Share and Follow
A burgeoning vegan fast-food chain, often compared to McDonald’s and nicknamed the ‘vegan McDonald’s’, is forging ahead with its ambitious plans for a nationwide expansion, despite a general slowdown in consumer interest in plant-based meats.
Mr. Charlie’s, a burger brand that originated in Los Angeles, has gained notoriety for its uncanny resemblance to McDonald’s. The chain has already secured commitments for 25 new locations across the United States and is gearing up to enter several new markets.
Since opening its doors in Los Angeles in 2022, the chain has quickly gained online fame. Its success can be attributed to its striking similarities to McDonald’s, featuring a bold red-and-yellow color scheme and cleverly named menu items like ‘Not a Cheeseburger,’ ‘Frowny Fries,’ ‘Mr.Muffin’ breakfast sandwiches, and ‘Mr. FluffHead’ soft serve.
Diverging from the iconic golden arches, the company has adopted a unique logo: an upside-down frown with crossed-out eyes.
The brand’s popularity on social media skyrocketed when pop star Lizzo featured the chain’s ‘Frowny Meal’—a clear take on McDonald’s ‘Happy Meal’—in a TikTok review shortly after the chain’s debut. This endorsement helped videos tagged with #veganmcdonalds amass millions of views.
Now, four years later, the company is trying to turn viral fame into a national empire.
Mr. Charlie’s currently operates locations in Los Angeles, San Diego, San Francisco and Sydney – but executives say much larger expansion plans are underway.
The company said 18 Arizona locations are already planned, while additional restaurants are being explored in Austin and Atlanta.
Mr. Charlie’s, the Los Angeles-founded burger brand known for mimicking McDonald’s with eerie precision, says it has already sold 25 future locations across the US and is preparing to open stores in multiple new markets
Executives also say Southern California remains central to its strategy, with further growth planned across Los Angeles, Orange County and San Diego.
‘We’re being very strategic with expansion and focusing on markets where the brand culture, community engagement, and demand for better fast food alternatives align with what Mr. Charlie’s represents,’ company president Adam Wilks said.
The chain’s aggressive push comes at a difficult moment for the broader fake-meat industry.
After years of explosive growth, demand for plant-based burgers and imitation meat products has cooled significantly as consumers push back against high prices, ultra-processed ingredients and disappointing taste comparisons.
Major brands including Beyond Meat and Impossible Foods have faced slowing sales growth, layoffs and increasing pressure from investors as the once-booming sector loses momentum.
Even large restaurant chains that heavily promoted plant-based alternatives in recent years have quietly scaled back some offerings after customer demand failed to match expectations.
But Mr. Charlie’s believes its appeal goes beyond veganism alone.
Wilks said consumers are increasingly searching for ‘something different from traditional fast food,’ adding that the company’s success is tied not just to its menu, but also its branding and broader cultural identity.
Join the discussion
Is it creative branding or blatant copying when vegan chains mimic fast food giants like McDonald’s?
The brand’s social media popularity surged even further when Lizzo reviewed the chain’s ‘Frowny Meal’ on TikTok shortly after launch, helping videos tagged #veganmcdonalds rack up millions of views
Executives also say Southern California remains central to its strategy, with further growth planned across Los Angeles, Orange County and San Diego
Company president Adam Wilks
‘Mr. Charlie’s has built a strong identity that combines great tasting plant based food, a disruptive and recognizable brand, and a mission driven message around second chances and community involvement,’ he said.
The company has also leaned heavily into celebrity backing as part of its expansion strategy.
Travis Barker, drummer for Blink-182 and a longtime advocate of plant-based living, recently joined the business as an equity partner and brand ambassador.
Former heavyweight boxing champion Mike Tyson also became an investor in the chain in 2024.
The company’s latest growth plans are being supported by investment firm Access Capital Group.
The rise of Mr. Charlie’s mirrors a broader trend of California restaurant brands attempting to scale nationally after building cult followings online.
Chains such as Dave’s Hot Chicken and Mike’s Red Tacos have also expanded aggressively beyond Southern California in recent years.
Whether Americans still have the appetite for fake meat in 2026, however, remains a much bigger question.