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Next Level Burger’s Bold Expansion and the Future of Plant-Based Dining 

Written by Benjamin Davis on . Posted in Foodservice, QSR, Restaurants.

In a recent episode of Eat for the Planet, host Nil Zacharias sat down with Matt de Gruyter, co-founder and CEO of Next Level Burger (NLB), to discuss the brand’s evolution, the acquisition of Veggie Grill, and the broader state of plant-based food in today’s complex cultural and political climate. 

Since its founding in 2014, Next Level Burger has set out to redefine fast-casual dining with 100% plant-based burgers, shakes, and fries. Now, with 10 locations coast to coast and the recent acquisition of Veggie Grill, the brand has become a driving force in the plant-based restaurant industry. 

 

Next Level Growth: A Bold Expansion Strategy 

One of the biggest developments Matt discussed was NLB’s acquisition of Veggie Grill, a move that surprised many in the industry. Rather than expanding solely by opening new stores, the brand saw an opportunity to revive and reposition an existing plant-based chain. 

“This was a bold move, and required immense effort from our entire cultural leadership team. I am so proud of where we stand today,” Matt explained, highlighting how acquiring an existing brand like Veggie Grill was not an easy task, but made sense due to the exorbitant cost of building restaurants from scratch in this current economy.  

Ultimately, the team expanded Next Level Burger’s footprint while maintaining financial discipline. 

Now operating under the name Veggie Grill by Next Level, the rebranded chain is undergoing a transformation, reinforcing its commitment to high-quality plant-based food while integrating NLB’s signature operational and sustainability practices. 

“We have from the beginning focused on values, principles and insane execution. There is no substitute to those things.” 

 

What Drives Plant-Based Consumers? 

Despite shifts in the plant-based industry, health remains the top priority for NLB’s customers, with sustainability following closely behind. However, Matt noted that ethical concerns are gaining traction, particularly among younger consumers. 

This insight has helped guide NLB’s menu offerings and marketing strategies, ensuring that taste, nutrition, and sustainability remain at the forefront of the brand’s messaging. 

 

Fighting Back Against Misinformation and Culture Wars 

Matt and Nil also tackled one of the biggest hurdles facing plant-based food today: misinformation and politicization. Plant-based eating and climate action have been dragged into culture wars, leading to skepticism and pushback that extends beyond simple consumer preferences. 

“We had a concerted effort to push back,” Matt said, calling out the efforts to confuse consumers about the health and environmental benefits of plant-based foods. He emphasized that facts and science must remain central to the conversation, even as companies navigate an increasingly polarized landscape. 

“Whenever you are on the right side of history, it’s an uphill climb. The status quo will fight too and nail to hang on. As the science continues to come out pointing towards the benefits of eating plant based, particularly for health, we continue to see people coming into our restaurants. It’s just a matter of time before the rest of the world catches up.” 

 

Leadership, Culture, and the Future of Food 

Through the rapid growth of Next Level Burger and its recent acquisition of Veggie Grill, Matt highlighted the importance of strong leadership and a values-driven culture. 

“You have to strike a balance between discipline and culture. It’s like surfing a wave—you don’t want to go too far in either direction.” 

Despite the challenges facing the plant-based industry, Matt remains optimistic about the future of food, particularly the role of younger generations in driving systemic change. 

“The next generations are going to choose wisely, and lead the way.” 

As Next Level Burger and Veggie Grill by Next Level continue to expand, Matt and his team are focused on the long game—building a scalable, sustainable, and delicious plant-based fast-casual experience. 

 

For retailers, foodservice operators, and investors, NLB’s growth is a clear signal that plant-based dining isn’t a passing trend—it’s an evolving, resilient movement that is here to stay. 

And while fully plant-based restaurant concepts face a unique set of challenges in today’s climate, Matthew and NLB are proving the appetite is there if the execution is on point.

Plant-Based Foodservice: The #1 Menu Trend of 2025 

Written by Benjamin Davis on . Posted in Foodservice, Hospitality, QSR, Restaurants, Trends.

Plant-based foods are no longer just a niche offering—they’ve claimed their spot as the number one menu trend of the year. From quick-service chains to fine dining restaurants and corporate cafeterias, establishments are embracing plant-based options not only to meet rising consumer demand but also to align with broader food trends shaping the industry. 

Let’s explore how plant-based foods connect with the other top menu trends highlighted by Total Foodservice and why incorporating them into your menu is a recipe for success in 2025. 

 

  1. Health and Wellness

Today’s diners prioritize wellness, seeking foods that nourish the body while satisfying the palate. Plant-based foods naturally align with this trend, as they are often lower in cholesterol and saturated fats while being rich in nutrients, fiber, and antioxidants. 

Restaurants can tap into this demand by offering whole-food plant-based dishes, such as hearty grain bowls, fresh vegetable-packed salads, and innovative alternatives to traditional meat and dairy ingredients. By highlighting the health benefits of these offerings, you can position your menu as both indulgent and good for your customers. 

