Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
r e T a i l i n g T o d a y that typically range from about $7.95 to $9.95 to help entice the broadened audience it wants. Perhaps one bit of evidence that may be happening is that Dollarhyde says he spotted a tattooed 20-something chatting up an 80-something in one of the restaurants not long ago. A beer and wine list is part of the chain's bold outreach program too. This may be a fortuitous time for Veggie Grill to pursue its ambitions. Some 44 percent of fast-casual operators saw profitability rise between 2011 and 2012, according to the National Restaurant Association. And roughly 70 percent of the respondents the association surveyed last year said they are trying to eat healthier at restaurants than they were two years ago. The chain is betting that its expansion plans in dense population centers along the West Coast, some of which are ground zero for the health-and-wellness movement, will pay off nicely. The San Francisco Bay Area, Orange County, Los Angeles, San Diego, Seattle and Portland, Wash., are all on the list. Las Vegas and Phoenix could follow at some point, and Dollarhyde says the company aims to double the number of Veggie Grill outlets every 12 to 18 months. A $20 million cash infusion, a substantial part of it from Los Angeles equity firm Brentwood Associates, earlier this year certainly makes these growth goals seem more attainable. The company is eyeing lifestyle centers where it can find end caps measuring about 3,000 square feet, with adjacent outdoor space for a patio. The interiors are brightly lit and use vibrant reds, yellows, oranges and greens. Veggie Grill tries to accommodate customers looking for quick carryout along with those who like getting food delivered to the table — at carryout prices. "Diners can trade up for dinner and avoid the big tips at higher priced sit-down places," said Dollarhyde. Though Veggie Grill is confident about the quality of the food it serves, Dollarhyde concedes that the concept is new enough that getting people to break down and actually taste it can be a hurdle. This is why vegan competitors like Native Foods Café or Real Food Daily do not bother him; to his mind, they all are contributors together to the advancement of a greater awareness and acceptance of healthy dining. "We're all just getting started in this world of eating plant-based food and educating the public about it," he said. One of the ways Veggie Grill is doing its part is by offering downloadable educational guides on its website. Some of the guides detail the nutritional benefits of the various menu items. One of them even instructs the reader on how to pronounce "quinoa" correctly. SCT Schedule an appointment at Las Vegas RECon with Ed Kernisky (ekernisky@unionreal.com) or Joe Hodson (jbhodson@unionreal.com). 110 SCT / M a y 2 0 1 3