How Slutty Vegan is growing during the pandemic

“We are about to branch out outside of Atlanta and have Slutty Vegans everywhere,” she said. Alabama is on deck. Beyond that, the company didn’t specifying where they’ll be, but Cole noted that she’s targeting dense locations with few vegan options. The company plans to finance the expansion with its own capital and grants from municipalities. It’s also open to possible relationships with investors, said Jason Crain, the company’s chief revenue officer. “Right now we’re not planning on going out to raise any additional capital,” he said, noting that fundraising is “up for consideration.”

Taking a local hit to new cities is always a challenge. For one thing, there’s the chance that food that resonates in one region won’t take off with consumers in another. For another, there’s the new expenses, like real estate and hiring staff.

Cole has opened two restaurants during the pandemic so far, bringing her current number of brick-and-mortar locations to three, plus two food trucks. (One of the restaurant locations has temporarily shuttered because of damage to a nearby building.) This month, Cole also closed a $1.4 million deal for a new headquarters for the chain in Atlanta’s Edgewood district.

But the company believes it’s the right time to expand, according to Crain. Slutty Vegan’s revenue has increased by over 100% this year, he said. And they want to build on that momentum before someone else does.

“We want to make sure that we’re not making it easier for our competitors and others to enter this space,” he said. “It really boils down to striking while the iron is hot.”

Cole is confident she can make it work. The crisis could have ended Slutty Vegan. But the brand is thriving, she said.

“I have done the most business that I’ve ever done,” she said.

An opportune moment

When Cole started Slutty Vegan, mainstream fast food restaurants weren’t serving plant-based meals.

“I know, because I would have been eating them,” said Cole, who has been vegan for seven years.

But, she noted, when she opened Slutty Vegan, it was “the opportune time.” In 2018, interest in plant-based alternatives to animal products was increasing thanks in part to a significant shift in the kinds of alternatives on offer. The following year, major fast food chains started adding plant-based meals to their menus.

And serving only vegan food helped her avoid some of the supply chain pitfalls other restaurants faced during the pandemic.

Another thing that helped boost sales during the pandemic: Slutty Vegan’s status as a business owned by a Black woman.

Around the time that Black Lives Matter protests spread across the country this spring and summer, Cole clocked a jump in sales.

“We noticed that we just got an influx of people wanting to support small, black-owned, women-owned businesses,” she said.

Another crucial growth engine: Buzz around the brand. The party atmosphere at Slutty Vegan restaurants is a key part of its strategy. If people are excited about visiting the store, they’ll be willing to shell out for meals that can cost up to $19 each.

“It’s like going to Disney world or going to a concert,” Crain said. “We bring the talent to you, the talent is entertaining, they’re going to engage you, you’re going to eat well, and you’re going to feel fulfilled after you leave our establishments.”

Celebrity interest in Slutty Vegan has remained strong.

If you scroll through the brand’s Instagram account, which has over 400,000 followers, you’ll see videos of celebrities lauding the brand or waiting in line.

One post shows rapper Offset making burgers in Slutty Vegan’s food truck, and another features former pro basketball player Dikembe Mutombo standing in front of it. One video shows rapper and activist Common talk up Slutty Vegan as he encourages listeners to vote.

Sustaining growth will be crucial as Slutty vegan expands. That type of excitement could help. Cole has also set up pop ups in other cities to spread the word and get people interested.

“We made it cool, which is the most beautiful thing of it all,” said Cole. “We’ve been able to infuse veganism and the food into the culture.”