American comedian and actor Kevin Hart has opened his first plant-based fast-food restaurant in Westchester County, Los Angeles.
Called Hart House, it currently has two locations under construction, several signed leases, and is believed to be on target to open up to 10 Hart Houses over the next year.
Though not fully vegetarian, Hart openly says he takes a flexible approach that works for him, with no red meat or dairy and he started looking at the plant-based style of eating as a way of living. He was also keen on price accessibility for those who can’t afford to dine out at many American vegetarian restaurants, restructuring his price point at the US$5-7 (NZ$8-10) range rather than US$14-19 (NZ$16-21).
“We wanted a price that doesn’t turn customers away,” says Hart. “It was extremely important to us from the beginning to make affordability a massive priority.”
Hart has recruited restaurateur Andy Hooper and chef Mike Salem with the goal of keeping the prices low and the menu appealing. Salem is the former head of Culinary Innovation at Burger King, and has developed all of the Hart House menu items, which are described as “straightforward.”
At Hart House, burgers are available, but so is a crispy chick’n sandwich with mayo and pickles, which can also be dipped in chile oil to spice things up. There are also crispy chick’n nuggets with dipping options like creamy ranch, barbecue, and buffalo sauces. Additionally, the menu offers salads, french fries, tots, iced teas and limeade, and a ‘ similar-to-the-real-thing item’ – a milk shake made from an oat-and-soy blend.
The second location is expected to open in Hollywood on the southwest corner of Highland Avenue and Sunset Boulevard in a former McDonald’s spot.
This central spot is scheduled to be Hart House’s flagship and drive-thru location, directly across from Hollywood High School, reports Eater LA.
Los Angeles has witnessed numerous plant-based fast food options over recent years with the growth of restaurants like Monty’s Good Burger, Plant Power Fast Food, Veggie Grill, and Mr. Charlie’s. Though Hart House is similar to Monty’s and Plant Power, the standout unique selling point is the price.
According to Eater, Hart draws a parallel between his venture to his acting and comedy career. “For me, it’s about getting the customers that aren’t necessarily your target or your demographic,” says Hart. “You’re trying to appeal to all. [Hart House] is plant-based, but it’s really good. How can we get everybody to say ‘I want Hart House today.’ That’s something I’ve been able to do in my career. I’ve been able to travel the globe and do my job at a very high level by appealing to everyone. So for Hart House, I want [it] to match the world of me and what I’ve done, and have that same global appeal as we grow and as we go.”
