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NBSV 159: Next Level Burger CEO Matt de Gruyter on founding America’s first plant-based burger joint

When we discuss the realms of veganism and plant-based eating, we can all come to the table around a common thread: food. Food builds relationships, connection, and community.

Case in point: Matt de Gruyter.

Matt is the co-founder and CEO of Next Level Burger, America’s first 100 percent plant-based burger joint that serves up vegan burgers for a better world in 10 locations coast to coast. Since its start in 2014, Next Level Burger has become a plant-based phenomenon.

Matt and his wife and co-founder, Cierra de Gruyter, lead the large-scale national expansion of the brand, adding more cities and more stores every year without losing sight of their passion for serving healthy, sustainably sourced food that drives their commitment to nourishing the people and nurturing the planet.

We discuss his business journey, surprising trends in the sector, and what a [near shocking] 52.8% represents.

Important topics we discussed:

>> NLB conducted a recent survey of 339 respondents from five Next Level Burger stores in five key markets — Portland, Denver, Brooklyn, San Francisco and Seattle — and it revealed how their vegan offerings are displacing meat consumption. >> The survey's most significant finding is that nearly 21% of respondents admitted they would have opted for an omnivorous meal at another restaurant or at home if they hadn't chosen to eat at Next Level Burger that day. This data underscores Next Level Burger's success in effectively displacing meat-based meals with plant-based alternatives. >> Next Level Burger's displacement data translates into a significant reduction in greenhouse gas emissions. By replacing meat-based meals with plant-based options, Next Level Burger helps lower the overall carbon footprint and contributes to saving water and land resources compared to traditional meat-based diets.

Connect with Matt:

>> Next Level Burger's website

>> Next Level Burger on Instagram and Facebook

Episode transcript:

Access a full transcript of the episode here.


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