Interview: Jack Bean

Why can’t fast food be good food? Better for you and the planet? But still damn tasty, convenient and affordable? These questions set us on a journey to develop Jack Bean.

How and why did you open Jack Bean?

Pepijn Schmeink and I wanted to inspire people to eat more plants (and less animal protein). We developed a fast cuisine concept called Jack Bean, where we serve a 100% plant-based menu. We opened our first location in June 18 in Rotterdam, the Netherlands and plan to open at 2–3 new locations in 2019.

Has vegan cooking always interested you?

Pepijn is the culinary brain behind Jack Bean. He was trained in Michelin star restaurants and worked for several restaurant chains in the US. In the Netherlands he made his fame as a sustainable chef, working with local products and a no-waste philosophy. Pure plant-based cooking was a logical next step in his culinary journey.

How have people’s perspective toward veganism changed over time?

It is definitely changing, and more people are open for a plant-based diet. But we have to be honest that there is still a long way to go in the transition to a plant-focused diet. Most people, especially men, have a strong (cultural) attachment to meat as a necessary part of their meal. We see it as one of our main challenges to change this perception.

How does your restaurant work with local farmers?

We started Jack Bean from a sustainability perspective. It does not make a lot of sense to us to ship & fly avocados and coconuts across the planet to make a tasty plant-based meal. Therefore, we looked at the local produce that is available in our direct surroundings and developed our menu accordingly.

What are some challenges your restaurant has faced?

One of the main challenges we see ahead of us is finding suitable locations for Jack Bean. Location is key for our growth strategy and the current real estate market is very competitive.

What is your restaurant most proud of? How do you personally define business success?

I’m most proud of the individual reviews of guests, especially the ones where non-vegans and non-vegetarians are so happy with the taste and quality of our food.

That’s eventually our biggest indicator for success, that we plant enough seeds for people to make changes in their personal diet.

What is your favorite item on your menu?

I love our Mexican Chili bowl! Full of flavor and really a dish where meat eaters won’t miss their animal protein!