Urban Plates

Urban Plates is a restaurant chain specializing in scratch-made meals that provide a fresh alternative to fast food. Their offerings include customizable plates, salads, and sandwiches aimed at health-conscious consumers. Urban Plates is a fast-casual dining concept that focuses on providing made-from-scratch meal options. Founded by John Zagara and Saad Nadhir, the company has undergone strategic pivots to enhance its menu and reach.

Urban Plates is headquartered in the United States. The company recently raised USD 27 mn in a funding round led by Morgan Stanley Expansion Capital in August 2023, bringing the total amount raised to USD 27 mn. Urban Plates specializes in scratch-made meal options, including plates, salads, sandwiches, and bowls, targeting health-conscious consumers seeking fresh alternatives to traditional fast food. Their core offerings revolve around customizable, high-quality meals accommodating various dietary preferences, including vegan and vegetarian options.

Signature dishes like the chimichurri steak plate and grilled salmon plate emphasize the use of premium ingredients, including grass-fed meats and sustainable seafood. Urban Plates serves a diverse clientele, including individuals dining in-store, families, and businesses seeking catering solutions for events. Urban Plates generates revenue primarily through direct-to-consumer sales at its restaurant locations and catering services. Customers interact with the brand through dining in, takeout orders, and catering for events.

The pricing structure varies based on menu items, with key revenue drivers including flagship products such as the chimichurri steak plate and double burger paired with fries. Catering services are competitively priced, appealing to corporate clients and social gatherings. Urban Plates focuses on one-time transactions, enhancing customer satisfaction through customizable menu options. In August 2023, Urban Plates raised USD 27 mn in venture funding from Morgan Stanley Expansion Capital.

The company plans to utilize these funds for restaurant expansion and to refinance current debt. Specific details about upcoming product launches or geographic expansion plans have not been disclosed.