I believe the future of plant-based food will not be so much about imitating meat, even though that is all the rage right now. I think it will move away from being so processed. Our burgers and dogs are not like — wow, I can’t believe that’s not meat! I mean, sometimes people can’t tell with the dogs, because of the snap and all of the toppings. But the point is, it all still hits the spot. Plant-based burgers don’t need to bleed. I can say that as a girl who absolutely loved burgers growing up.
The plant-based revolution is here. As consumers globally are shifting towards more eco-conscious and health-oriented choices, the demand for plant-based products has never been higher. From food and beverages to cosmetics and clothing, the plant-based industry is blossoming with opportunities. But how does one tap into this growing market? What are the key ingredients to launching and scaling a successful plant-based product business? In this interview series, we are exploring the world of plant-based entrepreneurship. We are talking to founders, product developers, industry experts, and innovators who have successfully navigated the plant-based business landscape. As a part of this series, we had the pleasure of interviewing Nikki Glick.
Nikki Glick opened Nikki’s Not Dog Stand in the heart of Sag Harbor Village in June of 2024 with a vision to provide healthy fast-food, updating classic American diner dishes to be plant-based. “The idea is it’s eco-friendly and better for you than traditional fast-food, but it still tastes great.” With a motto of “where the past meets the future,” you feel the vibe as soon as you step inside. The 1950’s themed retro-inspired interior transports you back in time, featuring a red-checkered floor and custom baseball card posters of Yogi Berra, Sandy Koufax, and Willie Mays. The Formica counter, with three yellow metal swivel bar stools, is available for dine-in customers.
Etta James plays from the speakers. You might even forget that what you’re eating contains no meat or dairy.
Thank you so much for joining us in this interview series! Before we dive into the main focus of our interview, our readers would love to “get to know you” a bit better. Can you tell us a bit about your childhood backstory?
Igrew up in Manhattan. The older I get, the more I realize that being a New York City kid is a pretty specific thing, but I won’t attempt to describe it. I wouldn’t have traded it for anywhere else, that’s for sure.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Not being too concerned with success is probably important for true success. There are days at the Not Dog Stand where it’s popping and busy, then other days where it’s quiet. One can’t get too involved in success and failure. I love being in the kitchen. Just chopping onions for a soup, not thinking about anything else — that’s success to me.
Accountability and acknowledging mistakes are two of the most important leadership qualities, I would say. We are wired to always be right. And I think it’s gotten even worse with everyone on their iPhone, in their echo chamber. As humans, we have a harder and harder time simply saying — my bad.
I try to never ask someone to be someone they’re not.
What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?
10 percent of our profits will go to local food banks. We are new, doing a new thing, with a steep rent — so right now we are just trying to stay afloat. A lot of people don’t know what to make of a 1950s vegan fast-food joint. But that is great incentive — giving to food banks — food justice. Turning foodie culture into a way to feed everyone.
OK, thank you for all of that. Let’s now shift to the core focus of our interview about creating a successful plant-based product business. What inspired you to enter the plant-based product industry? Did you have a turning point or eureka moment that led you into the plant-based industry? Can you share some key milestones that helped shape your journey to success?
Well, the air is getting hotter. And storms are getting more intense. And the situation is getting clearer and clearer. But also, I have a cat, named Esmé. She is constantly reminding me how much I have to learn from animals. She particularly likes to remind me at 3 AM. And my husband, Noah, is a life-long vegetarian. And I’m living in nature for the first time in my life. I want to take care, I guess. It’s just natural at a certain point. I also thought that there might be a way to do vegan food in a less new-agey, exclusive way than I have often seen it brought to the table.
What do you believe are the key factors behind the recent surge in demand for plant-based products, and how can aspiring entrepreneurs authentically tap into this growing trend?
Authentically tapping into a trend is an oxymoron, isn’t it? The factors — if we just look around, the planet is changing. It’s natural that we make some changes. But what really interests me is not throwing out the past as we make these changes. We may be done with the past, but the past is not done with us. So, sometimes people call our Not Dog Stand a nostalgia place serving vegan food. But I don’t see much nostalgia. I think we can help each other move into the future by incorporating familiar stuff. As opposed to trying to become a whole other country. That’s not going to happen. So in terms of tapping in — let’s tap into the authentic, innovative America that created jazz and baseball and rock ’n’ roll and diners. And the vegetarian food movement that our hippies left us with. We are basically serving counterculture food in McDonald forms.
How do you envision the evolution of consumer preferences in the next 5–10 years?
Technology is moving at an unprecedented pace. Our minds are being conditioned on a whole different level now. There’s a good chance that consumers will not have their own preferences in 5 to 10 years. Or probably do not already. When it comes to herd mentality, most of the herd thinks that they are thinking independently. If we don’t know that we are at least a little bit programmed, that’s probably a good sign that we are no longer thinking independently at all.
