Vegan Junk Food Bar

What Vegan Junk Food Bar does

Vegan Junk Food Bar (legal entity VJFB B.V.) is a Netherlands-based fast-casual restaurant chain that develops and serves 100% plant-based versions of comfort and junk food, including burgers, ribs, seafood alternatives, nachos, and desserts. Founded in 2017 and headquartered in Amsterdam, the company designs proprietary plant-based formulations using ingredients such as wheat and soy protein, pea starch, beetroot juice, tapioca starch, and yellow pea flour, with sub-branded product lines including Heppi Ribs (Heppi® trademarked), Zeafood, VJFB Mozacheeze, Better Balls, No Chik'n Bites, Fresh Sashimi, Shrimpz, Lekkerbeck, and Kalamariz. Restaurants feature an urban, graffiti-inspired aesthetic with curated in-house radio (Kollekt.fm) and target vegan consumers, urban lifestyle diners, and gluten-free guests.

The business model is direct-to-consumer restaurant retail, generating revenue through dine-in and takeaway food and beverage sales at owned locations, with supplementary income from branded merchandise (shop.veganjunkfoodbar.com) and gift cards (in-restaurant and online for Dutch locations only). Distribution is exclusively through owned-and-operated physical storefronts on a cashless basis, currently anchored in Amsterdam with planned or operating locations in Rotterdam and Eindhoven (Netherlands), Cologne (Germany), and Barcelona (Spain). Marketing relies on organic social channels (Instagram primary, plus TikTok and Facebook) and the #vegantakeover community hashtag. The company operates a loyalty rewards program (via partner Piggy) earning 1 point per euro spent, and is privately held under VJFB B.V. with no disclosed institutional investment, funding rounds, or parent company. Headcount is reported at 251–500 employees.

Name

Vegan Junk Food Bar

Legal name

VJFB B.V.

Website

https://veganjunkfoodbar.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Vegan Junk Food Bar (VJFB B.V.) is a Netherlands-headquartered fast-casual restaurant chain serving proprietary 100% plant-based versions of burgers, ribs, seafood alternatives, and desserts, with locations in Amsterdam and planned expansion to Rotterdam, Eindhoven, Cologne, and Barcelona.

Ownership category

akta.pro rank

Product category

Vegan fast-casual restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

Keywords

• Plant-based fast food
• Vegan restaurant chain
• Plant-based meat alternatives
• Vegan seafood substitutes
• Vegan comfort food

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Restaurant dine-in and takeaway sales: Food and beverage sales from physical restaurant locations including burgers, snacks, desserts, and cocktails for dine-in and takeaway
2. Merchandise sales: Branded merchandise items sold through online shop (shop.veganjunkfoodbar.com) including clothing and VJFB branded items
3. Gift cards: Gift cards available at all restaurant locations for purchase; online gift cards redeemable at Dutch locations only
4. Loyalty rewards program: Earn 1 VJFB reward point for every euro spent, redeemable for free VJFBites, drinks, merch, and birthday gifts

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Vegan Junk Food Bar operates a fast-casual restaurant chain serving a fully plant-based menu that recreates classic junk food — burgers, ribs, chicken-style bites, seafood substitutes (sashimi, calamari, shrimp, fish sticks), nachos and desserts — through proprietary in-house recipes using wheat and soy protein, pea starch, beetroot juice, tapioca starch, potato starch and yellow pea flour. Revenue is generated through dine-in and takeaway food sales at owned European locations in the Netherlands, Germany and Spain, supplemented by branded merchandise, gift cards and a Piggy-powered loyalty program.

Product overview

Vegan Junk Food Bar is a plant-based fast-casual restaurant chain operating across multiple European locations (Amsterdam, Barcelona, Cologne, Rotterdam, Eindhoven). The offering consists of a proprietary food menu featuring innovative vegan versions of junk food classics (burgers, ribs, seafood alternatives, nachos), supported by a loyalty rewards program and merchandise shop. The business operates on a cashless (card-only) basis with locations featuring street-art inspired interiors.

