The Veggie Grill, a Southern California-based restaurant chain that is redefining American comfort food with its delicious 100% plant-based cuisine, today announced the grand opening of its newest location at the Original Farmers Market on Monday, May 23, 2011. Located in the heart of Los Angeles at 3rd and Fairfax in North Market, the restaurant will serve wholesome comfort food including flavorful soups, salads, sandwiches, burgers and desserts.
The Veggie Grill breaks the stereotype of bland, mushy vegetarian food by combining hearty “veggie-meats” with bold marinades and sauces, creating innovative menu items that turn “veggies” into guilt-free comfort food. The Veggie Grill protein specialties (tempeh, chillin’ chickin and veggie-steak) are complete, high-protein sources that are nutrient-packed and contain no cholesterol, animal fat or trans fat. Desserts at The Veggie Grill are created without trans fat, cholesterol, eggs and dairy: instead, The Veggie Grill uses plant-based ingredients to create indulgent desserts that people can’t believe are vegan.
“When we created The Veggie Grill’s menu, we wanted guests, first and foremost, to love the taste of our food and feel satisfied. What they learn is how delicious plant-based food can be,” said CEO Greg Dollarhyde. “We are being embraced by consumers and the opening of our seventh store in one of LA’s most desirable locations will bring our cuisine to even more Southern Californians. The connection between the historic Original Farmers Market and our progressive twist on classic American cuisine marks a real cultural tipping point for The Veggie Grill,” Dollarhyde continued.
Ilysha Buss, director of marketing for Farmers Market, states, “Veggie Grill brings innovative, delicious fare to North Market. Their approach and their dedication to satisfied customers is a perfect fit in the Market’s rich, 77 year tradition of fresh, wholesome food, great patio dining and service which is neighborhood friendly.”
Veggie Grill’s fans are loyal, passionate and vocal and include celebrities, influencers and athletes who flock to The Veggie Grill’s locations, then espouse their thoughts through Yelp, Twitter and Facebook. One happy customer writes on Yelp, “I’m not a vegetarian at all. I am a total meat and poultry lover. But I absolutely love their veggie burgers here!”
Signature menu items include the “Santa Fe Crispy Chickin’” (Crispy Fried Chillin’ Chickin’, Lettuce, Tomato, Red Onion, Avocado, Southwestern Spiced Vegan Mayo, $8.95); “Sweetheart Fries” (scrumptious Sweet Potato Fries, seasoned and served with Chipotle Ranch, $4.25); and “All Hail Kale” (Marinated Kale and Red Cabbage, Roasted Corn Salsa, Agave-Roasted Walnuts with a Ginger-Papaya Vinaigrette, $7.95. Also available with Blackened Chickin’ or Tempeh for $2.50).
With approximately 3,000 square feet of space, the newest Veggie Grill location is designed to follow the “Simple, Crisp, Clean, Contemporary” design mantra of the brand. All locations recycle whenever possible, use bio-degradable plastic bags, recycled and recyclable materials, including Tectum walls and ceilings. In addition, The Veggie Grill locations use reconstituted bamboo for flooring and Kiri for the counters; both materials are highly sustainable timbers.
Seating 113 guests indoors and out, the restaurant features a covered outdoor patio and 14-foot ceilings resulting in a comfortable and upbeat setting for guests to enjoy the mouth-watering food. Located at 110 South Fairfax Avenue, The Veggie Grill will be open daily from 11 a.m. to 10 p.m. and can be reached at (323) 993-3997.