By Flavor & The Menu
May 19, 2021

Paul Griffin

The VegeFi Burger at BurgerFi was a plant-based hero before the term “plant-based” was part of our culture’s vernacular. It was recognized by The New Yorker as New York City’s “best veggie burger” when this fast-casual concept opened its first Manhattan location almost a decade ago. And its star power hasn’t dimmed over time, even with much more competition in the vegetarian burger space.

“We were doing plant-based before plant-based was cool,” says Paul Griffin, Chief Culinary Officer. “Each year, the product mix has grown with demand for vegetarian products.” Years of rich data from the success of its VegeFi Burger have helped shape menuing strategies at BurgerFi. “We wanted to create an opportunity for people who wouldn’t normally order a vegetarian product,” says Griffin. “So, we created the Conflicted Burger, which is the ultimate marriage of our two signature items—the VegeFi and our BurgerFi Cheeseburger. Years later, it’s a staple on our menu, a great flexitarian option for those who love both products and just can’t bring themselves to choose.”