Pure Grit BBQ aims to take a bite out of the $17+ billion vegan fast food market and is opening its first location in the Big Apple in May 2022


NEW YORK–(BUSINESS WIRE)–Pure Grit Hospitality Group, owner of Pure Grit BBQ, The fast-casual vegan brand, which has been selling its BBQ essentials since 2020, announced today that it has received an angel investment from Robert Devine. Founder and CEO of Pure Grit Kerry Fitzmaurice continues to be instrumental in the company and will continue to lead it through the next phase of growth.

Pure Grit BBQ was born in Austin, TX from the simple idea that everyone deserves delicious BBQ. Lifelong vegetarian and veteran marketer Kerry Fitzmaurice couldn’t find vegan options at local grill joints and had an aha moment when she realized others must be thinking the same way. She has teamed up with colleague Jenny Mauric to develop an integrative plant-based BBQ concept. They spent the first year of development refining the brand, working with pit masters and vegan chefs to bring the best of both worlds to plant-based BBQ. By testing recipes and sauces, side dishes and smoked entrees, from tastings to pop-ups, they perfected their menu.

In the summer of 2021, they welcomed a trained vegetarian chef and Hell’s Kitchen nominee and top ten finalist Chef Emily Hersh to the team. Emily previously worked at famed NYC vegetarian restaurant Dirt Candy and will be returning to NYC from her hometown of San Antonio to oversee the first location.

“Covid delayed our plans to open our first location by two years, but our dream has always been to open a fast-casual restaurant and welcome everyone to enjoy our delicious BBQ,” said Kerry Fitzmaurice. “Through our successful NYC pop-ups, we know there is a community of people who are passionate about BBQ and plant-based eating. People who love the flavor, camaraderie and convenience of grilling but haven’t been able to attend before.”

The menu is packed with BBQ staples like coleslaw, baked beans, potato salad, and mac+cheese—all vegan. Smoked entrees include the signature Impossible Meatloaf, jackfruit ribs, pulled portobello mushrooms and house-made sausage. Smoked vegetable side dishes and salads complete the menu. All BBQ plates include their signature cornbread waffle, which is also available as a side, the perfect sandwich, or even dessert. The delicious gluten-free menu appeals to both vegans and omnivores, but above all to all barbecue lovers.

“I invested in Pure Grit because I believe in the team and their mission. It’s inspiring to see a fresh new option in today’s assembly line approach to fast food that is making such a positive impact on culture, health and the environment,” said Robert Devine. Devine was an early investor in cannabis and was recently sold Spark1the company he founded in 2014.

Pure Grit BBQ will continue to sell their popular products The BBQ sauce and The hot stuff along with the friction directly to consumers across the country on their website, at their first NYC location and in specialty stores across the country. Their products have been featured in The New York Times and Harper’s Bazaar, as well as GOOP and The Beet.

Pure Grit Hospitality Group will use the cash injection not only to open its flagship NYC location, but also to operationalize its approach to scale and rapid growth, as well as streamline and expand its consumer packaged goods (CPG) offering . Sustainability is and will remain a core principle.

Pure Grit BBQ is 100% plant based and gluten free, BBQ For All.


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