News

Veggie Grill expands beyond Calif. roots

January 12, 2012

Veggie Grill is about to open its first location outside of Southern California in Beaverton, Ore. Veggie Grill is able to move into the Portland, Ore., market through a partnership with long-time restaurant developer Ed Casey. Based in Portland and an Oregon resident for more than 20 years, Casey’s experience is in building upon emerging trends in the restaurant industry.

As a joint venture partner, Casey will develop Veggie Grill restaurants in Oregon, opening the first location this month, followed by a second in May.

“I’m excited to bring the Veggie Grill and this concept to life in my home market,” said Casey, who developed, owned and operated more than 25 Baja Fresh Mexican Grill franchises in the Pacific Northwest. Casey also introduced Oregon to Applebees in 1993 in a franchise venture, and TGI Fridays in 1980. Additionally, he served as president/CEO of The Counter, a 2008 National Restaurant Association’s Hot Concept winner and was recognized by the Oregon Restaurant Association in 2002 as “Restaurateur of the Year.”

“Ed’s expertise is invaluable to our introduction into this new market. We are excited to be working with him as we branch out into the Pacific Northwest,” said Veggie Grill CEO Greg Dollarhyde.

The partnership between Management Development Inc. and Veggie Grill will be substantially financed by The Veggie Grill. The first location will open in Beaverton, home to NIKE Inc., and the second in the downtown financial district. Casey also is in negotiations on two other locations in Portland and the surrounding communities, including in and around Washington State.

Since 2006, Veggie Grill has been redefining American comfort food with its 100 percent plant-based cuisine. The restaurant chain’s mission is to break the stereotype of bland vegetarian food by combining hearty, plant-based proteins with bold marinades and sauces in familiar menu items. Signature menu items include the “Santa Fe Crispy Chickin’” sandwich, “Sweetheart Fries,” and the “All Hail Kale” salad. All Veggie Grill locations offer a kid’s menu and a wine and beer selection.