Taking Veggie Grill to the Next Level

From Matt and Cierra de Gruyter, co-founders of Next Level Burger 

January 11, 2024

We’re the founders of America’s first 100% plant-based burger joint chain, Next Level Burger. We started NLB back in 2013 to help share what our family discovered with the world: the power of eating plant based.

We've built Next Level on the foundation of offering awesome plant-based burger joint fare, using only organic produce and non-GMO ingredients while paying our team members living wages. Year in and year out, through thick and thin, we've stuck to these values, and we've been fortunate to not only survive but to thrive and grow these past few years. 

Our teams are now leading the charge for this mission from 10 Next Level Burger locations from coast to coast. We've now served millions of guests across six states, eight cities and four time zones while stopping almost 60 million pounds of carbon emissions from making their way into the atmosphere, conserving nearly two billion gallons of fresh water, and supporting acres and acres of organic farmland. That's enough carbon to fill almost a billion birthday balloons and enough water to fill more than 3,000 Olympic-size swimming pools!

But here's the thing: We're just getting started, and the next chapter of Next Level has begun.

We’re excited to announce that as of this past weekend, Next Level has acquired Veggie Grill from VegInvest, a passionate and committed vegan investment fund that shares our values and our commitment to a brighter and more compassionate future. VegInvest stepped in to save the Veggie Grill brand and mission from bankruptcy last year after a number of decisions led to a make-or-break moment for its continuance. We're delighted to share the news of our acquisition of Veggie Grill, and that VegInvest has joined Next Level as a mission-aligned shareholder and partner.

Veggie Grill by Next Level will mean all sorts of changes: organic produce, non-GMO ingredients and ensuring living wages for our many team members across the country. Everything you know and love about Veggie Grill is about to be taken to the Next Level, but know that the fan favorites aren’t going anywhere. While change can be scary, it's also ripe with possibility. 

We’ll leave you with this as we approach MLK Day, as Dr. King Jr.'s immortal words ring as true as ever: "The moral arc of the universe is long, but it bends towards justice." 

Let's make sure we're all doing our part to lean on that arc. At Next Level, we believe the future is bright, but that it's up to all of us to help make sure of it. 

All the Best,
Matt and Cierra