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Next Level Burger operates as America's first 100% plant-based burger joint chain, providing fully vegan burgers, chicken, fries, and shakes. The company redefines classic American fast food by offering accessible and delicious plant-based alternatives, utilizing high-quality ingredients to deliver a satisfying dining experience. Its menu aims to cater to a broad audience seeking plant-forward options.
Co-founded in 2014 by Matt and Cierra de Gruyter, the company emerged from Matt's background as a former venture capital manager. Their foundational insight was the need for a mainstream, plant-based fast-food concept, driven by a mission to transform America's eating habits and establish a healthier, more sustainable food system through widely available vegan options.
Next Level Burger serves a diverse customer base, including individuals actively seeking plant-based meals and those desiring healthier, sustainable fast-food choices. Its vision centers on expanding its national footprint, making plant-based dining a convenient and appealing option across the country. The company strives to contribute to a better world by providing ethical and environmentally conscious food.
Next Level Burger has raised $20.0M across 1 funding round.
Next Level Burger has raised $20.0M in total across 1 funding round.
Next Level Burger has raised $20.0M across 1 funding round. Most recently, it raised $20.0M Series U in September 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 1, 2022 | $20M Series U | — | Ascend Vietnam Ventures, BILL, Founders' Co OP, Matrix, The HIT Forge, Yamaha Motor Ventures, Austin Walters, Derrick LI, Dharmesh Shah, Roxanne Varza, Ryan Chan, Thibaud Elziere | Announced |
Next Level Burger is not a technology company; it is a plant-based fast-food restaurant chain specializing in 100% vegan burgers, shakes, sandwiches, and other menu items made with responsibly sourced, non-GMO, organic ingredients. Founded in 2014 in Portland, Oregon, it serves health-conscious consumers, vegans, and meat-eaters seeking sustainable alternatives, addressing issues like climate change, animal welfare, and public health through plant-based dining.[1][2][3] The company has raised $20M in Series A funding and achieved strong growth momentum, including the 2024 acquisition of Veggie Grill that expanded it to over 20-27 locations across North America, making it the largest wholly owned plant-based restaurant group in the region; it won Newsweek's Best Fast-Food Chain in the 2024 Readers’ Choice Awards, outperforming major conventional chains.[1][2][4]
Next Level Burger was founded in 2014 by Matt de Gruyter, a former Marine and oil & gas private equity executive, and his wife Cierra, a lifelong advocate for health and animal welfare.[2][3] The idea emerged as the couple explored plant-based eating with their young family, growing concerned about the food system's role in climate change, animal harm, and health issues; they left their prior lives to launch America's first 100% plant-based burger joint chain in Portland, Oregon.[2] Early traction built through a focus on quality and sustainability, leading to national expansion; pivotal moments include the 2024 Veggie Grill acquisition (tripling locations to 27) and the 2025 launch of a unified All-American Vegan menu under the evolving Next Level Veggie Grill concept.[1][2][4]
Next Level Burger rides the surging plant-based food trend, fueled by consumer demand for sustainable alternatives amid climate concerns, with market forces like rising veganism, health awareness, and supply chain innovations (e.g., better plant proteins) working in its favor.[2][4] Timing is ideal post-2020s boom in alt-proteins, where it differentiates by scaling physical restaurants rather than just tech-enabled delivery; its Veggie Grill acquisition leverages operational synergies in a consolidating vegan fast-casual space.[1][2] While not tech-native, it influences the ecosystem by proving plant-based viability against giants like McDonald's, inspiring food-tech hybrids in precision fermentation and regenerative ag, and normalizing "food as climate action" for broader adoption.[2][3][4]
Next Level Burger's trajectory points to aggressive expansion beyond 27 locations, potentially unifying under Next Level Veggie Grill with new menus and sites in high-demand markets.[2][4] Trends like accelerating climate regulations, lab-grown proteins, and Gen Z's vegan shift will propel it, though competition from chains like Slutty Vegan and economic pressures on dining out pose risks.[1] Its influence may evolve from niche disruptor to mainstream sustainability benchmark, scaling impact if it sustains award-winning appeal and funding. This plant-based pioneer shows how food innovation can rival tech in driving planetary change—correcting the tech company misconception while proving its real-world momentum.[1][2][4]
Next Level Burger has raised $20.0M in total across 1 funding round.
Next Level Burger's investors include Ascend Vietnam Ventures, BILL, Founders' Co-op, Matrix, The Hit Forge, Yamaha Motor Ventures, Austin Walters, Derrick Li, Dharmesh Shah, Roxanne Varza, Ryan Chan, Thibaud Elziere.
