Concept joins a growing crowd of classic fast-food operations — but hold the meat and dairy
The site where the beef-burger-Americana concept Johnny Rockets was born in Los Angeles will soon be a burger joint again — but this time a plant-based one designed to save the planet.
Costa Rican luxury eco-resort operator George Montagu Brown is launching the new fast-casual plant-based burger concept Nomoo on Melrose Avenue in West Hollywood, where Johnny Rockets first opened in 1986.
Nomoo’s short menu includes the fast-food classics of burgers and fries, but the burgers are based on the plant-based Impossible patty. A Nashville Hot ‘Chick’n’ is made from coconut-milk-soaked and fermented seitan, breaded twice and topped with a five-spice sauce, slaw and pickles.
The vegan buns are developed in collaboration with Rockenwagner Bakery, and fries are served with things like truffle ‘cheeze’ sauce or avocado-ranch. A Caesar salad uses miso in lieu of anchovies. And there are milkshakes, ice cream sandwiches and soft serve made with a house-blended cashew milk in seasonal flavors.
“We want guests to have it all at Nomoo — all the flavor and every choice — no compromises,” said Brown in a statement. “If you dreamed up all the best parts of your favorite burger joint but without the environmental consequences, that’s what Nomoo is — a plant-based dream made real.”
The 1,500-square-foot space has 13 counter seats and 40 seats on an outdoor patio. The restaurant will offer carryout and delivery when it opens this winter.
Brown joins a growing crowd of plant-based-burger concept operators. Among concepts opened recently include Amanda Cohen’s Lekka in New York and Spike Mendelsohn’s PLNT in the Washington, D.C. area.
Contact Lisa Jennings at [email protected]
Follow her on Twitter: @livetodineout
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