Atlas Monroe is a vegan food company that gained widespread recognition after its appearance on the popular television show, Shark Tank. The company’s founders, Deborah Torres, and Jonathan Torres, pitched their unique twist on classic comfort food, fried chicken. However, unlike traditional fried chicken, their version was plant-based, making it suitable for vegans and vegetarians alike.
The Shark Tank investors were impressed with the taste and texture of Atlas Monroe’s vegan fried chicken, and the company received an offer from investor Mark Cuban. Despite accepting the offer on the show, Atlas Monroe ultimately decided not to go through with the deal, citing concerns over losing creative control.
After the show, Atlas Monroe’s popularity skyrocketed, with the company’s social media following increasing by tens of thousands almost overnight. Their vegan fried chicken became a viral sensation, and they received countless orders from all over the world.
However, with this newfound success came a host of challenges. Atlas Monroe struggled to keep up with the demand, resulting in long wait times for customers. They also faced criticism for their high prices and limited availability. Additionally, some customers complained about the quality of their food, and the company faced a backlash after it was discovered that they used non-vegan sugar in some of their products.
No matter the numerous challenges, Atlas Monroe persevered, expanding their product line and partnering with a major grocery store chain to bring their vegan fried chicken to a wider audience. Today, the company continues to grow and innovate, offering delicious plant-based alternatives to classic comfort foods.
What Is Atlas Monroe?
In addition to their classic vegan fried chicken, Atlas Monroe offers a variety of other chicken dishes that showcase the versatility of plant-based proteins. Some of their most popular chicken items include buffalo chicken wings, chicken parmesan, and chicken and waffles. One of their most innovative chicken dishes is a vegan “chicken” Caesar salad, which features crispy strips of soy-based chicken, romaine lettuce, and a tangy Caesar dressing.
For people who are looking for gluten-free options, Atlas Monroe also offers chicken dishes that are made with a combination of soy protein and gluten-free flour. For example, their gluten-free chicken nuggets are breaded in a blend of rice flour and cornmeal and are perfect for people with gluten sensitivities.
They also use organic and locally sourced produce whenever possible, and their recipes are free from artificial preservatives and flavors. This attention to detail has earned them a loyal following among vegans and non-vegans alike.
Another aspect of Atlas Monroe that makes the company unique is its dedication to sustainability. The company uses packaging that is 100% biodegradable or recyclable, and they prioritize sourcing ingredients from suppliers who share their commitment to sustainable practices.
Since appearing on Shark Tank, Atlas Monroe has continued to expand its reach. The company now sells its products online and has partnerships with food delivery services like Goldbelly and Grubhub. In addition, they’ve collaborated with other prominent vegan chefs and entrepreneurs like Miyoko Schinner of Miyoko’s Creamery and John Lewis of Lewis Barbecue.
About Atlas Monroe’s Founders
Atlas Monroe is a plant-based food company that appeared on ABC’s Shark Tank in 2019. Founded by Deborah Torres and her wife, Jonathan Torres, Atlas Monroe specializes in creating vegan versions of popular “soul food” dishes, like fried chicken and mac ‘n’ cheese. During their Shark Tank appearance, the couple secured a deal with Mark Cuban and Kevin O’Leary that would provide them with $1 million in investment for a 25% stake in their company.
The Atlas Monroe journey initially began when Deborah and Jonathan, both self-proclaimed “foodies”, were on a trip to West Africa and discovered a vegan chicken recipe. They began selling their vegan chicken at pop-up markets in the San Francisco Bay Area and soon received rave reviews from customers who said that it tasted just like traditional fried chicken. From there, Atlas Monroe expanded its offerings to include other vegan comfort foods like jambalaya and “pork” ribs.
As per Shark Tank Tales, Deborah Torres established Atlas Monroe after her father was diagnosed with Type 2 diabetes. She assisted him in transitioning to a raw vegan diet for a month, which motivated her to establish a company that offers innovative and enticing plant-based meals. During her appearance on “Shark Tank”, CNBC reports that she declined the Sharks’ $1 million offer, believing it to be inadequate. Torres had projected that her business would ultimately generate $24 million [2].
