A Fresh Approach to Fast Casual

Chain restaurants have come to represent the slow erosion of all that is held dear by discerning diners the world over. Homogenized, mass-produced, oversimplified menus designed for consistency and volume proliferate, muting bold flavors in favor of simplicity. Quality isn’t the first, nor second or third, consideration, with more focus placed on cost than true value. Small businesses are edged out, putting the endangered mom and pop shop around the corner at even greater risk than ever.

Surely you’ve heard this tale of woe before. It’s not a new story, and no happy ending seems to lie ahead in the yet unwritten pages. However, it’s not all doom and gloom. “Franchise” doesn’t have to be a dirty word when it represents the spread of better corporate values. Veggie Grill is bucking the trend as the largest 100% vegan chain in the country, bringing real food that “celebrates the veggie, the fruit, the grain, and the nut” to the people. Veggie Grill has over 30 locations spread across the west coast and is soon to begin their east coast invasion, taking root in Cambridge, MA before spreading to NYC in 2019. If you haven’t yet heard about their infamous B-Wing Salad or sat down to a towering Beyond Burger, you’re in for a treat.

My first taste of Veggie Grill was many years ago when it was still a fledgling eatery based in Portland, OR. Although I’ve dabbled with the bay area locations once a year or so, they still remained just a bit beyond easy access… Until now. Planting themselves right in the heart of downtown Berkeley, it’s dangerously easy to pop in whenever the craving for Tempura Green Beans strikes, or worse yet, simply order $1 delivery through the app.

Meatless mains feature prominently through partnerships with Beyond Meat, Gardein and Hodo, appealing to the staunch omnivore and old-school vegan alike. Many reviews come from confused patrons who realize only after plowing through their entree that it was entirely plant-based. This is exactly the kind of accessibility that the industry needs now; not dumbed-down flavors, but a level playing field to unite eaters of all stripes. You can still get your spicy Buffalo Wings with creamy ranch dressing; your soulful Southern Fried Chicken plate piled high with mashed potatoes and gravy; your bright and zesty Mediterranean Super greens Salad, if you so choose.

My personal favorite of the moment is the Rustic Farm Bowl for its deeply umami grilled mushrooms, roasted yams, braised white beans, broccoli pesto, roasted tomatoes, and red pepper sauce. Every element would be a fine bite by itself, but in concert, creates a symphony of carefully tuned tastes, in perfect proportion. It’s a grounding meal that always leaves me feeling satisfied, energized rather than weighed down, easy to grab and just keep going. That’s what fast casual dining should really be about, right? Fuss-free, wholly satisfying fare that fits into the existing social fabric, rather than tearing a hole through it. If you haven’t yet tried Veggie Grill, prepare yourself. You may just see one opening up near you soon.

Don’t forget to download the app before you go and use my code HannahKa8145 for $5 off when you sign up!

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5 thoughts on “A Fresh Approach to Fast Casual

    1. That’s such a shame! It really defeats the purpose if value isn’t part of the equasion. I wonder if they would be receptive to that feedback? It might be nice to drop them a line… I’m sure you can’t be the only one to get that impression, and management should know so they can correct course before it’s too late.

  1. I love Veggie Grill! Actually they’re based in Southern California, I only remember because it was my birthday and it’s the only time I’ve being able to get the family into a vegan restaurant, back when there was only two locations. So many menu options, and they all look so good, I’ve yet to try the Rustic Farm Bowl or the Southern Fried Chicken plate, both on my list of items to try. :-)

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