across the country, serving up plant-based burgers, fries, and shakes.

Next Level Burger has become the largest plant-based-only restaurant chain in the US after it successfully made a deal to acquire Veggie Grill earlier this month.

Known as America’s first completely plant-based burger joint, Next Level Burger launched back in 2014, with animal-free takes on classic fast-food like burgers, chicken, fries, and shakes. It has ten locations across the country, including California, Texas, and New York, as well as its flagship restaurant in Denver, CO.

Now, the chain has announced that it has acquired Veggie Grill, a popular plant-based restaurant chain, to make for a combined total of 27 outlets in the US.

As part of the acquisition, Veggie Grill will be rebranded as Veggie Grill by Next Level and will take on some of Next Level Burger’s core values, including all organic produce, non-GMO ingredients, and living wages for all team members. “But know that Veggie Grill’s fan favorites aren’t going anywhere”, Matt de Gruyter, CEO of Next Level Burger, said in a statement.

The move comes as Veggie Grill, originally founded in 2006, closed a dozen of its outlets last year when its office-centered locations were impacted by a change in consumer habits including a rise in remote working after the pandemic. The brand was close to bankruptcy and vegan investment fund VegInvest stepped in to restructure and secure its future. Next Level purchased Veggie Grill from VegInvest, with the latter joining the new venture as a shareholder and partner.

“We're just getting started, and the next chapter of Next Level has begun,” says Gruyter, who has a goal to open 1,000 plant-based restaurants across the US.

Why Our Food Choices Matter

Next Level Burger says its mission is to serve up incredible food that’s good for people and the planet. Having served sustainability-focused food to millions of guests across six states, the brand reports that it has already helped stop almost 60 million pounds of carbon emissions from making their way into the atmosphere. It’s also helped save nearly two billion gallons of fresh water - the equivalent to fill more than 3,000 Olympic-size swimming pools.

That’s because plant-based meat and dairy almost always has a fraction of the environmental impact of animal-based products. In fact, vegan diets have been found to cause 75 percent fewer emissions when compared to diets where more than 100g of meat was consumed daily, according to a recent study regarded as the most comprehensive research of its kind.

At Species Unite, we believe in the power of collective action to create meaningful change for animals and the planet. That’s why we host our 30-Day Plant Power Challenge, where thousands of compassionate people around the world embrace vegan food and fashion for an entire month. Want to join in? Sign up for the challenge here.

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