HipCityVeg to open three locations in NYC
By February, the Latina, women-owned restaurant will open eight new locations, including the Union Square flagship restaurant (28 E. 12th St.).
HipCityVeg also has plans for two delivery-only locations in Brooklyn and Queens. Locations are in the works and expected opening dates are fall 2021.
“We see this as the ideal time to grow our brand, and have a bold vision,” says founder/CEO Nicole Marquis. “People are realizing they can get the foods they crave, and enjoy them in a way that has a much, much lower impact on the planet, while aligning with their compassionate values.”
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The expansion strategy taps into the growing trend of ghost kitchens offering delivery only. The trend picked up during COVID as people opted for delivery versus dine-in.
HipCityVeg’s version of these –“Go Kitchens” — allows the company to grow and serve more customers quicker, according to Marquis.
“This novel approach responds to the unique moment we are in, with more consumers wanting to enjoy their favorite foods at home,” she says.
The company has been responsive in terms of investing in their team, too.
In 2021, they raised the starting minimum wage for hourly staff across all their markets to $15 an hour (Philly’s minimum wage is $7.25/hour). In addition, they enhanced benefits. Employees receive paid time off, free employee meals, and health and dental benefits.
“We need the most talented and committed people to help us reach our ambitious goals of getting affordable plant-based food to millions of people,” says Marquis. ” … we want employees to know that we offer careers, not just jobs, in an industry and for a company that is on the cutting edge.”
HipCityVeg’s menu features vegan versions of classic American eats. They’ve got burgers, fries, nuggets, shakes and more. Currently, the chain has five locations across Philadelphia, as well as two in Washington, DC.