In addition to their focus on high-quality ingredients and sustainability, Deborah and Jonathan are also passionate about using food as a way to connect with their community. They often participate in local events and food festivals and are committed to sharing their plant-based creations with as many people as possible.
The Pitch Of Atlas Monroe At Shark Tank
Over the years, there has been an exponential rise in demand for plant-based meat, as more individuals adopt a vegan or vegetarian lifestyle. According to an Ipsos study, as of 2019, there were approximately 10 million vegans in the United States, compared to only 290,000 in 2004. This growth in the number of vegans has led to several food companies, such as Beyond Meat and Impossible Foods, introducing a range of vegetarian proteins for plant-based customers and even open-minded omnivores.
On the show, Jonathan and Deborah were seeking a $500,000 investment in exchange for a 10% stake in their business. While the Sharks were impressed with the taste of their vegan “fried chicken”, they were not impressed with the company’s valuation. The entrepreneurs were hesitant to share their sales figures, which further confused the Sharks. When they finally disclosed the number, Kevin criticized them for being “backward”.
They then offered $1 million for the entire business, with Jonathan and Deborah receiving a 10% royalty on sales. However, the pair declined the offer, citing the fact that the $1 million offer proved that they were worth more.
Atlas Monroe After The Shark Tank
Atlas Monroe, a vegan food company located in San Francisco, is one of these companies. The founder and CEO, Deborah Torres, alongside her brother, Jonathan Torres, appeared on Season 11, Episode 2 of “Shark Tank”, as per Shark Tank Tales. Initially, the duo’s goal was to purchase a facility to fulfill orders for their expanding business. However, after the judges sampled their famous fried “chicken,” they declined the Sharks’ $1 million offer.
As of July 2020, Atlas Monroe remained operational, but the promised “big deal” has not yet materialized. However, in April 2021, the company announced the opening of a “multi-million dollar” manufacturing facility and revealed that it had generated over $2 million in sales since its appearance on Shark Tank. They are currently in the process of looking for a second facility and expect sales to reach $24 million in the next year.
In August 2021, Deborah announced that Atlas Monroe’s vegan fried chicken would be available in Bristol Farms, a California-based grocery chain. Additionally, they planned to enter a major American grocery chain with stores nationwide in time for Easter 2022, though the store’s name could not yet be revealed. The company projected sales of $2 million for 2021 [4].
By January 2022, Jonathan was no longer involved in the business. Atlas Monroe also announced a partnership with Canadian restaurant chain Copper Branch to supply chicken for a Nashville Fried Chicken Sandwich. They also introduced Atlas Monroe 2.0, a new “white meat” version of their product. Customers can find their products at Bristol Farm’s Newfound Markets. As of May, the grocery deal remains in progress, and Torres has not provided further information.
By November 2022, Atlas Monroe had expanded its product line and had products in more restaurants, including all 40 Copper Branch locations, Birdguesa in Dallas, Pure Soul Plant-Based Eats and Magpies in Sacramento, Cafe Organix in San Bernadino, Kensho Social in San Jose, Loving Hut in San Diego, Rootz Soul Café in Fort Lauderdale, The Krazy Vegan in Miami, Urban Vegans in Cincinnati, JMT Sweets & More in Chesapeake, VA, and Naked Vegan in Greeneville, SC.
They also offer delivery service through a ghost kitchen in San Diego. In addition to its famous fried chicken, the company introduced new products like chicken fajitas, pasta Bolognese sauce, and chili. Annual revenue is estimated to be between $5 and $7 million as of March 2023. The “major” grocery deal is still in progress, with no further updates from Torres.
The Net Worth Of Atlas Monroe
In April 2021, Atlas Monroe announced that it had opened a “multi-million dollar” manufacturing facility and had achieved over $2 million in sales since its appearance on the show. The company also projected sales of $24 million in the following year and was in talks to secure a “major” deal with a national grocery chain.
Since then, the company has continued to expand, introducing new products like chicken fajitas and pasta Bolognese sauce and securing partnerships with additional restaurants and delivery services. As of May 2023, the company’s annual revenue is estimated to be between $5-$7 million [5].
