SANTA MONICA, CA - A Southern California chain has joined the fight to freshen up the fast-casual scene. The Veggie Grill, a 100 percent vegan eatery that touts a modern veggie-centric cuisine, has raised $22 million capital to turn into a massive expansion plan.
“As today’s consumers make the shift towards ‘veggie positive’ thinking and eating, Veggie Grill’s brand proposition positions us well for today and the future,” said Veggie Grill CEO Steve Heeley. “This capital raise will help support our growth into other major markets across the U.S.”
The chain is uniquely different from the crowd of “better-for-you” concepts in the fast casual space, according to a press release, looking to offer craveable, innovative, veggie-centric food with bold flavors.
The menu items are created using:
- Seasonal vegetables
- Fruits
- Grains
- Nuts
“As an innovative concept, Veggie Grill has proven to be truly differentiated in the marketplace for fast-casual restaurants. We look forward to our continued partnership as the brand progresses on its rapid growth trajectory,” said Rahul Aggarwal, Partner at Brentwood Associates (the chain’s largest single shareholder) and a member of Veggie Grill’s Board of Directors.
The company plans to take this most recent investment and not only expand its reach to other U.S. markets, but grow its presence in the ones it is currently housed as well.
Heeley told Nation’s Restaurant News that Veggie Grill is currently looking to the Midwest and East Coast, but is still evaluating markets as it looks to “move out of the West Coast region.”
The chain currently consists of 28 locations, with a goal of doubling in size by 2019.
Is fresh produce moving in on fast food? As we reported recently, another chain, Salad and Go, is also looking to revolutionize the high-consumption sector in favor of fruits and veggies. AndNowUKnow will continue to follow such strategies as they strive to succeed.
