Transforming Fast Food: Molly Baz’s Vegan Revolution at Portland’s Drive-Thru
When you think of a classic American fast-food drive-thru, a vegan cheeseburger might not be the first image that pops into your mind. However, entrepreneur Matt Plitch is determined to change that perception with his innovative venture, Face Plant. Set to debut in January 2025 at a former McDonald’s site in Portland, Oregon, this all-vegan drive-thru aims to provide familiar fast-food favorites—think cheeseburgers, fries, nuggets, and shakes—crafted by the culinary talents of Molly Baz, a renowned cookbook author and mayo influencer.
The Vision Behind Face Plant
The concept for Face Plant was born in 2021, when Plitch transitioned to a vegan lifestyle and quickly discovered the limited options available for quick, affordable, and satisfying plant-based meals. Juggling a demanding job at a startup, he found himself relying heavily on items like the Burger King Impossible Whopper, which left him feeling disconnected from the values he wanted his food choices to reflect. “I’ll never forget going through the drive-thru and ordering my number six, no dairy, and feeling a bit like being nourished by a company that didn’t really resonate with me in terms of what [I’m] all about,” he reflects.
Recognizing a gap in the market for delicious vegan fast food, Plitch reached out to Baz, who he knew through her husband, Ben Willett. Although Baz herself is not vegan, she welcomed the challenge of reimagining plant-based burgers. “I had never been someone who had taken pleasure in eating a plant-based burger before,” she admits. “I feel like there has been just so much innovation in plant-based foods, but somewhere along the way, flavor got a little overlooked and lost.”
The Culinary Adventure
With a commitment to flavor and quality, Baz dove deep into her culinary experimentation, using Impossible Foods as the foundation for her creations. Over three years, she developed a proprietary spice blend designed to evoke the mouth-watering sensations associated with traditional beef burgers. “The intention of the blend is to create a mouth-watering kind of sensation of juiciness, smokiness, brightness, and fattiness,” she explains. The resulting menu features a classic burger with ketchup, mustard, pickles, and cheese, alongside a deluxe option layered with tomatoes and a vegan mayo-based sauce.
In addition to the burgers, Face Plant will also offer chicken-less nuggets, all using Impossible Foods products as the base. Baz and Plitch have even crafted a special dipping sauce for the nuggets. “For me, the litmus test is, do I want another bite?” Baz states. “Am I just dying for another bite? Because if not, then we failed at the mission.” This focus on taste is central to Face Plant’s mission to appeal to a broad audience, including meat-eaters who might typically shy away from plant-based options.
A Revolutionary Drive-Thru Experience
The drive-thru model is a key aspect of Face Plant’s appeal. Plitch envisions attracting customers who are used to the convenience of traditional fast food but are also looking for healthier options. Instead of relying on automated ordering systems, Face Plant will feature team members who interact with customers directly, taking orders in an In-N-Out style that emphasizes personal connection. This unique approach sets Face Plant apart from other fast-food establishments that prioritize automation.
Price accessibility is another cornerstone of Face Plant’s strategy. With the cost of fast food climbing dramatically in recent years—evidenced by the Big Mac’s price surge from $3.99 to $7.99 in certain areas—Face Plant’s menu will remain competitive. Expect burgers priced between $5 and $7, with combo meals ranging from $10 to $11, positioning the restaurant as an affordable alternative to traditional fast-food chains.
More Than Just a Meal
The vision for Face Plant extends beyond simply serving delicious food. Plitch believes that opening a plant-based drive-thru can contribute to reducing carbon emissions and combatting climate change. While innovations in energy and transportation sectors have made strides, Plitch argues that dietary habits still need attention. “We are not trying to build the best vegan fast-food chain, or fast-food chain for vegans or vegetarians or people who are plant curious,” he clarifies. “The only way we achieve the mission is by building a better fast-food experience and menu than the meat-based competition.”
The Future of Face Plant
As both Plitch and Baz gear up for the grand opening, their excitement is palpable. They view this venture as a potential catalyst for significant change in dietary habits, aiming to create a delicious alternative that can sway even the most devoted meat-eaters. “If I can successfully create something that people find really delicious, then I have participated in what could be a massive change … changing habits around the world in terms of meat consumption,” Baz expresses.
Face Plant is set to open at 3110 N. Going Street, Portland, OR 97217, and both founders are optimistic about its future. Plitch envisions this flagship location as the starting point for a chain that could expand well beyond Portland, bringing affordable vegan fast food to a wider audience. “Nothing matters more than finally having this gift and incredible honor of serving people delicious food,” he concludes.
Conclusion
With Face Plant, Plitch and Baz are not just launching another fast-food restaurant; they are spearheading a movement to redefine what fast food can be. By focusing on flavor, accessibility, and sustainability, they aim to create a dining experience that resonates with today’s health-conscious consumers while making a positive impact on the environment. As the opening date approaches, all eyes will be on Portland to see how this innovative drive-thru shakes up the fast-food landscape.
