comedian Kevin Hart announces that its plant-based fast food concept, Hart House, will open its first location in LA’s Westchester neighborhood on Thursday, August 25th.
“We want to be plant-based for the people”
Serving a menu of Burgers, Chick’n Sandwiches, Salads, Fries and Milkshakes, Hart House aims to “disrupt fast food” with healthier and more affordable plant-based options, says Hart.
Several Southern California locations are already in the works, and the brand is aiming for national expansion in the United States, with the eventual goal of competing with fast-food giants like McDonald’s and Burger King. reports Restaurant News of the Nation.
Hart House serves proprietary plant-based meats created by Mike Salem, Burger King’s former head of culinary innovation, who was commissioned by Hart House’s team to develop entirely new protein analogs.
“Our analogs are at such a potent level that I can give you one of our analogs with no other accessories — no brioche bun, no sauce — and I can compare that to the traditional animal protein and I dare you to tell the tale.” difference,” Salem said. “From there I can build dramatic flavor enhancements and ubiquity for the customer.”
Hart House’s menu also emphasizes health by leaving it out artificial colors, antibiotics, hormones, preservatives and high fructose corn syrup.
In addition to representing the face of the brand, Hart has also taken an active role in the development of the restaurant, from signing off the menu to helping with staff training, says Hart andyhooper, HCEO and founding partner of art House.
Better fast food
Ultimately, Hart House hopes to offer consumers a more accessible and affordable way to enjoy better versions of their favorite fast foods.
“We want to be plant-based for people; not for the people of Hollywood who can afford a $19 burger, but for all people — for Kansas City, for Compton, for Tallahassee, for Jacksonville, for Minneapolis,” Hooper said. “So you’ll see that our burgers and chic ‘n sandwiches are priced at $5, 6, 7, not $12, 13, 14.”