Grown launched in Australia in 2016 as a 100% plant-based fast-food chain. The concept was ahead of its time: burgers, wraps, and bowls made entirely from plants, served in a format familiar to fast-food customers. Early locations performed well and attracted significant media attention.
Company Data
- Founded: 2016 — Australia
- Failed: 2020
The company expanded too quickly, opening multiple locations across Australian cities before the brand had sufficient recognition or the unit economics of each store were proven. Plant-based eating was still niche in Australia. When COVID-19 hit, the thin margins and high fixed costs of physical restaurants proved fatal. All locations closed.
Key Lesson
Physical retail expansion should follow demand, not precede it. Prove that one location works before opening five. Trendy concepts don't guarantee sustainable businesses.