Clean Kitchen has shifted from being fully plant-based to add some animal products to its menu to cater to a wider market.
In an update, co-founder Mikey Pearce said that the decision was made to protect jobs and the business after a “tough year”.
“The proposition of the brand that we have to change is going from 100% plant-based menu to a much more whole food approach catering for everyone. The economy right now is in a really tough time and especially for hospitality, couple that with only appealing to a plant-based market.”
”This decision to not be 100% plant-based, I think we all feel opens us up to a much wider market,” he explained.
Co-founder Verity Bowditch has announced she will step down from the formerly vegan restaurant as the move does not align with her values.
“I’m so passionate about animal welfare, I can’t physically be part of something that isn’t fully plant-based,” she said.
Clean Kitchen Club was founded in Brighton in 2020 during the first national lockdown by Youtube personality Mikey Pearce, and was originally positioned as a delivery-only brand.
Pearce subsequently teamed up with TV personality Verity Bowditch, formerly of Made in Chelsea, to bring the concept to London, where it has opened outlets at Boxpark Wembley and Boxpark Shoreditch, as well as dark kitchen locations, and a restaurant space at Buck Street Market in Camden.
The concept currently has two locations in Battersea Power Station (BPS) and Camden, along with a catering kitchen in Soho. Last year it closed its Notting Hill location as a result of plans to focus on “big, bold” launches rather than sites with a smaller footprint.
