Veggie Grill
An American fast-casual restaurant chain focused exclusively on plant-based food.
Last updated August 22, 2026
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Overview
Veggie Grill is an American fast-casual restaurant chain specializing in plant-based food. Founded in 2006 by Kevin Boylan and T.K. Pillan, the company developed a restaurant format centered on vegan versions of familiar American fast-food and casual-dining dishes, including burgers, sandwiches, salads, bowls, and other meat-free meals. Its concept was designed to make plant-based eating accessible through recognizable menu formats rather than positioning the business solely as a niche health-food outlet. The chain is based in Irvine, California, and built its original presence on the West Coast, particularly in California, Oregon, and Washington. Its growth was supported by outside investment: in 2013, Veggie Grill raised approximately $20 million in capital, primarily from Brentwood Associates, and publicly discussed ambitions for national expansion. This financing period marked a transition from a regional restaurant concept toward a larger multi-state chain. Veggie Grill expanded beyond the West Coast during the late 2010s. In early 2018, it opened two restaurants in Chicago, representing its first locations outside the West Coast, and indicated that additional Chicago-area restaurants were planned. In 2019, the company opened a restaurant in Harvard Square in Cambridge, Massachusetts, its first East Coast location. Its operating footprint subsequently included locations in California, Oregon, Washington, Illinois, Massachusetts, and New York. The brand also developed a close association with the modern plant-based meat sector. In 2016, it partnered with Beyond Meat to create plant-based burger offerings, aligning the chain with the broader consumer shift toward meat alternatives and helping present plant-based food in a mainstream fast-casual setting. Veggie Grill received recognition from consumers and food-media organizations during this period. Los Angeles Times readers selected it as a Best American cuisine restaurant in 2012, while VegNews named it Favorite Vegan Chain in 2016, 2017, and 2018. Forbes also included Veggie Grill in its 2016 list of 25 Most Innovative Consumer Brands. The company later faced contraction. In 2023, it was announced that 12 stores would close, indicating a significant reduction in its restaurant footprint. In January 2024, Veggie Grill was acquired by Next Level Burger, an Oregon-based vegan fast-food restaurant chain. The acquisition placed Veggie Grill within a broader vegan restaurant ownership structure. Publicly available reference material identifies the chain as operating across several U.S. states, but does not establish a complete current store count, detailed post-acquisition strategy, or a full list of current executives.
History
Veggie Grill was established in 2006 by Kevin Boylan and T.K. Pillan as a restaurant concept devoted to plant-based food. Its format combined vegan ingredients with familiar fast-casual dishes such as burgers, sandwiches, salads, and bowls. This approach allowed the brand to address both committed vegans and customers interested in reducing their consumption of animal products without requiring them to adopt unfamiliar dining habits. The company initially developed as a West Coast chain, with its base in Irvine, California, and restaurants in California, Oregon, and Washington. Its growth attracted outside financing. In 2013, Veggie Grill raised approximately $20 million, mainly from Brentwood Associates, and used the announcement to outline ambitions for national expansion. The investment was an important development in the brand's evolution from a regional vegan restaurant operator into a company seeking a broader U.S. presence. Veggie Grill's expansion accelerated beyond its original geography in the late 2010s. In early 2018, it opened two Chicago restaurants, its first locations outside the West Coast. The company also indicated that it intended to open four more restaurants in the Chicago area, although the available reference material does not specify whether all of those proposed sites ultimately opened. In 2019, Veggie Grill entered the East Coast market with a Harvard Square restaurant in Cambridge, Massachusetts. Its listed operating markets came to include California, Oregon, Washington, Illinois, Massachusetts, and New York. Product development was connected to the growth of the alternative-protein industry. In 2016, Veggie Grill partnered with Beyond Meat to create plant-based burgers. The relationship helped the chain offer products using a prominent branded meat alternative while reinforcing its identity as a fully plant-based restaurant operator. During this period, the company received several forms of consumer and media recognition. Los Angeles Times readers selected it as a Best American cuisine restaurant in 2012. VegNews recognized Veggie Grill as its Favorite Vegan Chain in 2016, 2017, and 2018, and Forbes included it among its 25 Most Innovative Consumer Brands of 2016. The later history of the chain included retrenchment as well as expansion. In 2023, Veggie Grill announced that 12 stores would close. The available sources do not provide a detailed explanation for every closure or a complete accounting of the remaining locations. In January 2024, the company was acquired by Next Level Burger, an Oregon-based vegan fast-food restaurant chain. The transaction brought two plant-based restaurant brands under common ownership. Public reference material continues to describe Veggie Grill as a multi-state U.S. chain, but does not provide enough information to establish the full post-acquisition operating model, current leadership roster, or definitive store count.
