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When YEAH! BURGER’s lone restaurant reopens in fall 2021 in West Midtown, Owners Erik Maier and Kelly Wallace will have completely removed any trace of animal products from its menu — a dramatic shift for a burger joint known for its high-quality and sustainable meat patties.
Maier and Wallace in making the change to a completely plant-based menu are also rebranding YEAH! BURGER including everything from its color pallete to its logo to its slogan, all while “sticking to our values, of course!,” like keeping its items GMO-free.
YEAH! BURGER’s new menu — shared with What Now Atlanta for reference only — will offer breakfast all day, salads, sammiches, burgers (all made with Beyond Burger patties), veggie burgers, dogs & brats, and chicken (house-made golden fried chicken and Beyond Meat chicken tenders.)
The YEAH! BURGER space, at 1168 Howell Mill Rd NW, has been shuttered since the start of the pandemic, with Maier and Wallace using the downtime to renovate the space from top to bottom.
“Initially, my idea for Yeah Burger was sustainable food,” Maier told the Atlanta Journal-Constitution. “When I came up with the idea, sustainable meant grass-fed beef. But, the impetus was to launch an environmentally friendly restaurant. The biggest trend right now in food — from a consumer and investment standpoint — is plant-based. Plant-based food, from a production standpoint, is the healthiest for the planet and our customers.”
YEAH! BURGER West Midtown is the last remaining location of a once fast-growing chain. Its second storefront, at 1017 N. Highland Ave., is now a Farm Burger.
It’s likely that in this new format Maier and Wallace will expand YEAH! BURGER to new locations, although the duo “don’t have a second location identified,” Wallace told What Now Atlanta via email.
Correction: an earlier version of this article incorrectly listed YEAH! BURGER’s Virginia-Highland location as its original storefront. It was the second.