While the net worth of Atlas Monroe and its founder remains unknown, the company’s impressive growth and success in the competitive plant-based food market suggest that its value has increased significantly since its appearance on “Shark Tank”.
Social Media of Atlas Monroe
On Instagram, Atlas Monroe has over 50,000 followers and regularly posts photos of its dishes, as well as behind-the-scenes glimpses of its kitchen and team. The company also uses the platform to share news and updates, such as information about new product launches or appearances at events.
On Facebook, Atlas Monroe has over 20,000 likes and regularly posts news and updates, as well as recipes and cooking tips. The company also responds to comments and questions on the platform, engaging with customers and building relationships [6].
In addition to these primary social media channels, Atlas Monroe has a presence on other platforms, such as Twitter and YouTube. On Twitter, the company shares news and updates, as well as responding to customer questions and complaints. On YouTube, it has a channel with a range of videos showcasing its products and kitchen.
Alternatives To Atlas Monroe:
- Tofurky is a well-known brand that offers a range of vegan meat alternatives, including “chicken” nuggets and deli slices. Their products are made from non-GMO soy protein and are free from cholesterol and saturated fat;
- Gardein offers a range of plant-based meat alternatives, including chicken tenders, strips, and nuggets. They use a variety of plant-based proteins (including soy, wheat, and pea) to create their products, which are certified vegan and non-GMO;
- Beyond Meat is a leading plant-based food company that offers a wide range of vegan meat alternatives, including chicken strips and nuggets. Their products are made from non-GMO soy and pea protein and are designed to mimic the taste and texture of real meat;
- Quorn offers a range of vegetarian and vegan meat alternatives, including “chicken” tenders and nuggets. Their products are made from mycoprotein (a type of fungus) and are free from soy and gluten;
- Impossible Foods: Another popular plant-based meat company, Impossible Foods offers burgers, sausages, and ground beef, all made from their signature “Impossible” meat;
- Morningstar Farms offers a range of plant-based meats, including burgers, sausages, and chicken nuggets, all made from plant-based ingredients;
- Fry’s Family Foods is a plant-based food company based in South Africa that offers a range of vegan meat alternatives, including chicken-style strips, nuggets, and burgers. Their products are made from a blend of plant-based proteins (including peas, wheat, and soy) and are certified vegan;
FAQ:
-
Does Atlas Monroe have a physical location?
Yes, Atlas Monroe has a production facility in San Jose, California, and a food truck that serves the San Francisco Bay Area.
-
What types of vegan chicken does Atlas Monroe offer?
Atlas Monroe offers a range of vegan chicken dishes, including popcorn chicken, drumsticks, and hot wings.
-
Are Atlas Monroe’s products gluten-free?
Some of Atlas Monroe’s products are gluten-free. However, not all of their products are certified gluten-free, so it’s important to check the ingredients list before purchasing.
-
Are Atlas Monroe’s products soy-free?
No, Atlas Monroe’s products contain soy as an ingredient.
-
Are Atlas Monroe’s products nut-free?
Atlas Monroe’s products are not nut-free as they are produced in a facility that also processes nuts.
-
Where can I find Atlas Monroe’s products?
Atlas Monroe’s products can be purchased online through their website, as well as in select grocery stores and restaurants in the San Francisco Bay Area.
-
How do I cook Atlas Monroe’s vegan chicken?
Atlas Monroe’s vegan chicken products can be cooked in a variety of ways, including baking, frying, and grilling. Cooking instructions are provided on the packaging, as well as on their website.
-
How long does Atlas Monroe’s vegan chicken last?
The shelf life of Atlas Monroe’s vegan chicken varies depending on the specific product. Generally, their products can be stored in the freezer for up to six months, and in the refrigerator for up to four days.
-
Is Atlas Monroe’s packaging recyclable?
Yes, Atlas Monroe’s packaging is recyclable.
-
Are Atlas Monroe’s products organic?
Atlas Monroe’s products are not currently labeled as organic.
-
Are Atlas Monroe’s products non-GMO?
Atlas Monroe’s products are not currently labeled as non-GMO.
-
What is Atlas Monroe’s shipping policy?
