Steve Heeley, the CEO of Veggie Grill- a healthy fast-casual chain- is counting on the fact that his burgers taste as good, if not BETTER, than a McDonald’s Big Mac because he already knows his are better for your health. His are 100% vegan and made from pea protein.

Launched in 2006, Veggie Grill serves fast-casual food that has fewer calories than traditional fast-food items. Their menu includes dishes like tempura green beans and “fish” tacos. Prices range from $3.50 to $11.50.

Right now there are 28 in California, Washington, and Oregon. However, Veggie Grill is planning a nationwide expansion after a $22 million bump from investors.

From the article:

“Heeley, who previously served as the COO for national chains Baja Fresh and Au Bon Pain, considers Veggie Grill fast-casual rather than fast-food (workers periodically come around to refill drinks, and customers eat on real plates). But its popularity speaks to a larger shift in consumer preferences toward healthier, meatless options. And the brand is seizing the opportunity to compete with legacy brands like McDonald’s and KFC.

Challenging the status quo

Persuading Americans to eat less meat has been a challenge, Americans are still among the highest per capita meat eaters in the world. However, as people understand more about health and what they are putting in their bodies, they are making better choices. In fact, the amount of meat US consumers eat has been slowly declining.

But, to lure fast-food regulars, Veggie Grill is offering several veggie burger options and n December 14, all locations will sell the “Beyond Burger”. a plant-based (non-meat) burger made mainly from pea protein, yeast extract, and coconut and sunflower oil.

This plant-based burger made mainly from pea protein, yeast extract, coconut and sunflower oil, has a long line of investors (including Bill Gates and Twitter co-founder Biz Stone) who want to create a burger that tastes exactly like beer. And in May they started selling their burger in refrigerated meat aisles at select Whole Foods.

Here’s hoping they show up in my neck of the woods. I would personally LOVE to sink my teeth into a delicious plant-based burger. I’d even take my better half there for date night! Vegan food can be incredibly flavorful. And it’s a much healthier option than a diet full of red meat.

If happen to find yourself at a Veggie Grill- let us know what you think of it!

XO- Erin

Source: Business Insider