Kevin Hart to launch plant-based concept Hart House outlet in LA

Kevin Hart is all set to kick off the first outlet of his restaurant, Hart House, in Los Angeles later this month.

The restaurant will follow the plant-based concept entirely, and serve burg'rs, chick'n sandwiches, salads, tenders, fries, tots, and milkshakes–all of them made without antibiotics, hormones, artificial colors, preservatives, or high-fructose corn syrup.

Hart will open its first location in L.A.’s Westchester neighborhood on August 25.

Plant-based concept of food as an alternative to conventional fast-food staples has been easing its way in the United States. According to data from wellness-focused data firm SPINS, the total plant-based food market represented about $7.4 billion in revenue in 2021, up 6% over the previous year.

Andy Hooper, CEO and founding partner at Hart House, said the plant-based movement has struggled to take off in the limited-service sector because it’s hard to crack the habits, behaviors, and perceptions of the average American consumer. The key to doing so, he revealed, is serving “absolutely delicious, crave-able food” that appeals to vegans and carnivores alike.

Hooper said that Hart wanted to open the concept as a “passion project,” one that made healthier, plant-based items more affordable and accessible to everyday consumers. Such items have so far skewed more expensive than standard proteins.