Pure Grit BBQ
The short of it
In 2020, my business partner and I were delighted to find that the words vegan and BBQ were being used in the same sentence. A concept so weird, we wanted in. A well-timed hangup with a lease (in March 2020, to be exact) turned Pure Grit BBQ in a line of sauces, rubs and smokers built for grilling at home. When the city returned, Pure Grit did as well - pivoting a consumer packaged goods brand with simple at-home recipes into to a brick-and-mortar concept in midtown Manhattan and Barclays Center. New locations loading...
Date
2020 - Present
Areas
Brand Building Creative Direction Product
The long(er) of it...
We are/were brand people who know/knew how to fundraise. We set up shop agency style. Product meetings, moodboards, consumer insights and brand concepts for our pitch. We put together a crew of like minded folks and got to work. Owning recipe development, digital everything and hacking New York City ghost kitchens and delivery systems to work for us. It turns out while vegan and BBQ were being used in the same sentence, vegan curiosity was reaching a fever pitch. Well timed partnerships with Daring Chicken and Impossible Foods put our brand on the map for places with a lot to celebrate. Read more about us in The New York Times, the holy grail VegNews, Forbes, Harpers Bazaar and more. We will always take a your call if you have ideas or money. Dine with us when you find yourself at the center of the world (Lexington and 23rd Street).
Illustration: Amanda Greiner Photos: Heather Willensky Hand-painted typography by the incredible sign painter, Kenji Nakayama
