Franchising

Vegan BBQ joint opening NYC storefront

provided

April 28, 2022

Pure Grit BBQ, which has been selling vegan barbecue essentials online since 2020, is opening its first storefront next month in New York City, at 36 Lexington Ave.

"Pure Grit BBQ's concept is simple, BBQ for all," founder Kerry Fitzmaurice said in a company press release. "Our mission is to create a homey dining experience that brings everyone to the table, no matter their dietary philosophy. We are all on our own food journey, and Pure Grit BBQ allows everyone to enjoy barbecue; because to us barbecue is more than food, it is a community."

The menu includes, cornbread waffles, smoked main dishes including Impossible, pulled eggplant sandwiches, mushrooms and tofu as well as traditional sides like coleslaw, beans, potato salad, fries and mac and cheese served with shiitake bacon and almond parmesan. Two salads, and the Kitchen Sink Cookie are also available.

The Pure Grit BBQ concept was born following a trip to Austin, where Fitzmaurice experienced Texas's infamous barbecue scene. She noticed that there were no vegan options and realized that plant-based cuisine needed to be a part of the conversation. Upon returning to New York City, Fitzmaurice confided in colleague and now her business partner, Jenny Mauric, of her desire to bring plant-based barbecue to New York City, and Pure Grit BBQ was born. The duo collaborated with vegan chef Nikki King Bennett most recently featured in the Netflix series "Bad Vegan" on perfecting the sides, and Pitmaster Daniel Jacobellis of Top Gun BBQ to ensure the authenticity of barbecue. They also joined forces with "Hell's Kitchen" finalist and plant-based chef Emily Hersh in 2021 to helm the kitchen and perfect the menu, according to the release.

In addition to prioritizing the food and restaurant experience, the team also puts a focus on sustainability, reducing waste as much as possible with optimized recipes, composting, compostable packaging and recycling. Pure Grit has also partnered with sustainable fashion brand Canava for uniforms and merchandise.