by Tom Sims
“The Genius Thing That We Did Was, We Didn’t Give Up.”- Jay-Z
That quote is inscribed on the wall at Planet Vegan. Along with other encouraging and motivational sayings and art, it sums up the commitment of the owners of this popular restaurant to rise from adversity and move toward success.
If you are successful, everyone else looks for the secret sauce. People inquire about the “genius of it.”
Planet Vegan posts its secret ingredient on the wall: Don’t quit.
Planet Vegan was experiencing an explosion of growth as a food truck in a time and place where food trucks are very popular. Unfortunately, it was interrupted by an actual explosion with serious injury to one of the owners, Joe Ellis, as well as to a bystander back when they were on wheels.
Now, the eating establishment is exploding again in the right way with more and more loyal customers and a menu that satisfies even meat-eaters.
Located in a brick and motor, upscale shopping center near George Brown Fitness Center, close to the river, the establishment enjoys a steady stream of customers who, for the most part, know the menu. They come in with their mouths watering in anticipation of a meal that is casual, yet sophisticated; healthy, yet delicious; and gourmet, yet affordable.
In 2020, KRL covered their rise in popularity among other members of the food truck community in Fresno. Every culinary compliment he gave then is still relevant. The menu is refined and expanded. There are more options. Vegan burgers are still king. There are more dessert options.
And of course, there is a clean and comfortable place to sit and gather with friends. When I was there, individuals, couples, and groups occupied the relaxing tables.
Few stories have been as well covered as this one in the news. Joe Ellis, who was injured, and Mike McElory, who has emerged as spokesman and driving force for reopening, have often been quoted, but with few words.
There is a sense that the company wants to be about the food, how it is served, the service itself, as well as the dream. The dreamers are hard at work in the background making it happen. They do not seem to be seeking limelight. They seldom mention their own names. In fact, the key players are cooking or doing other tasks behind the scenes. This is a hardworking crew.
They do have dreams, ambitions, ideas, and much motivation, but also a certain humility. They don’t seem to need to be in every picture or be mentioned every time Planet Vegan’s story is told. It is a good story. This was a black-owned company with a strong entrepreneurial vision, employing people, providing quality products, and growing. They were engaged with the community and committed to making a difference.
Then, personal and corporate tragedy struck. Two people were severely injured. Their entire business went up in flames. All of this was in the days of COVID and the emergence from the pandemic. It was not a good time for the food service industry. Many businesses failed. Others just quit.
The community rallied, led by those who, in any other community than Fresno, might have seen themselves or have been seen as competitors. They helped raise over $70,000 to help Planet Vegan relaunch.
Relaunch, they did, this year, with much fanfare and much joy.
Sampler
I confess that I tend to be easily impressed, but I am also cynical about vegan burgers. I gave up meat over fifteen years ago and vegan burgers are the only burgers I eat. I make my own and sometimes order them in restaurants where they are usually a disappointment. With apologies to a couple of establishments that I think have very good burgers, I must say that Planet Vegan has the best I have ever tasted, including my own.
The protein element, the bread, the toppings, the sauces, and the sides were nothing less than exquisite. My eighteen-year-old grandson, who is not a vegan, keeps asking when we are going back.
I will be going back and with more of an appetite.
I will be ordering one of the exotic beverages and dessert. I will order enough to need a take-home container.
That is what I will say about the food, and I am not a food critic.
The service was courteous, efficient, and friendly. It was easy to engage the staff in enthusiastic and pleasant conversation. In fact, other people in the restaurant recognized that I was new and pointed out things I needed to know as well. The owners have figured out, how to make ambassadors of their regular customers.
Planet Vegan is building community in their location.
I struggled with writing this because I did not want to repeat what others have been writing, especially writers who are much better at reviews than I am. Nor did I really want to do a restaurant review.
I wanted to tell a story, but it is really their story to tell, so I decided to tell my story.
When I walked in, everything on the wall spoke about hope, perseverance, and rising from the ashes. The decor was bright and positive. The menu was clear. The staff was on point. The food was delicious. The prices were fair.
Their website is down and needs to be brought back to life. The Facebook group is active and has great pictures of food. The reviews are universally positive across the spectrum of Facebook, Yelp, Instagram, and all the other sites that collect reviews.
I go back to what the prophet, Jay-Z said. “The Genius Thing That We Did Was, We Didn’t Give Up.”
That nails it and inspires others who have the entrepreneurial itch, a great idea, and the commitment to make it work. Flesh out our idea. Articulate it. Develop a plan. Talk about it. Raise the resources. Keep going. Implement. Do not quit, at least not today.
Planet Vegan
facebook.com/planetveganburgers
7845 N Palm Suite 108, Fresno, CA, United States, California
(559) 691-7534
All photos are either by Tom Sims or used with permission from Planet Vegan.
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