- 2024
Acquisition by Next Level Burger
[1]Next Level Burger acquired Veggie Grill in January 2024.
- 2023
Store closures announced
[1]The company announced the closure of 12 stores.
- 2019
First East Coast location
[1]Veggie Grill opened a restaurant in Harvard Square in Cambridge, Massachusetts.
- 2018
First Chicago restaurants
[1]The chain opened two Chicago locations, its first restaurants outside the West Coast.
- 2016
Beyond Meat partnership
[1]Veggie Grill partnered with Beyond Meat to develop plant-based burger offerings.
- 2013
Growth financing and national expansion plans
[1]Veggie Grill raised approximately $20 million, mainly from Brentwood Associates, and announced plans to expand nationally.
- 2012
Recognition from Los Angeles Times readers
[1]Los Angeles Times readers voted Veggie Grill the Best American cuisine restaurant.
- 2006
Veggie Grill is founded
[1]Kevin Boylan and T.K. Pillan co-founded Veggie Grill as a plant-based fast-casual restaurant chain.
Products and positioning
Mainstream vegan and plant-based fast-casual dining
Burgers
Plant-based burgers
Veggie Grill's burger range adapts the familiar American burger format to a fully plant-based menu. The chain's burger development included a 2016 partnership with Beyond Meat, connecting its offerings to the commercial growth of plant-based meat alternatives.
Signature plant-based meal
Veggie Grill Original
The Veggie Grill Original is identified in the available brand material as one of the chain's signature offerings. It represents the company's core proposition: recognizable fast-casual food prepared without animal products.
Salads
Salads
Salads form part of Veggie Grill's plant-based fast-casual menu and provide a lighter alternative to its burger and sandwich formats. The available reference material confirms the category but does not specify a complete current list of recipes.
Bowls
Plant-based bowls
Veggie Grill offers bowl-style meals among its typical products. These dishes extend the chain's plant-based proposition beyond burgers and sandwiches, although the available sources do not provide a definitive current menu or ingredient specifications.
Marketing campaigns
- 2016Beyond Meat burger partnership
United States
Veggie Grill partnered with Beyond Meat to create plant-based burgers, using a branded alternative-protein collaboration to broaden its mainstream vegan fast-casual menu.
Outcome. The partnership became part of Veggie Grill's product-development history and strengthened its association with the emerging plant-based meat category.
Brand decisions
2024
Acquisition by Next Level BurgerM&ABackground
Veggie Grill remained a recognizable U.S. vegan restaurant chain after announcing store closures in 2023.
Action taken
Next Level Burger acquired Veggie Grill in January 2024.
Aftermath
Veggie Grill became part of the Oregon-based vegan fast-food company Next Level Burger. Public reference material does not specify the transaction value or detailed integration plan.
2023
Reduction of the restaurant networkStrategyBackground
After a period of geographic expansion, Veggie Grill announced a significant reduction in its physical footprint.
Action taken
The company announced that 12 stores would close.
Aftermath
The closures reduced the chain's store network. The available reference material does not state the specific financial or operational reasons for the decision.
2018
Expansion into ChicagoStrategyBackground
The company sought to extend its regional restaurant model beyond the West Coast.
Action taken
Veggie Grill opened two Chicago locations and stated that four additional Chicago-area locations were intended.
Aftermath
Chicago became part of the chain's multi-state operating footprint; the sources do not confirm the final number of planned additional sites.
2013
Pursuit of national expansion after growth financingStrategyBackground
Veggie Grill raised approximately $20 million in capital, mainly from Brentwood Associates, while seeking to grow beyond its established West Coast base.
Action taken
The company announced plans for national expansion.
Aftermath
The chain subsequently expanded into Chicago and later Massachusetts, although the available sources do not document the full financial or operational results of the strategy.
Capital raised. Approximately $20 million raised (2013)
Recent events
Reported
Veggie Grill rolls out a new menu[3]
Veggie Grill rolled out a new menu featuring plant-based dishes, including the Chili Burger, Reuben on Rye, VG Classic, Masala Curry Bowl and salads with plant proteins.
Reported
Veggie Grill opened its first New York City restaurant[4]
Veggie Grill opened its first outlet in New York City, located at 12 W 23rd St in the Flatiron District. The restaurant was the chain's 37th US location.
Sources4 sources
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