Next Level Burger Rebrands, Rolls Out Veggie Grill Favorites and More Plant-Based Menu Items

“Giving up nothing and getting just about everything” — that’s how co-founder Matt de Gruyter sums up the Next Level Veggie Grill experience. Formerly known as Next Level Burger, the Oregon-born chain acquired Veggie Grill last year and effectively became the continent’s largest plant-based restaurant company with 24 locations nationwide.

One is located in the University of Denver neighborhood; when it debuted as Next Level Burger in 2022, the extensive menu was a standout feature. Indulgent burgers, classic sides and handspun milkshakes earned it a place among the city’s best vegan eateries. Now, the selection spans nearly a hundred options with new offerings and beloved classics.

“Neither menu lost any of its favorites,” affirms de Gruyter. However, given that California-based Veggie Grill never operated in Colorado, not all diners will recognize its delicious signatures. These include truffle mac and cheese, tempura cauliflower dipped in spicy Buffalo sauce and a meaty steakhouse burger stacked with caramelized onions, horseradish aioli and vegan blue cheese. Carrot cake is a must for dessert.
Meanwhile, around thirty dishes are entirely new to fans of either brand. Of them, de Gruyter recommends the Beyond Steak filet topped with zesty chimichurri and served with sides of brown rice and herb-roasted potatoes. Other protein plates feature citrus-marinated chik’n, pan-seared “salmon” made from soy, and crispy blocks of seasoned tofu.

Grain bowls made with ingredients like tempeh and vegan sunny-side up eggs (complete with a realistic runny yolk) are also fresh additions, as are select salads, superfood smoothies, sandwiches and more, including a number of Mexican-inspired plates.

Since launching in 2014, appealing to the masses and expanding markets have been a high priority for de Gruyter as well as his wife and business partner, Cierra. The duo met while attending Metropolitan State University of Denver and first delved into plant-based eating for personal health. But after realizing the current food system’s impact on wellness and the environment, they were inspired to create an accessible, more sustainable alternative for other diners.
“We wanted to build a thousand-unit brand — one that could drive global impact and global change,” affirms de Gruyter, who hopes to take the company public in the future. That goal largely drove the decision to merge Next Level Burger and Veggie Grill into a singular entity. The Denver location is the first to transition.

“We're not trying to be another fast-casual concept. We're talking about elevated casual — something that isn't about fast food done a little bit better, but about good food that you don't have to break the bank to enjoy,” he says. Made with organic produce and non-GMO ingredients, entrees range between $9.95 and $27.95.

To celebrate the reimagined “all-American vegan” menu, Next Level Veggie Grill will host a grand opening celebration tomorrow, August 16, from 11 a.m. to 2 p.m. The first hundred guests will receive a promotional ticket granting free and discounted items; expect other giveaways including gift cards and swag, plus free samples, lawn games, a photobooth and more family fun.

Next Level Veggie Grill is located at 1605 East Evans Avenu; learn more at nextlevelvg.com.