Hart House aims to be a disruptor in the fast food world in ways both small and large.
One small touch is the Dyson hand dryers built into the faucets in the restrooms. A larger goal, according to chief executive officer Andy Hooper, is to completely reimagine the industry.
Somewhere in between is the plant-based menu.
Hart House is a startup chain founded by comedian Kevin Hart that serves vegan food. It opened its first restaurant in August and in 10 months has grown to four in Los Angeles County.
The newest location will have its grand opening on Wednesday, June 21, in a former Coffee Bean & Tea Leaf store on Figueroa Street.
After that, Andy Hooper wants to bring it to all of Southern California and beyond.
Hart House came about because the comedian wanted to share the benefits of a plant-based diet, Hooper said in a phone interview.
He met Hart about a year ago and discovered they shared a vision for the future of plant-based foods and what they could mean to the fast food industry.
“The two of us had very similar feelings about where the industry needed to head, both in what we serve and how we serve those who serve,” Hooper said in a phone interview.
Hart House serves the basics: burgers, chicken sandwiches, chicken tenders and shakes, all without animal protein.
Although the protein comes from proprietary recipes using peas and soy, Hart House doesn’t emphasize that its menu is vegan. It is hoping customers will enjoy the food for its taste.
“We call it can’t-believe-it flavor,” said Marcus Byrd, director of brand and marketing. “Good food at a sustainable price is a winner across the board.”
By comparison, Byrd said, “When you’re talking about the plant-based market, you can easily spend $25-$30 to get it done.”
Sustainable model
The vegan menu is just the beginning of Hooper’s vision for Hart House.
“I have always wanted the opportunity to really build what I saw as the future of the quick service space within…
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