Face Plant is a plant-based quick serve restaurant (QSR) concept going after the mass market with a proprietary menu, state-of-the-art technology and a level of service unheard of in QSR. They aspire to earn the right to to take on McDonald’s head to head, at cost parity, with a better product, more aligned brand, 10x better experience, and a tech platform built for scale from day zero.

Face Plant provides an opportunity to reach more people with great food and service and to change the environment. Meat production is responsible for 57% of the food and ag’s emissions, and outside of the home, fast food accounts for over half of that meat intake. That exposure is climbing: younger generations eat 20% more fast food, feeding a $787bn global QSR market that emits 1.2GT CO2e a year - on top of its land, water, and health costs. It’s a critical, high-leverage point for change.

Launched by Matt Plitch and Molly Baz, Face Plant is seeking to provide a superior plant-based alternative with ambitions for huge scale. Matt is a 21st-century Harry Snyder or Todd Graves; Molly is a best-selling author and chef. Backing them is Head of Product Will Young, formerly Head of Product at Zappos. This is a team with the DNA to deliver on insanely great products and service without compromise.

Face Plant is not another fast-casual vegan or vegetarian restaurant selling $20 burgers. It wants to make plant-based fast food appealing, healthy, and accessible to middle-America and beyond with a product, price point and experience that can scale to thousands of restaurants worldwide.