Next Level Burger Company Profile

Background

Next Level Burger (NLB), established in 2014 by Matt and Cierra de Gruyter in Bend, Oregon, is America's first 100% plant-based burger joint chain. The company is dedicated to redefining the classic American burger experience by offering plant-based alternatives that are both delicious and environmentally sustainable. NLB's mission centers on combating climate change and promoting sustainability through its menu offerings, which include burgers, fries, and shakes made from non-GMO and organic ingredients. The company has expanded its presence across multiple states, including Oregon, Washington, California, Colorado, Texas, and New York.

Key Strategic Focus

NLB's strategic focus is on aggressive national expansion and promoting plant-based eating as a mainstream choice. The company aims to open 1,000 locations across the United States, with plans to quadruple its store count by the end of 2025. This expansion strategy includes entering new regions such as the West Coast, Southwest, and Northeast. NLB differentiates itself by offering a menu that appeals to both vegans and flexitarians, featuring items like the Signature Burger, Beyond Animal Burger, and Spicy Super Stacked Chik’n. The company emphasizes sustainability by using compostable packaging and sourcing organic, non-GMO ingredients.

Financials and Funding

In 2022, NLB secured a $20 million funding round led by strategic partners, including early-stage vegan investors Alex Payne, formerly of Twitter and Simple Bank, and Nicole Brodeur. This capital infusion is intended to accelerate the company's expansion plans, aiming to reach 28 locations by 2025 and ultimately achieve the goal of 1,000 outlets nationwide. The funding supports the opening of new locations, enhancement of operational capabilities, and further development of the brand's market presence.

Pipeline Development

NLB's growth trajectory includes the acquisition of Veggie Grill in January 2024, adding 17 locations to its portfolio and expanding its reach to 27 locations across the United States. This acquisition positions NLB as the largest wholly owned plant-based restaurant group in North America. The company plans to integrate Veggie Grill's offerings with NLB's commitment to organic, non-GMO ingredients and sustainability practices.

Technological Platform and Innovation

NLB leverages proprietary recipes and innovative plant-based culinary techniques to create menu items that replicate the taste and texture of traditional fast food. The company's offerings include house-made 'smash' patties, quinoa and mushroom patties, and black bean patties made from non-GMO organic vegetables. NLB also partners with established plant-based brands like Beyond Meat to provide a diverse menu that caters to various dietary preferences.

Leadership Team

• Matt de Gruyter: Co-founder and CEO of NLB and Veggie Grill by Next Level. Matt transitioned from a career in venture capital to establish NLB, driven by a commitment to sustainability and plant-based eating. Under his leadership, NLB has expanded significantly and acquired Veggie Grill, reinforcing the company's position in the plant-based restaurant industry.

• Cierra de Gruyter: Co-founder of NLB. Cierra has been instrumental in developing the company's menu and operational strategies, ensuring alignment with NLB's mission and values.

Leadership Changes

In January 2024, following the acquisition of Veggie Grill, Matt de Gruyter assumed the role of CEO for both NLB and Veggie Grill by Next Level. This strategic move aims to unify the operations and vision of both brands under a single leadership structure, facilitating cohesive growth and innovation.

Competitor Profile

Market Insights and Dynamics

The plant-based fast-food market is experiencing significant growth, driven by increasing consumer awareness of health and environmental issues. The global plant-based meat market is projected to reach $35.5 billion by 2027, growing at a CAGR of 6.7% from 2020. This growth is fueled by a rising number of flexitarians and the mainstream acceptance of plant-based diets.

Competitor Analysis

• Veggie Grill: Prior to its acquisition by NLB, Veggie Grill was a leading plant-based fast-casual chain with a focus on vegan comfort food. The integration of Veggie Grill into NLB's operations expands the company's market share and geographic reach.

• Plant Power Fast Food: A California-based vegan fast-food chain offering a menu similar to traditional fast food but entirely plant-based. The company has been expanding its presence in the Western United States.

• PLNT Burger: Founded by celebrity chef Spike Mendelsohn, PLNT Burger operates primarily on the East Coast, offering plant-based burgers and sides. The brand has been growing its footprint through partnerships with Whole Foods Market.

Strategic Collaborations and Partnerships

NLB has established strategic partnerships to enhance its market position and operational capabilities:

• Whole Foods Market: Several NLB locations are situated within Whole Foods Market stores, providing access to a health-conscious customer base and aligning with the retailer's commitment to organic and sustainable products.

• Beyond Meat: NLB incorporates Beyond Meat products into its menu, offering customers high-quality plant-based protein options that closely mimic traditional meat.

Operational Insights

NLB's operational strategy focuses on sustainability, quality, and customer experience:

• Sustainability: The company uses 100% compostable packaging and sources organic, non-GMO ingredients to minimize its environmental impact.

• Quality Assurance: NLB maintains strict quality control measures to ensure consistency and excellence across all locations.

• Customer Engagement: The company emphasizes exceptional customer service and community engagement to build a loyal customer base.

Strategic Opportunities and Future Directions

NLB is poised for significant growth and innovation:

• Expansion Plans: The company aims to open 1,000 locations nationwide, with a focus on entering new markets and increasing brand visibility.

• Menu Innovation: NLB plans to continue developing new plant-based menu items to cater to evolving consumer preferences and dietary trends.

• Technology Integration: The company is exploring the use of technology to enhance customer experience, streamline operations, and improve supply chain management.

Contact Information

• Website: Next Level Burger

• Social Media:

• Facebook: Next Level Burger on Facebook

• Instagram: Next Level Burger on Instagram

• Twitter: Next Level Burger on Twitter

This comprehensive profile provides an in-depth look at Next Level Burger's operations, strategic initiatives, and market positioning within the plant-based fast-food industry.