Fast-casual chain Veggie Grill by Next Level, now operating under the ownership of Next Level Burger (NLB), is launching a new menu on August 14, marking the most significant update since its acquisition in January 2024.
The updated menu features five new burgers, two chik’n sandwiches, and a salad, all of which are existing favorites from NLB. This initiative is part of a larger strategy to standardize offerings across both brands, with a strong emphasis on health-conscious choices and organic produce—a shift Veggie Grill adopted following its acquisition.
The new menu features a range of plant-based burgers, including the Signature Veggie Burger with a quinoa and mushroom patty, the SoCal Veggie Burger with tempeh bacon and special sauce, and the American ChzBurger, a classic option with a seasoned smash patty. Additionally, two new chik’n sandwiches have been introduced: the Crispy Chik’n Sandwich and the Chik’n Bacon Ranch Sandwich with tempeh bacon and smoked gouda on a pretzel bun. A fresh Avocado Bacon Cobb salad featuring organic tempeh bacon, avocado, and chickpeas is also now available.
Veggie Grill’s recovery
Just a few weeks ago, Next Level Burger (NLB) was named Best Fast-Food Chain in the 2024 Newsweek Readers’ Choice Awards, outperforming major non-vegan competitors like Chipotle, Chick-fil-A, and In-N-Out Burger.
Now under NLB’s leadership, Veggie Grill by Next Level is working to recover after financial challenges led to the closure of 20 locations. The brand currently operates 15 locations across California, Oregon, Washington, and Massachusetts, with plans to rebuild and expand.
Matt de Gruyter, co-founder and CEO of NLB and Veggie Grill stated, “We’re stoked to add these delicious Next Level Burger fan favorites to Veggie Grill’s menu. These 100% awesome, 100% plant-based dishes are road-tested at NLB and we’re confident our VG guests are going to love them.”
He added, “We’re excited to offer even more top-quality, wholesome ingredients and organics from the Next Level menu, and we’re just getting started!”