What is your favorite plant-based product (not necessarily your own) and what makes it stand out? What can we all learn from the appeal of that product?
Probably my favorite is a menu item that we have nothing to do with making. We sell Greyston Bakery vegan brownies. Greyston Bakery, they have an Open Hiring policy and provide a lot of employment opportunities and training in Yonkers. Not to mention providing the fudge for Ben & Jerry’s Fudge Brownie Ice Cream.
Based on your experience, what are some of the biggest myths or misconceptions people have about the plant-based industry?
That it has to be firmly planted in the wellness, self-help world. It doesn’t. Plant-based food is practical, not precious.
Developing and marketing plant-based products often involves unique challenges, from sourcing quality ingredients and sustainable packaging to building a brand that resonates with consumers. What strategies have you found most effective in overcoming these hurdles?
Not to beat myself up. We are not perfectly sustainable. We are using aluminum foil to keep the Not Dogs warm on deliveries. You do what you can. Or what feels right to you. We work with Field Roast, they are not perfect either. No one is.
The plant-based market continues to evolve and grow. What advice can you offer to individuals looking to launch their own plant-based product businesses? Are there any critical lessons or insights you’ve gained along the way that you’d like to share with aspiring entrepreneurs in this field? Based on your experience can you please share your “5 Things You Need To Create A Successful Plant-Based Product Business”. If you can, it would be insightful if you could provide real-life examples.
1 . Start with a tight, limited menu.
2 . You can’t please everyone. Some people complain that our Not Dogs and Not Burgers aren’t gluten-free(even though all of our sides and shakes are.) And of course some people come in and bitch about us not having any dairy or meat. I try to be polite, most of the time.
3 . Do a background check on your landlord before you sign anything.
4 . I believe the future of plant-based food will not be so much about imitating meat, even though that is all the rage right now. I think it will move away from being so processed. Our burgers and dogs are not like — wow, I can’t believe that’s not meat! I mean, sometimes people can’t tell with the dogs, because of the snap and all of the toppings. But the point is, it all still hits the spot. Plant-based burgers don’t need to bleed. I can say that as a girl who absolutely loved burgers growing up.
5 . As our lives are pushed onto the internet, there is more and more of an obsession with being represented properly. Of course we try to be clear with communicating our concept. But it is inevitable that we are misunderstood sometimes. And it is okay to be misunderstood sometimes. If we are always concerned with everyone understanding exactly what we are doing, we are going to waste a lot of energy.
How does your business align with sustainability and ethics in the plant-based industry, and how does this alignment impact your brand’s success and customer trust?
To me, trust doesn’t come from someone coming in with a microscope and examining how green you are and then giving you a pass. I mean, we use almost all sustainable packaging because that’s what feels right to us. But trust, I believe, comes from someone genuinely being who they are. Or from a place genuinely being what it is.
What certifications and regulations are essential for new plant-based brands to uphold their values as they grow?
We have to pass the same health codes that everyone else does. Aside from that, there are no rules.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I am going to go with Kenny Shopsin: “The first duty of everybody in life is to realize that they’re a piece of shit. Selfish and self-centered and not very good. You’re willing to sacrifice 20 thousand people in another country just so you can go to a Wings concert. You sacrifice the lives of a hundred thousand Chinese female babies just so you can rent this f’ing camera and do your stupid art project. No problem! You’re a piece of shit. Once you realize you’re a piece of shit it’s not so hard to take. Because then you don’t have this feeling that you’re a good person all the time. And let me tell you something, feeling that you’re a good person all the time is like having a brand new car with no scratches on it. It’s a real responsibility which is almost impossible to live up to. Being a piece of shit and then occasionally doing something that’s good and true is a much easier place to be. I think that’s really important and I always try to raise my kids to understand that they’re not that terrific. And that not being that terrific, that’s okay ’cause most people who say that they’re terrific, Bill Clinton, Cardinal Egan, anybody you want to talk about, they’re not so terrific. Martha Stewart, they’re not so f**king terrific either. And there’s nothing wrong with being not-so-terrific. In fact, it’s what the whole ballgame is about, being not-so-terrific… and accepting it.”
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
A movement to dissolve the delusion — “I am here and you are out there.” It wouldn’t be the first movement like that. There are some pretty good ones already.
This is what we call our “matchmaker question”, and it sometimes works. Is there a person in the world whom you would love to have a power lunch with, and why? Maybe we can tag them and see what happens!
Ina Garten. Just because I love her.
How can our readers further follow your work online?
As much as I hate to say it — the gram. Again, not perfect.
Thank you for these really excellent insights, and we greatly appreciate the time you spent with this. We wish you continued success and good health!
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com .
