When walking into a Mr. Charlie’s Told Me So, the red and yellow branding and frowny face logo might seem familiar, like an alternate universe version of a certain iconic Golden Arches brand. However, co-founder Taylor McKinnon insists that the Californian plant-based quick-service brand was not “a nod to any brand in particular,” but was actually inspired by the circus’s loud and colorful branding.
The trendy four-unit brand, cofounded three years ago by McKinnon and his friend and fellow entrepreneur Adam Wilks, offers a playful twist on familiar fast-food elements with “frowny face meals” instead of Happy Meals and a Mr. Royale with Cheese on the menu (a “Pulp Fiction” quote referencing what the Quarter Pounder is called in France).
Other menu items include “Not a Hamburger/Cheeseburger” and “MrFluffHead,” a first-of-its-kind ice cream made from potatoes. Mr. Charlie’s creates proprietary plant-based burger patties and works with Tindle for all its vegan chicken products.
Now, Mr. Charlie’s Told Me So — named after a Grateful Dead song — is planning its first step in a national expansion with its first major franchising agreement. Patrick Lam has signed an 18-unit deal to expand Mr. Charlie’s throughout Phoenix, starting in Scottsdale this year.
“This brand is going to take over planet Earth,” McKinnon said. “We’re going everywhere, to every major city in the world. … The people have spoken. We’ve received hundreds of DMs and franchise inquiries from all over the world. … This little idea that came out of my kitchen with my best friend is now worth millions of dollars.”
Besides being a tongue-in-cheek vegan concept, Mr. Charlie’s also specializes in creating jobs for overlooked individuals, such as those experiencing homelessness or who were formerly incarcerated. Moving forward, the team plans to maintain this operational mission.
Mr. Charlie’s will expand to new regions both nationally and internationally with the company’s new chairman and financial investor, David Subotic.
“We’ve really created a concept to turn the fast-food world on its head,” McKinnon said. “It’s scaling time. Aaron and I created this concept and realized very quickly that there are levels to this game, and we need some help. We finally stumbled on David, who is a great decision-maker. Adam and I have this ticket for this rocket ship that just fell into our lap. … We got on the ship. David’s steering it, and Adam and I are just trying to balance it.”
McKinnon and Wilks are open to expanding in most major metropolitan regions but emphasize that potential franchisees must match their fun, cheeky culture along with a serious commitment to healthy food accessibility and community.
“Here’s the one thing about Charlie’s: this menu will smash you in your face, and you will not expect it,” McKinnon said. “We’ve taken science and love and community spirit, and then I partnered with a load of rich people who care more about the world than their money. … and we’re going to go make the world a better place.”
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