By: Laura Schewel on January 8th, 2014

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Veggie Grill

Case Studies

Company Overview

Veggie Grill, the entirely plant-based fast casual restaurant concept committed to revolutionizing the way people think about vegetarian food,  is growing fast.  

Helping a fast-growing restaurant understand true trade areas in new markets.

After huge success in its first restaurants in the Los Angeles area, the company is looking to expand to new markets throughout California and beyond.  A technology savvy company, Veggie Grill quickly saw value in StreetLight Data’s offering and was one of the first companies to come on board.  

The StreetLight Solution

“Customer behavior in the trade area is more relevant to the site selection decision than just the daytime population”, explains Mike Beck, Vice President of Development. “Static demographics and psychographics fall short in describing the daily ebb and flow of customer activity.  StreetLight provides us with a dynamic perspective of shopping centers, capturing trade area nuances that until now have taken hours and days of in-market shoe leather to understand.  The savings in time and risk mitigation are huge.”


Using StreetLight InSight™, Mike and his team are able to understand the true trade area for any new location.  The home and work footprint maps helps Veggie Grill differentiate centers that are close to visitors’ workplaces versus home neighborhoods, and therefore a likely lunchtime destination. The demographic breakdowns helps Veggie Grill understand whether its target customers actually are spending time at those centers.   Veggie Grill is incorporating StreetLight InSight metrics into its new store sales forecasting rationale in order to make informed decisions about new restaurant locations.