Plant-based restaurant chain Mr Charlie’s is set to shake up the US fast-food industry after announcing a major expansion with 18 new outlets in Arizona. But can the so-called “vegan McDonald’s” prove a success in the southwestern state that is better known for its love of Sonoran hot dogs and chimichangas than anything vegan? And could this be the next step in Mr Charlie’s quest to expand across the globe?
Before we get into all that, let’s take a closer look at Mr Charlie’s, a company whose ethics go beyond just plant-based food.
Where and When Did Mr Charlie’s Begin?
Founded in Los Angeles by Taylor McKinnon and Aaron Hoxton in 2022, Mr Charlie’s became a big hit for its tasty plant-based burgers and, in part, its branding – which is pretty similar to a certain established fast-food brand.
Their menu is fairly typical of many fast-food joints, with burgers, nuggets, fries and even a “Mr.Fluffhead” ice cream dessert. The big difference to most others, however, is that all the products are completely plant-based. They use burgers from Impossible Foods and “chicken” nuggets and patties from TiNDLE Foods, with their vegan cheese sourced from Stockeld Dreamery.
Frowny Meals
Their “sad face” logo seems to play well with customers too, with some interpreting it as a message of empathy, that it’s okay to be unhappy sometimes, which is backed up by co-founder Hoxton. Others suggest it’s just a satirical jibe at the many happy-clappy brands out there. Either way, it fits with their “Frowny Meals”, which are proving very popular. We wonder what they’re having a dig at there?!
As is the general company ethos: Mr Charlie’s hires people who have fallen on hard times, those who’ve been homeless or in prison. As they say on their website, “We don’t just hire staff—we provide second chances for people who have been overlooked by a broken system.”
The formula appears to be working as they opened a second restaurant in San Francisco, and then, in September 2023, they went even further afield to take Mr Charlie’s to Sydney, Australia, where they plan to employ indigenous communities, among others. And if the expansion into Arizona proves successful, we anticipate Mr Charlie’s will be rolled out further and faster in the years to come, using the kind of franchise model that has been so successful for more traditional fast-food companies.
Will Mr Charlie’s Come to the UK?
At the time of writing, there are no reported plans for Mr Charlie’s to expand into the UK fast-food market. But given they have already dipped their toes into the Australian market, it is surely only a matter of time before they come to Europe and the UK specifically.
What Other Vegan Fast Food Options Do We Have?
As we detail in our article on vegan fast food, most plant-based options are those offered by non-vegan fast-food restaurants rather than from specifically vegan-friendly brands. At least that’s the case when it comes to restaurant chains. That would cover things like Greggs’ popular vegan sausage roll, or the various vegan pizzas available at Papa John’s, Domino’s and others.
There are some vegan-friendly mini-chains, such as vegan pizza company Purezza, which has restaurants in London, Brighton and Manchester. There are also plenty of independent vegan fast-food joints dotted around the country, including Earthling Ed’s Unity Diner in Spitalfields, London. But this will vary from town to town, so it’s worth checking local listings.
Overall, we think there is definitely room for Mr Charlie’s to come over to the UK and take on the established fast-food brands here. Whether that happens anytime soon will likely depend on how the brand goes down in meat-loving Arizona. But if Mr Charlie’s does well there, it could do well anywhere.