Steve Heeley is the Chief Executive Officer of Veggie Grill, the largest vegetarian, premium fast casual concept offering innovative, craveable and convenient veggie-centric food at 28 restaurants and growing.
With over 20 years of experience, Mr. Heeley has overseen many leading brands across the fast casual industry. Prior to joining Veggie Grill in 2014, Mr. Heeley was President and CEO of Earl of Sandwich, LLC, an international, high-volume fast casual sandwich brand. During his tenure, Steve spearheaded the company’s 30 percent annual growth.
Before his success at Earl of Sandwich, Mr. Heeley served as COO of Au Bon Pain café bakery, led operations for Los Angeles-based The Coffee Bean & Tea Leaf and served as COO of Baja Fresh Mexican Grill, where he was instrumental in the brand’s growth to over 300 restaurants and the company’s sale to Wendy's International Inc. Previously, Heeley was President and CEO of the San Francisco-based SIMCO Group, a multi-unit restaurant and retail operator. Steve started his professional career at the full service Mexican restaurant El Torito, where he advanced through the ranks at the company to assume a leadership role.
In Mr. Heeley’s free time, he likes to spend time with his children, travel while exploring veggie food and culture in restaurants around the world, distance cycling, volunteering with at-risk youth, track racing, real estate investing and fixing.
Favorite Veggie Grill Item: The Beyond Burger with a side of one of our amazing seasonal soups, with Crispy Cauliflower as an appetizer.