The Veggie

What The Veggie does

The Veggie, operating as The Veggie LLC, is a privately held, single-location vegan restaurant headquartered at 7504 US-72 W, Suite A5, Madison, Alabama. Founded by Chef Adyre Mason following her 2014-2015 transition to a plant-based diet, the business originated as a home-kitchen meal prep and pop-up operation in the Huntsville area before opening its first brick-and-mortar space at Lowe Mill Arts in 2021 and relocating to its current Madison flagship in early 2023. The company employs 1-10 staff and serves both vegan consumers seeking safe, dedicated plant-based preparation and health-conscious flexitarians in the broader Huntsville/Madison metro. Its core product is a 100% plant-based menu spanning handhelds, baskets, bowls, salads, wraps, and kids' meals, with prices ranging from $2.75 to $18.95 per item, plus tiered catering trays from $45 (Solo) to $235 (Dinner for Six).

The underlying food technology is craft-based rather than proprietary: the kitchen uses third-party plant-based protein inputs including Impossible Meat, Beyond Meat, a gluten-free soy-based protein for BBQ-style applications, and konjac-root/vegetable-protein vegan shrimp. Cheese alternatives are coconut oil and vegetable starch based, and oat milk is used across all dishes including battered and fried items. Distribution runs through four channels: dine-in and takeout at the flagship, online ordering via Toast Tab for pickup and delivery, catering for corporate and private events (including a 2023 Vegan Lunch Box program), and gift cards processed through Square. The company also generates brand value through high-visibility earned media, notably Chef Mason's 2022 appearance on Food Network's Beat Bobby Flay, the first-ever vegan episode, and a series of regional chamber and mayoral awards.

Commercially, The Veggie is essentially bootstrapped: it raised approximately $100,005 in an early-2023 round with undisclosed investors and otherwise appears self-funded from operations. Its go-to-market is direct-to-consumer via the physical storefront, supplemented by direct outreach for catering and organic social and email channels. There is no franchise system in place today, although the company has publicly indicated it is seeking to expand and welcomes inquiries via its business email.

Name

The Veggie

Legal name

The Veggie LLC

Website

https://eattheveggie.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Veggie is a privately held, single-location 100% vegan restaurant in Madison, Alabama, serving plant-based dine-in, online, and catering customers in the Huntsville metro with a menu featuring Impossible Meat, Beyond Meat, and proprietary vegan recipes developed by founder Chef Adyre Mason.

Ownership category

akta.pro rank

Product category

Vegan Restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

akta.pro secondary industry

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

Keywords

• Vegan restaurant
• Plant-based cuisine
• Vegan catering services
• Dairy-free menu
• Gluten-free options

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in and Takeout: Revenue from customers ordering food directly at the restaurant location or for takeout. Menu includes handhelds, baskets, bowls, salads, wraps, kids meals, and grab items with price points ranging from $2.75 to $18.95.
2. Catering Services: Catering for special events, corporate events, holiday catering, and celebrity services. Includes pre-order trays and custom menu options for various group sizes.
3. Online Ordering: Online ordering through Toast Tab platform for pickup and delivery, generating transaction revenue.
4. Gift Cards: Digital and physical gift cards sold in-store and online through Square.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Veggie operates a 100% vegan, plant-based restaurant in Madison, Alabama, serving a scratch-made menu of handhelds (burgers, sandwiches, po'boys), baskets, bowls, salads, wraps, kids meals, and grab items, with gluten-free options. Beyond dine-in and takeout, the business provides off-site catering for corporate events, weddings, private parties, and holiday meals, plus an online ordering channel for pickup and delivery and a pre-packaged vegan lunch box program for offices.

Product overview

The Veggie is a vegan restaurant operated by Chef Adyre Mason, offering a unified dining and catering experience. The core offering is the brick-and-mortar restaurant serving a 100% plant-based menu of handhelds (burgers, sandwiches), baskets and bowls, salads, wraps, and specialty items. Adjacent offerings include catering services for events and corporate functions, online ordering through third-party platforms, and gift card products. The restaurant's menu features plant-based meat substitutes including Impossible Meat and Beyond Meat, with accommodations for various dietary restrictions including gluten-free options.

Differentiator

Problem solved

Functional benefit

Products and services

• The Veggie Restaurant Full-service 100% vegan restaurant in Madison, Alabama serving a scratch-made plant-based menu of burgers, sandwiches, po'boys, baskets, bowls, salads, wraps, kids meals, and grab items for dine-in and takeout. Targeted at vegan consumers seeking safe preparation and at non-vegan diners seeking healthy, dairy-free, and gluten-free options.
• Catering Services

Quantifiable outcome

• First vegan business to win Culinary Business of the Year by Huntsville-Madison Chamber of Commerce
• +1 more outcomes

Named customers2 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• CAVA: CAVA is a fast-growing Mediterranean bowl and salad chain. Its build-your-own bowl model competes with The Veggie for the same healthy-lunch customer, even though CAVA is not vegan-focused.
• Sweetgreen: Sweetgreen is the largest U.S. salad and bowl-focused fast-casual chain. While not vegan-only, its bowl/salad concept and health-conscious positioning broadly compete with The Veggie for the same flexitarian lunch customer.

Direct peers

• Loving Hut: Loving Hut is an international vegan fast-food franchise serving burgers, bowls, and wraps in a 100% plant-based format. Comparable to The Veggie in product mix and vegan-first positioning.
• Next Level Burger: Next Level Burger is a 100% plant-based burger chain with a strong focus on vegan burgers and bowls. It is directly comparable in format, target customer, and reliance on plant-based meat substitutes.
• PLNT Burger: PLNT Burger is a plant-based fast-casual concept focused on burgers and bowls using Beyond Meat and similar substitutes. Direct overlap with The Veggie's handheld and bowl categories.
• Veggie Grill: Veggie Grill is the largest U.S. plant-based fast-casual chain, offering a 100% vegan menu of burgers, bowls, and sandwiches. It is the most direct comparable to The Veggie's concept of a fully plant-based fast-casual restaurant.
• By Chloe: By Chloe is a plant-based fast-casual brand known for vegan burgers, bowls, and salads. Its menu structure (handhelds, bowls, salads) and DTC restaurant model directly mirror The Veggie's positioning.
• Native Foods Cafe: Native Foods is a 100% plant-based fast-casual chain with bowls, burgers, and wraps similar to The Veggie's menu. Both brands target flexitarian and vegan diners with chef-driven, scratch-made menus.

Emerging players

• Flower Child: Flower Child is a health-focused fast-casual chain offering bowls, salads, and wraps with a strong plant-based menu. Comparable to The Veggie's bowl/salad-heavy portion of the menu and health-conscious customer base.

Regional players

• Real Food Daily: Real Food Daily is a long-running plant-based restaurant and catering operation in Los Angeles. Comparable to The Veggie in its 100% vegan menu and catering services, but operates in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/theveggiehsv
• Facebookfacebook.com/eattheveggie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 The Veggie