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.