Franchising

Angel investor helping Pure Grit BBQ open NYC flagship

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March 3, 2022

Pure Grit BBQ, a vegan fast casual brand that has been selling barbecue essentials online since 2020, has received an angel investment from Robert Devine, although Pure Grit founder and CEO Kerry Fitzmaurice has retained a significant stake in the company. He will continue to lead it through the next phase of growth, according to a company press release.

Details of the deal were not disclsoed, but Pure Grit BBQ will open its first location in New York City in May 2022.

Fitzmaurice and Jenny Mauric teamed up two years ago in Austin to develop the concept, spending the first year of development honing the brand, working with pit masters and vegan chefs to bring the best of both worlds to plant-based barbecue.

In the summer of 2021, the duo welcomed trained vegetarian chef and Hell's Kitchen contestant and top ten finalist Chef Emily Hersh to the team. She previously worked at NYC vegetarian restaurant Dirt Candy and will be moving back to NYC from her native San Antonio to helm the first location.

"COVID delayed our plans to open our first location by two years, but our dream was always to establish a fast casual restaurant and welcome everyone to enjoy our delicious BBQ," Kerry Fitzmaurice said. "Through our successful pop-ups in NYC, we know that there is a community of people passionate about BBQ and plant-based eating. People who love the taste, comradery and comfort of BBQ but were unable to participate until now."

The menu includes coleslaw, baked beans, potato salad and mac and cheese — all made vegan. Smoked mains include the Impossible Meatloaf, jackfruit ribs, pulled Portobello mushrooms and house made sausage, and smoked veggie sides and salads round out the menu. All BBQ plates include a cornbread waffle, which is also available as a side, as a means to making a sandwich or as a dessert.

"I invested in Pure Grit because I believe in the team and their mission. In today's conveyor belt approach to fast food, it is inspiring to see a fresh new option that has such a positive impact on culture, health, and the environment," Devine said in the release. Devine was an early investor in cannabis and recently sold Spark1, the company he founded in 2014.

Pure Grit BBQ will continue to sell it The BBQ Sauce and The Hot Stuff along with The Rub direct to consumers nationwide on its website, in its first NYC location and at specialty stores nationwide.

Pure Grit BBQ is 100% plant-based and gluten-free, BBQ For All.