When envisioning an all-American fast-food drive-thru, a vegan cheeseburger might not be the first thing that comes to mind. However, Matt Plitch is on a mission to change that. Face Plant, an all-vegan drive-thru, is set to debut in a former McDonald's location in Portland in January 2025. Led by cookbook author and mayo influencer Molly Baz as the head of culinary development, it will serve familiar classics like cheeseburgers, fries, nuggets, and shakes.

From Idea to Reality

Face Plant has been in the making since 2021. Plitch's transition to a vegan lifestyle made him realize the limited options for quick, convenient, and affordable plant-based dinners. Working long days at a startup, he didn't have the time to sit in a vegan restaurant or the funds to dine out constantly. During his first month as a vegan, he lived on Burger King Impossible Whoppers, which didn't feel right. This realization led him to reach out to Baz.Baz, who isn't vegan herself, saw Plitch's proposal as an exciting challenge. She believed that plant-based foods had seen innovation but flavor had been overlooked. With the goal of creating something even a meat-eater like herself would choose, she started experimenting in her kitchen. After three years of development, she and Plitch landed on a proprietary spice blend for the burger and chicken-less nuggets, using Impossible Foods products as the base.The burgers at Face Plant resemble a McDonald's burger, with a patty that's between a smash and char-grilled style. The classic comes with ketchup, mustard, pickles, and cheese, while the deluxe option adds tomatoes and a vegan mayo-based burger sauce.

Unique Approach to Customer Service

Plitch chose the drive-thru model as he saw it as the best way to serve the McDonald's customer looking for a cheap and convenient meal. Instead of using an intercom, staff will come out to the cars and take orders In-N-Out style. This interaction between customers and staff is seen as essential.

Affordable Pricing

Fast food prices have been rising since 2019, with the cost of a Big Mac increasing from $3.99 to $7.99 in some regions. Face Plant aims to be accessible by keeping its prices within 50 cents to a dollar of its meat-based competitors. Burgers will cost between $5 and $7, and combos between $10 and $11.

Beyond Burgers: Reducing Carbon Emissions

Plitch sees opening a plant-based chain as a way to reduce carbon emissions and combat climate change. While there have been advancements in other sectors, there's still room for improvement in what and how people eat. By offering an alternative to traditional fast food chains, he hopes to make a significant impact.

Excitement and Hope

Both Baz and Plitch are excited for people to try their creations and see the potential impact. Baz believes that if she can create something delicious, it could lead to a massive change in meat consumption habits worldwide. Plitch, focused on starting to welcome customers, sees the flagship as the beginning of a potential chain that can expand beyond Portland.Face Plant will be located at 3110 N. Going Street, Portland, OR 97217 and is scheduled to open in January 2025. Sign up for our newsletter to stay updated on its progress.