Veggie Grill

You finally decide it's time to eat in a more thoughtful matter (or you already do, but have limited outside-the-home options). Definitely a few times a week you'd like a good-for-you meal while you're out. But your decision doesn't alter the fast pace of your life. Where do you go to get healthful food that tastes good that's quick? That question is being answered by Veggie Grill, a chain of quick service vegetarian restaurants out of Santa Monica, California. They have opened two spots in Seattle and are negotiating a lease for a third.

Kevin Boylan, T.K. Pillan and Ray White wanted to provide high quality food that was good for people in a faster environment. Kevin was an investment banker, T.K. had started a technology company, and Ray had worked most of his adult life in the restaurant industry. Kevin and T.K. were deciding what to do next and Ray was working at a small restaurant chain he co-founded in California. Kevin and T.K. met him while touring the country learning about the restaurant business. The three started to build their company slowly, opening the first 100% plant-based food restaurant in 2006 in Irvine, California. "They have had great successes," says Greg Dollarhyde, the Chef Energizing Officer, who began working with them in April 2011 to help build the team and grow the company (he most recently came from Zoes Kitchen and was CEO of Baja Fresh in its growth days). "Plant-based food is good for people, animals and the planet. The founders opened one location a year until they had four, then opened three right in a row, all the time staying true to the original concept."

Above (l-r): Greg Dollarhyde, Kevin Boylan, T.K. Pillan, Ray White

They have two locations in Oregon, and now the two with a third on the way in Seattle. "Seattle is a great market," Greg explains. "It has a real food culture, educated people who are interested in trying new things, and is a veggie-friendly city. We think there's a big future for us in Seattle and will probably have more than three locations. But we look for great locations where we'll be successful—we build them as we find those and no sooner. We love the South Lake Union area because younger people tend to be more adventurous eaters. They appreciate that it's 100% plant-based with no trans fat, high-fructose syrup or refined sugar. University Village is great because of the diversity of people who go there. People spend time there, it's not necessarily in and out. It's a wonderful center."

Veggie Grill touts themselves as having craveable, delicious food that you can feel good about eating. "Offering tasty food comes first for us. It should be wholesome, but if it doesn't taste good, no one's coming back. Our food is easy to digest so you don't feel bloated after you eat. Our mashed potatoes are 40% cauliflower and our porcini mushroom gravy is really savory. Portion size, calories and nutritional quality go hand-in-hand. Some of our entrees are large enough to take some home, but even if you eat the whole thing, you don't feel bad. We're not a lo-cal diet place, but think we've found the happy medium."

As Greg correctly states, Americans want familiar flavors with lower calories or gluten free or without allergic reactions. Veggie Grill is fulfilling those desires. "Our ‘Urban Plate' is a homestyle complete meal that is gluten free. The idea is to find what people didn't know they need, and that is more plant-based eating. There's too much angst in America about food. Our concept is to find food people find desirable, making a change in the landscape of the restaurant world. We don't think this is a fad, we think it's a long-term trend." They try to get organic ingredients whenever possible, but Seattle doesn't have local avocados in February or kale in the winter. Those items will come from Arizona, Chile, Mexico. They also use sustainable materials at the restaurants.

Veggie Grill began a catering program last January that includes items from the menu and catering trays. In Seattle, it's all pick-up, but they may eventually offer delivery as they do now in L.A.

Offering a menu of healthful food with nothing over $10, Northwest wines, craft beer from Oregon and Washington, and an average in-restaurant time of 25-30 minutes, it's got to be worth checking out. We think you'll feel better for it.

Connie Adams/October 2012