Atlas Monroe ships its products throughout the United States. Shipping rates and times vary depending on the destination and choice of shipping method.
-
Does Atlas Monroe offer international shipping?
Currently, Atlas Monroe does not offer international shipping.
-
Does Atlas Monroe offer wholesale options?
Yes, Atlas Monroe offers wholesale options for businesses interested in carrying their products.
-
Does Atlas Monroe offer wholesale options?
Yes, Atlas Monroe offers wholesale options for businesses interested in carrying their products. To inquire about wholesale orders, you can contact them through their website.
-
Are Atlas Monroe’s products available in bulk?
Yes, Atlas Monroe’s products are available in bulk for wholesale customers.
-
Does Atlas Monroe offer any other vegan products besides chicken?
Yes, Atlas Monroe offers a vegan bacon product in addition to their chicken products.
-
What is Atlas Monroe’s return policy?
Atlas Monroe’s return policy states that if you are dissatisfied with your order, you can contact them within 24 hours of receiving your shipment and they will work with you to find a resolution. They do not accept returns of food products.
-
Does Atlas Monroe have a rewards or loyalty program?
At this time, Atlas Monroe does not have a rewards or loyalty program.
-
How is Atlas Monroe Chicken doing now?
As of March 2023, Atlas Monroe is continuing to expand its business by introducing new products, partnering with restaurants and grocery stores, and increasing its revenue. Their vegan fried chicken has gained popularity and can be found in several restaurants and grocery chains across the United States.
-
When did Atlas Monroe go on Shark Tank?
Atlas Monroe appeared on Season 11, Episode 2 of “Shark Tank” on October 6, 2019 [7].
-
Who owns vegan fried chicken?
There are several companies that produce vegan fried chicken, including Atlas Monroe, Temple of Seitan, and VFC.
-
Why are KFC fries not vegan?
KFC fries are not vegan because they are cooked in the same oil as the chain’s chicken, which contains animal products.
-
Why is it called Atlas Monroe?
The name “Atlas Monroe” is a combination of two names. “Atlas” represents strength and resilience, while “Monroe” is the name of the street in Brooklyn where the founder, Deborah Torres, grew up.
-
Who sells the most chicken?
As of 2021, KFC (Kentucky Fried Chicken) is the largest chicken fast-food chain in the world, followed by McDonald’s and Chick-fil-A.
-
What is the highest chicken chain net worth?
As of 2021, the highest chicken chain net worth belongs to KFC, which is valued at $4.5 billion [8].
-
Is Atlas Monroe chicken fried?
Yes, Atlas Monroe’s vegan chicken is fried, but without using any animal products.
-
How much money has Atlas Monroe made?
As of April 2021, Atlas Monroe had done over $2 million in sales since appearing on “Shark Tank”. They projected sales of $24 million in another year.
-
Which fast food is the richest?
As of 2022, the richest fast-food chain is McDonald’s, with a net worth of $129 billion [9].
-
Which country eats the most chicken?
As of 2022, the United States is the country that consumes the most chicken per capita, followed by Brazil and the European Union.
-
What is Atlas Monroe chicken made of?
Atlas Monroe’s vegan chicken is made from wheat protein, garlic, onion, and a blend of spices. The breading is made from a combination of flour, cornstarch, and spices, and is fried in vegetable oil.
Useful Video: Atlas Monroe’s Numbers Cause Confusion – Shark Tank
References:
- https://bizzbucket.co/atlas-monroe-shark-tank-update
- https://www.thedailymeal.com/1152562/what-happened-to-atlas-monroe-after-shark-tank/
- https://sharktanktalks.com/atlas-monroe-shark-tank-update/
- https://www.mashed.com/655259/heres-what-happened-to-atlas-monroe-vegan-fried-chicken-after-shark-tank/
- https://www.mashed.com/916635/heres-how-atlas-monroe-vegan-chicken-is-doing-after-shark-tank/
- https://sharktankrecap.com/shark-tank-atlas-monroe-chicken-update-season-11/
- https://www.sharktankblog.com/business/atlas-monroe/
- https://techiegamers.com/atlas-monroe-net-worth/
- https://biznewske.com/atlas-monroe-chicken-shark-tank-update/
