The sudden closure of Kevin Hart’s vegan fast-food chain, Hart House, has sparked significant discussion among industry experts regarding the viability of vegan food businesses. Launched in 2022 in partnership with Andy Hooper, the former president of &pizza, Hart House aimed to establish 100 locations within five years, featuring a menu that showcased plant-based burgers and chicken sandwiches.
Despite an enthusiastic reception, including a glowing review from prominent TikTok food reviewer Keith Lee, Hart House struggled to maintain momentum. Initially celebrated for its affordability—menu items priced under $8 and combo meals under $15—the chain’s rapid expansion plans now seem overly ambitious.
Analysts attribute the closures to a combination of rising operational costs and a saturated market. The recent increase in California’s minimum wage, which rose from $15.50 to $20, compounded the challenges for Hart House, already noted for offering competitive pay and benefits. Bassem Mostafa, a lead market analyst, remarked that while Hart’s celebrity status initially attracted attention, it failed to convert into long-term customer loyalty or sufficient foot traffic.
Hart House’s demise mirrors a broader trend in the vegan restaurant landscape, where many establishments are facing similar fates. The Food Institute has reported a notable wave of closures, including 40% of Veggie Grill’s locations and several others across the country. This has raised questions about consumer demand and the market’s overall sustainability.
Interestingly, Hart House opted to create its own proprietary patties rather than using popular alternatives like Beyond or Impossible. While some patrons praised the unique offerings, others criticized the taste, further complicating the brand’s positioning in a crowded market.
From a different perspective, the rise and fall of Hart House also reflect the complexities of celebrity-backed ventures in the food industry. While star power can generate initial buzz, it does not guarantee lasting success. The experience of Hart House underscores the necessity for these businesses to connect authentically with consumers beyond their founder’s fame. Many celebrity brands struggle to resonate with a discerning public that values quality and consistency over celebrity endorsements.
Moreover, there’s a potential disconnect between the vegan movement’s core values and the commercialization seen in chains like Hart House. Some consumers may view such ventures as “selling out” rather than genuinely promoting plant-based diets, leading to skepticism about their commitment to sustainability and health.
In a recent podcast, Hart addressed his approach to public perception, stating he doesn’t let reviews—positive or negative—affect his creative process. His focus lies in executing ideas and celebrating completion, indicating a level of detachment from the immediate success of his ventures.
As for the future of Hart House, a farewell message on social media suggests that there may be a “next chapter” in store, leaving many curious about what might come next for the brand and its founders.
Ultimately, the challenges faced by Hart House serve as a cautionary tale for other vegan ventures, emphasizing the importance of a solid business model, customer loyalty, and the need for innovative approaches in an ever-evolving food industry. The experience highlights a crucial lesson: authenticity and consumer connection are paramount, especially in a market that increasingly values transparency and purpose.