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A 4,500 square foot vegan grocery store and coffee shop just opened in San Diego, California. XMarket is the flagship location in the US for PlantX, a digital one-stop shop that is said to be the vegan version of Amazon. The new retail space in the Hillcrest neighborhood features vegan items from popular Canadian and US brands – including local vegan brands like Kula Ice Cream, Tracy’s Real Food, Maya’s Cookies, and San Diego Tempeh – with same-day delivery via UberEats and Postmates.
The market has a range of items that go beyond groceries, including cosmetics, wellness products, and houseplants. The space also includes a new XMarket cafe and sandwich shop selling cappuccino, oat milk lattes, and soaked teas, as well as a variety of plant-based lunch options carefully curated by vegan chef and restaurateur Matthew Kenney, such as waffle-based avocado toast; Caprese with Miyoko’s Creamery Mozzarella, tomatoes, rocket and pesto on a focaccia bun; and Banh Mi with braised tempeh, spring onion mayonnaise, pickled carrots and daikon, cucumber and coriander. The cafe also serves pastries from local bakeries Pan el Barro, The Gluten Free Bakery Co., and Yvonne’s Vegan Kitchen.
In addition, staff were trained by nutritionist Kelly Irwin to answer questions about the plant-based lifestyle, and educational materials with videos, recipe cards and nutritional information, and product packs to combine with the recipes are integrated throughout the room.
Vegan supermarket is expanding across North America
The San Diego store joins two other XMarket brick and mortar locations – one in Squamish, BC and the other in Venice, California (formerly New Deli). Earlier this year, PlantX acquired Kenney’s vegan convenience store brand New Deli and the Venice, California flagship store and renamed it XMarket. The company also hired Kenney as its chief culinary officer and signed a five-year partnership agreement with Kenny’s lifestyle company Matthew Kenney Cuisine (MKC) to expand the XMarket concept across North America.
In addition to the three locations, the team plans to be in every major city in Canada by the end of the year – including Vancouver, Toronto, Montreal, Calgary, Edmonton, Ottawa and Victoria. PlantX also expects to sell more than 100 franchise locations.
“It has always been our intent to make New Deli the ultimate plant-based convenience store brand and eventually partner with a growth partner to expand it into various global markets rather than growing it ourselves,” Kenney told VegNews.
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Food delivery comes to the USA
In addition, in August PlantX and Kenney expanded the company’s offering with the XFood food delivery service via their e-commerce platform. XFood began as a pilot program offering three-day meal plans of items such as breakfast burritos, mushroom alfredo, and mushroom adobo along with cold-pressed juices, desserts, and snacks with delivery to the Los Angeles area. The program has since been paused to allow the company to build its new facility in LA before offering nationwide delivery.
PlantX has had an aggressive growth strategy since its launch in 2019. This year, the company, which is listed on the Canadian Securities Exchange under the symbol “VEGA,” also applied for the listing of its common stock on the NASDAQ as part of its strategy to expand into the United States and improve the company’s investor profile.
Further information on PlantX can be found at:
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