Case Study: Next Level Burger
SITUATION:
Next Level Burger (NLB) is America’s first 100 percent plant-based burger joint chain, a growing fast-casual brand with 10 locations in six states.
NLB initially hired B PR on a project basis in 2022 as its local agency to open its first Denver location (and ninth overall). Following two blockbuster openings, NLB chose B PR to replace its previous national agency and expanded the scope to include integrated marketing, organic and paid social media, influencer relations and more across the brand and its entire portfolio.
B PR has since helped build 360-degree momentum for the brand, ultimately seeing it through its acquisition of beloved vegan chain Veggie Grill in January 2024.
Together, Next Level Burger and Veggie Grill by Next Level comprise the largest wholly-owned vegan restaurant company in North America, with 25 locations… and counting!
HIGHLIGHTS:
952M
Impressions of Next Level Burger’s acquisition of Veggie Grill in 2024
4.5%
Average organic engagement rate across Facebook & Instagram
(Platform average is 1-2%)
1.8+M
Total audience reached through influencer relationships
NOTABLE TACTICS:
ORGANIC & PAID MEDIA
In 2024, B PR implemented new organic and paid social media strategies on Facebook, Instagram and TikTok that utilized precisely targeted dark ads, tapped into platform trends, established thoughtful partnerships and opened regular dialogue with consumers.
These changes resulted in nearly 3 million impressions, an average click-through-rate of 3% across channels (the restaurant industry benchmarks at 2.3%) and organic engagement rates clocking in at double or more than the typical platform averages.
Influencer Relations
B PR launched an ongoing influencer hosting strategy in each NLB market to foster continuous coverage of existing menu items, new menu items, monthly LTOs and overall brand awareness.
Influencer content from this hosting strategy has garnered the brand 1,011,103 impressions in the entry period.Impressions of Next Level Burger’s acquisition of Veggie Grill in 2024.
Brand Engagement
Since 2022, we’ve partnered with Next Level Burger, America’s first 100% plant‑based burger chain, now part of the largest wholly‑owned plant‑based restaurant company in North America following its acquisition of Veggie Grill in 2024.
With the aim of elevating the brand’s digital footprint, we crafted a full‑funnel social media and influencer strategy to accelerate NLB’s expansion narrative.
Our ongoing digital campaign has helped transform Next Level Burger from a beloved regional concept into a nationally recognized plant‑based powerhouse.