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Fast-casual restaurant chain HipCityVeg opens first New York City location

The debut marks the beginning of the brand’s quest to double in size over the next few months

Holly Petre, Assistant Digital Editor

October 29, 2021

2 Min Read
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Philadelphia-based fast-casual restaurant HipCityVeg opened its first New York City location this week. This is the first step in the company’s goal to more than double its unit count, going from 7 to 15, by February 2022.

“We see this as the ideal time to grow our brand and have a bold vision,” HipCityVeg CEO Nicole Marquis said in a release. “People are realizing they can get the foods they crave and enjoy them in a way that has a much, much lower impact on the planet, while aligning with their compassionate values.”

The plant-based chain now has eight units. There are plans to open three more stores in the Philadelphia area, two in Washington D.C. and two more in the New York boroughs.

The two upcoming NYC units will be delivery-only “Go Kitchens,” which were created during the pandemic to accommodate the on-the-go consumer.

“This novel approach responds to the unique moment we are in, with more consumers wanting to enjoy their favorite foods at home,” said Marquis. “Yet, we don’t want to lose the in-person experience that makes restaurants destinations and community gathering places, so we are taking a hybrid approach to growth.”

Those units will be in Brooklyn and Queens; the unit that just opened is in Manhattan.

“No matter where people enjoy plant-based foods, whether it’s at HipCityVeg, or wherever is most convenient for them, it’s so important for all our futures to have more affordable, convenient and delicious ways to do so. Plant-based is the future, and now is the moment,” Marquis said in the release.

In July, the brand announced it would pay all workers $15 an hour at its stores in Philadelphia, where minimum wage is currently $7.25. The minimum wage in Washington D.C. is $15 an hour and New York City is $20 an hour.

About the Author

Holly Petre

Assistant Digital Editor

Holly Petre is a digital editor for Nation’s Restaurant News as well as the host of NRN’s podcast, Extra Serving, and producer for Informa Restaurant and Food Group’s other three podcasts, One On One by Food Management, Off the Shelf with SN and In the Kitchen with Bret Thorn. Holly holds a Bachelor of Fine Arts with a concentration in Sculpture, fibers and Material Studies and Ceramics from the School of the Art Institute of Chicago. A native New Yorker, Holly enjoys her place on staff as the resident pop-culture expert and millennial with a sassy attitude and great sense of style.

Holly Petre’s work on Nation’s Restaurant News and Restaurant Hospitality often covers marketing and trends, either aimed-at or examined-through the millennial mindset. Holly is responsible for introducing TikTok and Twitch to NRN and RH readers as well as explaining terms like “Karen” to staff and readers alike. She also spends her time on staff trying not to make every headline a pun.

Holly Petre hasn’t spoken at any events or on panels, but she is readily available with a killer shoe wardrobe and several witty quips.

 

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