Consumers have become more conscious about health and sustainability, and they are looking for those options when they eat out. Classic restaurant chains have tried to meet this demand by adding green options to their menu, an admirable step that has sometimes found success. Other brands have based their entire concept on green food and growing demand has caused those early trailblazers to skyrocket in popularity. One of the most recognizable chains is Sweetgreen, a salad and bowl-based concept out of Washington D.C. They have positioned themselves as the heart healthy version of fast food and consumers can’t get enough. Despite Sweetgreen’s current dominance, there is plenty of room for others in this growing sub-market. One such competitor is Hart House, a restaurant that has turned the green concept on its head by ditching salads for burgers and fries. Another thing going for Hart House is that it is a passion project of a famous comedian and actor. Will star power be enough to match the ultimate green concept?

Sweetgreen was founded by Jonathan Neman, Nathaniel Ru, and Nicolas Jammet just two months after the trio graduated college. Like most college students, the three friends were reliant on fast food as a quick and cheap meal option, yet the unhealthiness of their food did not sit well with them. They realized that the problem was a lack of quick healthy options, and they began their entrepreneurial dream. Sweetgreen is all about heart healthy options without sacrificing creativity and flavor. Their menu centers around salad or rice-based bowls and plates that are combined with various proteins and other greens. They offer customers the ability to customize each menu item and even have a kids menu. The company isn’t about to replace McDonald’s, yet they are the closest you will get when it comes to having a menu dedicated to heart healthy options. The company’s other main directive is sustainability and efforts to fight climate change. It has already committed to becoming carbon neutral by the end of 2027. They are also dedicated to sustainable and humane farming and the company regularly provides public updates on the sourcing of their chicken and fish proteins. Sweetgreen’s forward looking agenda has resonated with consumers who are looking to improve their own health as well as that of the planet.

Plant-based fast food has been around for a while, yet its widespread appeal is relatively new. This has left room for new growth in the industry and one of those new companies is Hart House, founded by comedian Kevin Hart. He has been enjoying the benefits of a plant-based diet for years and he is attempting to bring the same bold flavors he has discovered to others. Hart House is a plant-based option, yet it eschews the bowls and salads of competitors for burgers and fries that are reminiscent of classic quick food fare. The company’s menu doesn’t offer the same variety or customization as competitors, yet the items they do have like chicken nuggets and shakes will look more familiar to diners. Hart House’s strength is that the restaurant feels like an upscaled traditional fast-food location. Moving to more plant-based options can be daunting for consumers and Hart House removes some of these barriers by offering plant-based food in a burger form. The company is committed to using fresh ingredients that exclude hormones, artificial colors, preservatives, and trans fats. Their heart-healthy options are also sustainably sourced, and the company is focused on constantly lowering carbon emissions.

For consumers looking to jump into the plant-based diet, there are more options than ever, and these different companies can meet a plethora of consumer needs. There is room for goliaths like Sweetgreen and newcomers like Hart House to grow and expand. Plant-based fast-food is a rapidly growing part of the industry and we expect new companies to enter the fray every year.