I’ve often written about the influence Millennials have on food especially when it comes to health and nutrition. Even with fast food, studies show this generation, by and large, values quality over price and convenience. So it’s not surprising to me that a new restaurant concept may be redefining fast food.
Creating a healthy, produce-centric menu, Veggie Grill features seasonal menus where produce is the self-proclaimed rock star. This vegan restaurant chain provides alternatives to meat that does not equate to old-school tofu for sure.
In fact, their spring menu features flavorful dishes such as Chargrilled Veggie Penne (gluten free of course), Spring Pea Guacamole, Tempura Green Bean Stack and Mediterranean Supergreens Salad with scratch-made falafel, hummus and flatbread.
Their quinoa burger, referred to as the “Bad Boy Burger,” has become a hit with spicy Sriracha, jalepenos and cheese imported from Greece. I’m not a vegan, vegetarian or millennial but I was impressed at this inventively unique and creative menu.
Launched in 2006, Veggie Grill was one of the first concepts with a vegan menu to make a run to become a national chain. The concept has earned the backing of private-equity and grown into 29 locations California, Washington and Oregon.
According to Restaurant News, the company is focusing on both developing urban locations and nontraditional licensed units on college campuses, healthcare facilities or airports. A new sized-down prototype is in the works, and the chain is preparing for another investment round to plot out expansion to about 10 targeted markets, including major cities like Dallas, Chicago, Denver, Atlanta, Miami and the District of Columbia.
Interestingly enough, Veggie Grill reports that 70-80% of its customers are not vegetarian which means that consumers, especially millennials, are looking for healthy options to casual, fast food dining.
Written by Heidi McIntyre
Managing Partner
Heidi@FullTiltMarketing.net