Differentiator

Problem solved

Functional benefit

Brands

• Heppi Ribs: Plant-based ribs made from yellow pea flour, water and seasoning - soy-free option
• Zeafood
• VJFB Mozacheeze
• Better Balls
• No Chik'n Bites
• Fresh Sashimi
• Shrimpz
• Lekkerbeck
• Kalamariz

Products and services

• VJFB Restaurant Dining & Takeaway 100% plant-based dine-in and takeaway restaurant service offering burgers, ribs, seafood alternatives (Zeafood), nachos, snacks, cheese, sauces and desserts across European locations, served in street-art-themed interiors with curated hip-hop and R&B music. Aimed at vegan, vegetarian, flexitarian and food-curious urban diners.
• Heppi Ribs (sub-brand) Proprietary soy-free plant-based ribs made from yellow pea flour, water and seasoning, served across VJFB restaurants as a key menu item. Positioned for diners seeking a soy-free alternative protein option within a vegan comfort-food menu.
• Zeafood (sub-brand) Proprietary plant-based seafood alternative made from tapioca starch and water, used as the base for Fresh Sashimi and other seafood dishes on the VJFB menu. Designed to mimic the texture of fish and other seafood for vegan diners.
• VJFB Mozacheeze (sub-brand) Proprietary plant-based mozzarella-style cheese made from refined coconut oil, potato and pea starch, and sea salt, used across VJFB menu items requiring a meltable vegan cheese component.
• VJFB Loyalty Program A free-to-join loyalty rewards program powered by Piggy, where members earn 1 VJFB reward point for every euro spent at VJFB restaurants, redeemable for free VJFBites, drinks, merchandise, birthday gifts and surprise rewards. Targeted at repeat customers across all European VJFB locations.
• VJFB Merchandise Shop Direct-to-consumer online store at shop.veganjunkfoodbar.com selling VJFB-branded merchandise including clothing and other branded items. Food products are not sold through this channel. Targeted at fans of the brand.
• VJFB Gift Cards Prepaid gift cards available for purchase at all VJFB restaurant locations and online; online gift cards are redeemable at Dutch VJFB locations only. Targeted at consumers buying gifts for VJFB diners.

Quantifiable outcome

• 100% vegan products

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered supporting.

• PiggysupportingTechnology or IntegrationLoyalty program platform provider powering the VJFB™ Loyalty rewards system. Members earn 1 point per euro spent and can redeem for free food, drinks, merch, and birthday gifts.
• Kollekt.fmsupportingTechnology or IntegrationRadio and music streaming platform integrated into the restaurant experience for curated music atmosphere.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Neat Burger: UK-based plant-based burger chain founded with Lewis Hamilton, offering vegan fast-food analogues in dine-in and takeaway formats. Direct peer to VJFB in concept, menu positioning (burgers, sides, indulgent plant-based comfort food), and target urban, lifestyle-driven consumer.
• By Chloe: US vegan fast-casual restaurant chain with a plant-based menu spanning burgers, salads, and comfort food. Direct peer to VJFB in 100% plant-based positioning, fast-casual service model, and appeal to urban, design-conscious diners.
• Veggie Grill: US plant-based fast-casual chain with a multi-location footprint serving burgers, sandwiches, and bowls. Comparable to VJFB in plant-based menu breadth, dine-in/takeaway model, and chain-style unit economics.
• Loving Hut: International vegan restaurant chain with locations across multiple continents. Comparable to VJFB in 100% vegan positioning, fast-casual service, and multi-country footprint targeting a similar values-driven consumer.
• The Vurger Co: UK plant-based food brand built around vegan burgers and comfort food, with both retail products and food-service presence. Comparable to VJFB in plant-based indulgence positioning and European plant-based consumer focus.
• Copper Branch: Canadian 100% plant-based restaurant chain serving burgers, bowls, and all-day vegan fare. Direct peer to VJFB in fully plant-based menu architecture, fast-casual format, and chain-rollout strategy.
• Plant Power Fast Food: US plant-based fast-food chain with a burger-and-comfort-food menu built entirely on vegan ingredients. Comparable to VJFB in vegan fast-food positioning, dine-in/takeaway service, and emphasis on replicating classic junk food in plant-based form.
• Flower Burger: Italian vegan burger chain with a colorful, design-led brand and a 100% plant-based menu featuring signature burgers and sides. Comparable to VJFB in vegan fast-casual positioning, distinctive visual branding, and European footprint.
• Veganz: German plant-based brand spanning retail products and food-service concepts, including vegan restaurants. Comparable to VJFB in plant-based product development, German market presence, and crossover between restaurant and packaged-food brand identity.

Broad incumbents

• Pret a Manger: Established European fast-casual chain with a substantial vegan/plant-based menu alongside non-vegan options. Comparable to VJFB in fast-casual service, European urban footprint, and growing plant-based menu investment, but as a broad incumbent rather than a vegan-only specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xinstagram.com/veganjunkfoodbar
• Facebookfacebook.com/veganjunkfoodbarnl-105753638225281
• Instagraminstagram.com/veganjunkfoodbar
• TikToktiktok.com/@veganjunkfoodbar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vegan Junk Food Bar