Food & Beverage

Veggie Grill founders launch plant-based burger joint

Stand-Up Burgers serves up plant-based burgers while doing good in the community.

Photo provided by Stand-Up Burgers

March 10, 2021 by Pat Shea — Editor, NetworldMedia

If you want to go up against a heavy hitter in the California burger scene, such as the iconic In and Out Burger, you better have a product that can cut the mustard, so to speak.

T.K. Pillan, co-founder of Veggie Grill, believes his new brand, Stand-Up Burgers, opening Wednesday in Berkeley, California, has what it takes. Instead of 100% beef, Pillan is serving 100% plant-based offerings, including the Freebird Crispy Chickin' Sandwich and the BBQ Bacon Burger as well as the Falafel Wrap and Save the Animal-Style Fries.

"We've been selling burgers at Veggie Grill since we launched in 2006, and we are confident the world is now ready for a pure plant-based burger stand," said Pillan, who thought Berkeley was the perfect choice for the first location. "It's a historically passionate and vocal community for those seeking change and who want to speak up and stand-up for what they believe in," he said.

T.K. Pillan, CEO, Stand-Up Burgers

The reimagined burger, burger place
Pillan is undaunted when it comes to pitting his food against traditional burger choices.

"There is a huge interest in plant-based across California and Stand-Up Burgers brings plant-based to life like no other," he said.

But with menu choices like a BBQ Bacon Cheeseburger and onion rings, does it surprise customers that everything on the menu is actually plant-based? According to Pillan, the answer is no.

"We are unapologetically serving up an all plant-based decadent menu where people can feast on their nostalgic favorites without sacrificing taste," he said.

Stand Up not only offers a healthier option for a person's health, but for the planet as well.

"Health, climate change and animal welfare are all driving this unstoppable rise in the plant-based movement. This past year has taught us many lessons and it's also increased our awareness about the importance of conscious eating for the overall wellbeing of ourselves and the environment," Pillan said. "Leaning into a plant-based diet can have a huge positive impact on our planet, while also leading us to a healthier and kinder future."

In fact, the burgers served at Stand-Up Burgers were developed originally at Veggie Grill. And as co-founder of Veggie Grill, Pillan believes that working with the two restaurants will actually benefit both brands in the future.

"We won't hide that Veggie Grill is behind Stand-Up as it is pure to our overarching mission to help the world begin, advance and their enjoy their plant-based journey, but Stand-Up is meant to stand on its own, pardon the pun, as a brand," Pillan said. "It accelerates our mission of helping the world begin, advance and enjoy their plant-based journey by allowing us to launch in smaller footprints which opens up a wider set of trade areas for us, and allows us to roll out a franchising program more quickly.

Standing on its own merit

Despite the Veggie Grill influence, Pillan is quick to point out that Stand-Up Burgers is a restaurant that can stand up to the competition. In addition to the Berkeley restaurant, two Chicago restaurants, one at 614 W Diversey Pkwy., will open on April 23, and one at 204 N. Wells St., will open May 7.

"The mission of Stand-Up Burgers is to deliver the best the plant-based world has to offer when it comes to indulgent burger stand fare," Pillan said. "There is a huge demand right now for more creative plant-based options across the world and people are demanding sustainable ways of living and eating. Our goal is to help people embrace and embark on their conscious food journey and deliver a new, exciting and delicious plant-based experience.

The restaurant is working with local charities in Berkeley including The Berkeley Humane Society and Support + Feed. For the months of March and April, a portion of the proceeds of every purchase, approximately 4%, of the signature Stand-Up Burger or Stand-Up Shake will go to Berkeley Humane and Support + Feed, Pillan said.

"Stand-Up Burgers is where passion for activism and change collides with the world's desires for delicious and decadent plant-based meals. We are building a community that chooses to be bold in all aspects of life — especially in what they choose to eat. Now is the time to take a stand and give voice to the animals and planet.

"We truly believe that you can do good while you eat good and that's what Stand-Up Burgers is all about. It's a place where passion for activism and change unifies with the world's desires for delicious and decadent meals."

About Pat Shea

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Pat Shea is the editor of ATM Marketplace. Pat has been an editor and writer in mass market and trade publishing for more than 25 years. She has won press awards for her newspaper reporting and feature writing in corporate communication publications.

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