 

  1. Local Ingredient Sourcing

Sourcing locally isn’t just about sustainability—it’s about celebrating freshness and supporting the community. This trend dovetails perfectly with plant-based menus, as fruits, vegetables, grains, and legumes can often be sourced from regional farms. 

For example, a plant-based menu might feature a seasonal roasted vegetable platter or a soup made with local root vegetables, showcasing the flavors of your area. Emphasizing local ingredients can also reduce food miles, aligning with diners’ environmental values. 

 

  1. Menu Optimization

In 2025, less is more when it comes to menu design. Streamlined offerings that focus on quality over quantity resonate with customers and make operations more efficient. Plant-based menus thrive in this environment, as a few versatile ingredients—like tofu, mushrooms, lentils or chickpeas—can be prepared in numerous ways to create diverse dishes. 

Consider a plant-based menu that highlights three or four core ingredients, each transformed into appetizers, mains, and even desserts, ensuring your kitchen runs smoothly while maintaining creativity. 

 

  1. Comfort Foods

Comfort foods never go out of style, and 2025 sees them taking on a plant-based twist. Think mac and cheese made with creamy cashew sauce, hearty vegan chili, or decadent dairy-free chocolate cake. 

Plant-based comfort foods appeal to diners seeking indulgence without compromise. They’re also a hit with flexitarians looking for familiar dishes that are better for their health and the planet. 

 

  1. Global Flavors

Plant-based foods offer endless opportunities to explore global cuisines, from Middle Eastern falafel and Indian curries to Thai tofu stir-fries and Ethiopian lentil stews. 

Incorporating plant-based versions of international dishes allows restaurants to expand their appeal while respecting cultural authenticity. By using traditional spices and cooking techniques, you can offer a dining experience that’s both plant-based and globally inspired. 

 

  1. Sense of Community

Restaurants have always been a place for connection, and in 2025, the sense of community takes center stage. Offering plant-based options can enhance inclusivity and guard against the dreaded “veto vote”, ensuring that diners with diverse dietary preferences feel welcome. 

Hosting plant-based cooking classes, community dinners, or partnerships with local vegan organizations can further strengthen your restaurant’s ties to the community, making your establishment more than just a place to eat—it becomes a hub for shared values and experiences. 

 

Position Your Restaurant for Success in 2025 

Plant-based foods are more than a trend—they’re a movement that intersects with nearly every other major trend of the year. From health-conscious diners to sustainability-minded consumers, offering plant-based options ensures your restaurant stays ahead of the curve. 

By embracing these interconnected trends and positioning your menu at the forefront of plant-based culinary innovation and marketing, you’ll not only attract a loyal customer base but also contribute to a more inclusive, sustainable, and delicious future. 

Next Level Burger Acquires Veggie Grill: Signaling Growth for Plant-Based Restaurant Concepts

Written by PBWPulse on . Posted in Foodservice, QSR, Restaurants.

The plant-based food industry has witnessed a monumental move: Next Level Burger’s acquisition of Veggie Grill. This significant acquisition not only almost triples the size of Next Level Burger but also establishes the combined entity as one of the largest plant-based restaurant chains in the United States. This strategic move not only signifies the growth potential of plant-based foods but also marks a major consolidation in the industry, indicating a robust future for plant-based dining.

A Pivotal Moment for Plant-Based Restaurants

Next Level Burger’s acquisition of Veggie Grill, a pioneer and legacy name in fully plant-based quick-service restaurants (QSR) in the U.S., is more than just a business expansion; it’s a clear signal of the burgeoning appetite for plant-based foods. With this acquisition, the combined value of the companies soars to $80 million, making Next Level Burger/Veggie Grill one of the largest plant-based restaurant chains in the nation. This move demonstrates the increasing consumer demand for plant-based options and the sector’s response to this shift.

Matthew De Gruyter, co-founder and CEO of Next Level Burger and member of the original Plant Based World Expo advisory council, has been a visionary in the plant-based space. His approach to the acquisition is transformative, aiming to uplift the Veggie Grill dining experience by introducing higher quality standards, including organic and non-GMO ingredients. This focus on quality and sustainability is not just a business strategy but reflects a deeper commitment to fostering a healthier and more ethical food system.

A Strong Indicator of Market Confidence

The acquisition follows a $20 million funding round in 2022, with notable investors including Whole Foods Market. This financial backing and the bold step of expanding to 27 locations nationwide indicate strong market confidence in the plant-based foodservice sector. De Gruyter’s goal to reach 1,000 restaurants highlights the anticipated growth and scalability of plant-based dining concepts.

The integration of Veggie Grill into the Next Level Burger family represents a future-forward perspective in foodservice. The move to ensure living wages for team members and the focus on hospitality and consistency speak to a holistic approach to business – one that values people, planet, and profit.