Next Level Burger

Expansion, Plant-Based Backlash, and the Future of Sustainable Fast Food

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About the Guest

Matt de Gruyter is the co-founder and CEO of Next Level Burger, America’s First 100% plant-based burger joint that serves up vegan burgers for a better world in 10 locations coast to coast, as well as Veggie Grill by Next Level. 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. NLB and Veggie Grill by Next Level comprise the largest wholly owned plant-based chain in the U.S.

About this episode

In this episode of Eat for the Planet, Matt de Gruyter, CEO and co-founder of Next Level Burger, discusses the brand’s significant progress since 2018, including the acquisition and turnaround of Veggie Grill, its ambitious expansion goals, and the evolving plant-based food landscape. Matt reflects on combating misinformation, balancing operational discipline with a strong work culture, and creating a sustainable, compassionate food system while emphasizing the critical role of leadership and persistence in driving long-term change.

Key Takeaways

  1. Strategic Growth Through Acquisition: Next Level Burger’s acquisition of Veggie Grill was a bold strategy to expand its reach, address rising costs in new restaurant builds, and successfully revitalize a struggling competitor, rebranding it as "Veggie Grill by Next Level."

  2. Consumer Priorities: Health remains the primary driver for NLB customers, followed closely by sustainability, though awareness of ethical concerns continues to grow among diners.

  3. Impact of Disinformation and Culture Wars: Misinformation campaigns and culture wars have politicized plant-based eating and climate action, creating skepticism about facts and science that challenge entrenched norms around food and environmental responsibility.

  4. Balancing Discipline and Culture: Matt highlighted the delicate balance between operational discipline and fostering a positive, mission-driven work culture, likening it to surfing a wave where extremes must be avoided.

  5. Addressing Criticism of Plant-Based Meats: Despite accusations of being “ultra-processed,” plant-based meats offer undeniable environmental and ethical advantages over animal-based products, but the industry must adapt its messaging to counter negative perceptions.

  6. The Role of Leadership: Strong leadership at all levels has been key to NLB’s growth and resilience, with a focus on aligning the team around shared values and executing with precision.

  7. Politics of Food and Climate: The politicization of food systems and climate change underscores the need to decouple plant-based eating from ideological battles and focus on facts and science to drive long-term change.

  8. Future of Food: Matt remains optimistic that the next generation will lead systemic change toward a sustainable and compassionate food system, even as progress often feels frustratingly slow.